Everything, in one place.
Brand films, testimonial spots, walkthroughs, and the weekly short form work.
Xero Shoes, Sandal Launch Spots
Xero Shoes was launching a new sandal line, and their creative team was already coming to Florida for a pickleball tournament, so we lined up a video shoot for the sandals while they were here. We produced it, and I spent about a month casting to find the right people. The crew was a director of photography, a camera assistant, hair and makeup, a grip and a production assistant, and Xero's own photographer was on set. I locked the locations and pulled the permits from the city.
We shot for two days between St. Pete Beach and Lido Key in Sarasota and covered every sandal in the line. The bigger job was the edit. All of it had to be organized into cohesive spots by model and colorway, which came out to more than seventy variations at thirty, fifteen and six seconds in three aspect ratios. It had been a while since I was on a commercial shoot like this. The footage came out the way everyone hoped, and Xero got a lot of variety out of two days. A few of the cuts are below.
The shoot schedule, both days
Corporate Demo Reel
Better at Beach, Testimonial Spot
Mark Burik founded Better at Beach and plays professionally. He had seen my work online and knew story driven video is what I do. Most of the brand's content was straight tutorial, and he wanted something different.
The stories were already there. Players who signed up for a camp skeptical and now take time off work and travel to train, because they fell for the sport, the community and the coaches. It is a testimonial, but for Better at Beach it was a first step toward putting the players themselves on screen, and for a short video I think it gets there.
Nichole Zych, Wellen Park Walkthrough
Nichole is a real estate agent. This is a walkthrough of a house in Wellen Park, a newer community with some very nice developments in it.
Her point was that at this price range it's rare for a house, even a nice one, to have finishes like these, and some of the builders in Wellen Park paid real attention to those details. So the video starts on the finishes, then opens up to the community, the schools and the amenities, and what living there actually looks like.
Loyd Robbins & Co, Brand Film
Loyd has lived in Sarasota since he was a kid, and most of what he grew up around has changed. Downtown, east of the highway, all of it. A lot of people who have been here a long time see that change as a loss.
Loyd sees it differently. Development is what made it possible for his family to run a business here and take the boat out on a weekend. Sarasota couldn't support that kind of life before. Most of us live that lifestyle while criticizing the development that built it. He isn't picking sides in this film. He walks through projects he has been part of, some of them deals on land where he grew up that is now an office park, and what they brought to the area. It is an angle only Loyd Robbins & Co could take, and it shows how well he knows this town, which is the real reason people work with him.
Short form