This ad spot involved the coordination and activation of multiple teams. I lead the creative direction of the narrative development and scene creation in a way that aligned with evolving brand codes and guidelines. My creative direction pull on dynamic camera movement and motivated lighting to place customer personas in organic environments based on natural moments in their ‘everyday’.

Once the creative direction was established, I worked with the CMO and finance team to secure budget approvals and financing for the creative vision. This included securing production team and talent scouting.

On each shoot day, I was leading the talent with on-screen direction as well as how to implement the product (mobile app) in mission-critical scenes.

This shoot required a deep understanding of how to execute specific edited sequences for ad spots across all major ad channels. This was no easy task. So, through careful storyboarding and rapid rough cutting, my team was able to execute on each deliverable within a two-week span, all under strict delivery timlines.