The brief:
Presented with the opportunity to direct a new feature short for FP Movement, I was given free rein to tackle any activity.
The solution:
Understanding that the brand was soon about to release the first direct mail piece highlighting FP Movement, I quickly collaborated with the in-house team to recreate the cover image on video. I scripted a short vignette with little time and a small budget that built a real moment around that key image. Hat’s off to the entire team for hustling and pulling it off. The visual continuity speaks for itself.
Within hours of the sneak peek being posted to social media, the short had received over 200K views and highly positive reviews labeling it as inspirational, beautiful, and optimistic. Ultimately, the brand was praised for using a real dancer and its commitment to authenticity.
Client: FP Movement
Role: Concept + Development, Script, Film & Edit Direction, Art Direction, Design Direction
