Marshall has tapped into the raw energy of legendary rockstar Billie Joe Armstrong for their latest campaign, fronting their cutting-edge Monitor III A.N.C. and Major V headphones. As Green Day’s iconic frontman, Armstrong’s rock ‘n’ roll attitude and rebellious spirit perfectly embody Marshall’s commitment to challenging norms. Helmed by visionary director Kevin Castanheira, the campaign is a treasure trove for Green Day devotees, loaded with Easter eggs that nod to Armstrong’s storied career. From the Dookie plane to the nostalgic sight of Armstrong’s childhood guitar in the Marshall shop window, Castanheira has meticulously crafted a visual homage that offers discoveries with each viewing.
Produced by the renowned creative studio DOGEATDOG, with support from the brand studio and production powerhouse Sibling Rivalry, Castanheira employs 35mm film, high-speed photonics, and intricate post-production techniques to capture the raw, gritty aesthetic synonymous with the Marshall brand. Having collaborated for almost a decade, DOGEATDOG and Castanheira perpetually elevate Marshall as cultural icons, amplifying the voices and communities that keep the world far from silent.
This campaign invites audiences to immerse themselves in a universe where music, legacy, and chaos converge with audacious vigour.
“It’s been an incredibly rewarding experience working with Billie Joe and Marshall on this project. Marshall has always been behind Billie Joe since the beginning, making it pretty cool to be part of their shared history. Our sequences are packed with Green Day and Marshall Easter eggs – see if you can spot them! It was also super fun to work with all the practical effects using high-speed film photography,” said Kevin Castanheira.
Billie Joe Armstrong, the dynamic frontman and lead singer of the five-time Grammy Award-winning and Rock and Roll Hall of Fame-inducted Green Day, continues to redefine rock music since the band’s inception in Berkeley, CA in 1986. Green Day, one of the world’s best-selling bands with over 75 million records sold and 10 billion audio/visual streams, released their breakout album “Dookie” in 1994, achieving 10x Platinum Diamond status. Declared by Entertainment Weekly as “the most influential band of their generation” and praised by Rolling Stone for inspiring more young bands than any act this side of Kiss, Green Day remains a transformative force in music.
In 2010, a stage adaptation of “American Idiot” debuted on Broadway to critical and commercial acclaim. Their thirteenth studio album, “Father Of All…” released in 2020, topped charts globally with Pitchfork hailing it as “Green Day’s most fetching and youthful songs in ages.” July 2021 saw Green Day embarking on The Hella Mega Tour alongside Fall Out Boy and Weezer, including 29 sold-out stadium gigs globally. Their fourteenth studio album “Saviors,” released on January 19, 2024, debuted at #1 on seven different Billboard charts. The band is currently on their sold-out global stadium tour, The Saviors Tour, playing “Dookie” and “American Idiot” in full alongside fan favourites and new tracks.
About Marshall
Marshall is a legendary name in the rock world, known for a distinct and expressive sound fused with an iconic stage presence that has rocked music fans for over six decades. This legacy of unrivalled auditory prowess has been distilled and integrated into every Marshall headphone and speaker. The brand’s origin story began in a small Hanwell drum shop in the 1960s when Jim Marshall aimed to give local guitarists a heavier, richer sound – resulting in the creation of the JTM45, a true rock revolution. This sound, much like the Marshall name, has forever altered the landscape of music.
Client: Marshall Group @marshallheadphones
Creative Director: A.M. Sekora @a.m.sekora
Art Director: Sonata Sumbu
Production Company: DogEatDog @dogeatdog.co
Writer / Director / Photographer – Kevin Castanheira @kevincastanheira
Executive Producer / Producer – Harvey Ascott @harvs31
Executive Producer – Jane Bolton @janebolto
Post Producer – Joshua Smith
Music Supervisor – Matthew Lawrenson
Production Company: Sibling Rivalry @siblingrivalryco
EP / Partner / Head of Films: Darren Foldes
Managing Director / EP: David Brickel @david_brickel
Senior Producer: Martha English @englishmccoy
Head of Production: Kara Calise
Producer: Dennis Beier
Production Supervisor: Justin Reynolds
1st AD: Craig Pinckes
2nd AD: Daniela Giraldo
2nd 2nd AD: Amanda Johnson
DP: Ben Carey @bennncareyyy
1st AC “A” Cam: Pancho Ortiz @pancho_ortiz
2nd AC “A” Cam: Fred Porras
1st AC “B” Cam: Daniel Muchnik
2nd AC “B” Cam: Vinnie Bredemus @vinniebredemus
Loader: Jeremy Colegrove
1st AC Photosonic: Andy Bethke
Key Grip: Josh Linkey
2nd Grip: Jason Younger
Prod Designer: Carlos Laszlo
Art Director: Jonny Diina
Art Coordinator: Dröfn Snorradóttir Rozas
Set Decorator: Sandy Hubshman @sandyhubshman
Lead Set Dresser: Francesco Obrien
On-Set Dresser: Albert Moreno
Prop Master: Sean Nafziger
Prod Asst: Ryan Payne
SPFX Supervisor: Jesse Noel
Key Costumer: Jamie Catino
1st Asst Costumer: Amanda Hall
Wardrobe Stylist: Brooke Llewellyn
Key Makeup: Genevieve Kelly
VTR: Robbi Johnson
Sound Mixer: Adisa Septuri
Edit house: The Quarry @thequarryedit
Editor: Sam Jones @samjoneseditor
Assistant Editor: Miles Higginson @miles.mov
Offline Producer: Dilia Knobel
Electric Theatre Collective @electric_theatre_collective
Colourist: Jason Wallis @jasoncolourist
VFX Supervisor: Thiago Dantas @thiagodantas
2D Lead: Christian Block
VFX: Electric Theatre Collective @electric_theatre_collective
EP: Arianna Maniscalco @ari_maniscalco
Producer: Sydney Levy @sydney_levy
No.8 – @no8ldn
Sound Designer – James Benn @jim_db
Executive Producer – Karen Noden
Shot on Kodak Film Stock – @kodak_shootfilm
