EDITORIAL & VIDEO OOH DISPLAY

JVC TRIO
HEADPHONES
EDITORIAL/VIDEO
PROJECT

WRITER | PROJECT LEAD | EDITORIAL ART DIRECTOR | VIDEO DIRECTOR
concepts, photo, video, production

Details:

Roles: Creative Director, Art/Video Director, Assoc. Producer, Designer 

Clients: Pixelfire Productions, JVC Headphones, JVC Japan, New York Times Square

I was hired to function in a lot of roles including writing, conceptualizing, designing, and directing for this boutique studio project.

1

Creative Director, Writer, Art Director

As an all-in-one creative gun, I created and presented several rounds of concepts for the video and photography needed. All videos had to be shot with both Horizontal and Vertically for OOH and web. Continual client engagement and communication involved careful planning of details, casting, wardrobe, re-working concepts and thinking through creative decisions aligned from mood boards, style frames, and designs which needed continual refinement.

2

Visual Concept, Motion Design, Production

Initially, I created a concept that got canceled due to location unavailability. New creative had to be re presented which required technical resourcing, hiring extra production help, and adjusting to a fluid marketing brief. I put together visual storyboards and style frames to help plan the edit and visual direction in post. I also engaged in concept design, motion design and pre-visualization with an in-house production team and worked on the production end.

3

Photo Editorial / Video Directing / Producing

Directing and casting video talent included managing wardrobe, makeup consultants, pre-interviews, choreography, working with camera crews and also directing editorial photography. Allocating a budget with Pixelfire for shoot locations, hiring talent, and continual client check-in meetings ate up a lot of my time. I put together shooting schedules, shot lists, researched locations and put together test shoots to assure a punctual process.

WRITING:
Initially I wanted an all-in-one connected story. I wrote a concept called "sound off" which was to involve each actor passing by one another to a new scene with new product. Several other concepts were explored, however, losing a shoot location for Gumy caused the project to shift and I had to do some quick thinking overnight which resulted in three separate videos.
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Three :15 sec video outline

This is an outline of the story shots and how the visuals would play together for each individual video.

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One :45 sec video script.

This is the script and visual treatment narrative for each spot that would intertwine with another.

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One :45 sec mood video treatment

A :45 second all-in-one treatment was pitched to see how the client would recieve it. Initially they liked it but we lost the shoot location for the third story and had to resport a simpler approach.

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Sport :15 sec video script

This is a script created for the "free running" style video. The client wanted us to focus on water resistent and sweat without over-doing it.

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DJ :15 sec video script.

Script created for the DJ spot which was to take place in a club and be a middle anchor for the pieces.

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Gumy :15 sec video script.

This was the option that had to be scrapped and re-thought in an evening. I managed to create an animatic for the replacement to "Deep sell" the visual idea. See in Gumy Second.

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Sport (option 2) :15 sec video script

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DJ (option 2) :15 sec video script.

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Gumy (Option 2) :15 sec video script.

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Gumy (Option 3) :15 sec video script

BELOW:
Editorial photography I directed and retouched for XX Sport Water Resistent Earbuds.
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Motion graphics placement edit and a pre-run phone test shoot helped dial in the details early. Also story direction frames and an aerial map of my shot types I wanted at each location in the park.
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Editorial photography I directed and retouched for XX DJ Headphones.
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Editorial photography I directed and retouched for XX Gumy Earbuds.
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Setting up and directing. Gumy final boards
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BELOW: 
Since the gumwall was no longer an option, I had to go to come up with another idea. This is a storyboard with an animatic to demonstrate the concept of a girl coming across a graffiti wall and out of curiosity follows the animated instruction which absorbs her into a living world of sound and she becomes the new graffiti.
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BELOW:
45 sec all-in-one scene integrations (Free Run & Gumy). DJ step out of club into alley was implied in creative deck. (Green arrow is Sport, Pink arrow is Gumy).
BELOW:
An early concept for Gumy. The idea was to play off the gum wall with CG and match moving. Talent would be female and an active person with choreography and dance background.

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