Comedy Central Roasts of years past have celebrated the public idea of the roastee – James Franco’s show open poked fun at his indie film background and apparent obsession with being involved with everything, while David Hasselhoff’s re-created an action film that the star would fit right into.

For Justin Bieber, Comedy Central and Charlie Company set out to send the teen idol back to his music video roots.

With a platinum record theme, Charlie Company worked with Bieber to shoot the live-action opening sequence. According to the creative directors, Bieber was involved from the beginning, always wanting to be a part of the creative process.

The music video uses his song “All Around the World,” quite cleverly for the starting lyrics: “All around the world people want to be loved.” Because though the lyrics calls for acceptance, the entire purpose of the Roast is to mock him mercilessly.

The show open, however, didn’t need to do that. It takes on a triumphant and fun tone against which are juxtaposed the later onslaught of jokes.

“We didn’t need to roast him in the main title,” said Ryan Riccio, principal/creative director at Charlie Company. “We were celebrating him there, because he really gets it in the Roast.”

The team also wanted to reflect the event’s high-end quality with the platinum theme.

We wanted a sophisticated feel,” said Christopher Pagani, principal/creative director at Charlie Company. “It is a black -ie event, so we wrapped everything in platinum – from the sports car to the balloon that he floats away in.”

The platinum record motif is also incorporated throughout the package, as a way to frame the roasters, as the background of several shots, even as the road Bieber drives on with a helicopter on his tail.

The platinum, upbeat energy of the main title sequence also falls in line with Bieber’s own rebranding process, according to the team. Conscious of the star’s new image transformation, Charlie Company had to make sure the project works for the network, the event and Bieber’s new public face all at the same time. (Notice how his kicking through the egg at the end of the video symbolizes his rebirth.)

“We wanted to have fun with it, really celebrate him as a pop star,” said Pagani.

Check out Charlie Company’s behind-the-scenes video of the shoot:

CREDITS:

CLIENT: Comedy Central / Tenth Planet Productions

CREATIVE AGENCY: Charlie Company

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