Hawaii Music Video Serendipity

A story about how Suzy Batiz and her team created a unique music video campaign for their product through serendipitous connections.

"I took my team off-site to Hawaii for a week to work on creating a music video. Nobody had made a consumer goods product with a music video before. My team thought I was crazy, but I said 'Virgin did it, we can do it for a poop spray.'

We spent a week writing in Hawaii but couldn't come up with a song. My team was worried, but I said 'We have 10 pages of rhymes - what's a song? It's just a rhyme.'

Later, I was filming at NBC studios and mentioned to the producer that I needed a songwriter - one that should be signed but wasn't yet. He said 'I'm a producer of The Voice, I know the perfect guy - Jeff Lewis.' Two hours later, we're in the elevator at NBC studios, and there's Jeff Lewis.

We ended up making the video with Cameron Duddy, who had just done Uptown Funk with 4 billion views. He did it for a fraction of his usual price because he said it was a dream job. Everything just worked out through synchronicity and magic. It wasn't about strategy or pulling numbers - we were working through synchronicity and it became another viral hit."