Cheatahs 'Coared' by Federico Urdaneta

Federico Urdanata's promo for Cheetahs' Coared focuses on a hideous kids' birthday party largely shot on VHS for that retro, distressed, home-movie feel.

"The idea behind the promo was to stage the birthday party from hell. We created an environment in which the kids were given free reign. And as their mothers looked on from the backstage, our fantastic young actors just went wild. We encouraged them to do everything they are probably not allowed to do in real life. We asked them to ignore authority, behave badly and eat as much candy as they saw fit. We didn't have to ask twice.

"We were lucky not just in having some superb kids and adult actors, but in having some damn solid styling and art direction. Everything just fell into place, we just had to point our cameras and shoot.

"At the end of the day we did tell the kids never to behave like that again, but they were starting to come down from their sugar rush so I don't think they heard us.

"The final part of the video was all done magnetically, by hand. We took the tape out of the VHS cassettes and disrespected it in every possible way".