Previously Owned By A Gay Man: The Musical




We had the opportunity to partner with Previously Owned By A Gay to create a promo video that is just as outrageously flamboyant as the company’s name.

Following a request for a simple FAQ page, we decided to address frequently asked questions and describe the buying and selling process “in a much more fabulous way.” According to writer Martine Glickfeld, “we knew a musical was the way to go.” co-founder Michele Hofherr was immediately hooked on the idea. “We feel so fortunate to be collaborating with the great people of M/H. We repeatedly encounter many of the same questions surrounding the site, so we tasked them with finding a fun way to answer and direct those queries,” she said.

“We wanted to capture something as beautiful as the furniture they sell on the site,” said Greggy Adriano. Under the guidance of senior creatives Mike Gallucci and Stevan Chavez, Glickfeld and Adriano came up with the idea for the piece.

Since this is the first musical the agency has made, the team “felt unbelievably lucky,” said Senior Art Director Stevan Chavez,  to be paired with the director of photography, filmmaker Norman Bonney, who has directed music videos for Taylor Swift, Carrie Underwood, Leann Rimes, and Kelly Clarkson.

The MH team collaborated with Brooklyn-based arranger, performer, and music director Nathan Koci to compose the song, as well as Grammy Award winner John Kilgore and acclaimed Broadway and Off-Broadway sound designer Daniel Fluger to record the final version.

The spot was shot on location at The Palace Theatre, home of The Speakeasy, located at a secret spot in San Francisco’s North Beach district. MUH-TAY-ZIK | HOF-FER also teamed up with production house Criminal’s new division Bandit, which focuses solely on edgy creative work, to bring the project to life.

Read more about the video on Creativity.

About Previously Owned by a Gay Man:

Previously Owned by a Gay Man is an online home furnishings marketplace for everyone. Meaning that you don’t have to be a gay man to buy and sell the finest of home decor, you just need to have good taste.