Give Back Brands: Someday

Cutting Room, NY editor Sean McGrath helps make Justin Bieber fly in a charitable new Howl, New York :30 “Someday,” for his new fragrance, Someday, out of H O W L Group. The fragrance is a Buy Back Brands product with a large portion of the proceeds are donated to charity. For Someday, proceeds will be split between Bieber’s favorite charities (Pencils of Promise, Make-A-Wish Foundation) and Give Back Brands’ causes (Restoring After School Programs, School Food Programs). “Someday” opens on a teenage girl putting on the perfume in her bedroom. Justin Bieber appears instantly and the couple is miraculously transported into a surreal dream world, aglow with heavenly light. “Someday” was filmed in two different locations: the actual flight was shot in Las Vegas, and interior filming was completed in Los Angeles. The dream sequence was shot in a Zero Gravity airplane; the same plane that astronauts use for training.