It’s Show Your Back to School Style as a dynamic Altar Film/Habana Avenue cooperative has spawned a catchy Kmart contest targeted toward trendsetting tweens.

The creatives at Draftfcb New York commissioned award-winning Altar director Michael J. LaBellarte, founder of Chicago-based design/editorial boutique Outsider Inc., along with the production genius of Habana Avenue, to construct a 90-second YouTube interactive instructional explaining how tech-savvy students can enter their own Back to School Style videos into Kmart’s exciting sweepstakes and win big prizes.

The Steven J. Levy-produced, High School Musical-driven piece assumes an “amateur-like” aesthetic and serves as the model for the type of submission Kmart is calling for: a 1-5-minute production depicting how the entrants’ own back-to-school style fits their life and personality, and how Kmart helps them do that.

LaBellarte’s treatment included plans for three professional HD and two talent-held consume cameras, offering multiple angles and active framing from the eye of the kids. The story of the viral piece depicts that of a live show from one of the tween characters’ homes.

With the aim of further conveying the “amateur” motif, the Altar/Habana team utilized a much more documentary style of lighting that helped create a “real-life” feel (as opposed to the “fashion-photo” feel of the print spread). They also shot a 30-second Kmart “Show Your Back to School Style” spot as part of the new viral campaign.

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