Someday by Justin Bieber

Justin Bieber has launched Someday, a new fragrance for women, with a television commercial featuring model Dree Hemingway. Bieber floats to Hemingway’s side, constantly drawn to her neck like a vampire who can’t get enough. The commercial was filmed in zero gravity conditions in a Boeing 737 training environment.

Justin Bieber and Dree Hemingway in Someday Commercial

Click on the image below to play the Someday video.

Justin is donating the profits from each bottle of Someday to charity, through Give Back Brands. Give Back Brands has a simple vision of partnering with entertainment artists and other top talent to create and market world-class products, then donating the company’s proceeds to designated charities, including the favorite causes of the company’s celebrity partners. “SOMEDAY is the idea that we can change the world, make our dreams come true, and even be with the one person that means everything,” said Justin Bieber. “Giving back has always been incredibly important to me, but let’s be honest… I wanted to create a fragrance for my female fans that I can’t get enough of… that I want to get next to and I can’t stay away from. I know they’ll love the scent, but also the opportunity to support some amazing charities. It’s a gift that gives back.”

Someday Credits

The Someday campaign was developed at The Howl Group by chief creative officer Robert Lee.

Filming was shot by director Diane Martel via HSI.

Effects were produced at Light of Day by compositor Colin Stackpole, online editor Josh Williams, colorist Blase Theodore, graphic designer Justin Barnes, managing directors Charles Nordeen and Amy Taylor. Post production was done at The Cutting Room by editor Sean McGrath.

The Media Kitchen worked on media planning and social media initiatives.

Click on the image below to play the behind-the-scenes video.