Although I began my career focusing on graphic design, in recent years I have become more interested and involved with video direction and production. Considering the number of applications video has for social media and short form content, this is an area I am really excited about.
The Men in Motion marketing campaign has been extremely well received, and it's one of the things I'm most proud of creating, directing, and writing copy for.
Each profile follows an actual EFM consumer and looks at the different ways they use the brand within their lifestyles and interesting careers.
To capture the inspiration and drama of each season's collection, twice a year I set up a day long shoot to build a little excitement for the upcoming product release.
These "trailers" are on location and require a fiar amount of scouting, editing, and of course, original music.
There's no better way to experience EFM than in motion. Each season I direct and produce short design detail, fabric, and style guide videos to help consumers and retailers better understand the product.
These videos have become increasingly popular and have even been used by Saks in their 5th Avenue flagship to promote the brand.
Although I am always too busy backstage to actually shoot or direct runway videos, I work closely with the camera operators to establish frames, and am involved in the final editing.
These videos are an interesting way to show the collections to buyers, retailers, and consumers who were not able to attend fashion week.
While I often put together loops for point of purchase display, showrooms, or trade shows, this is an example of an original piece I created for a Nautica sales meeting in Shanghai using found footage and rights-free music.
The idea behind this video was to communicate the lifestyle of the brand as it is perceived in that market - a combination of coastal living, yachting, and celebrity culture.