Snippets from a brand video for @rails featuring their awesome founder @thejeffabrams ✂️
I had a blast directing this one with @malibumirv and getting to tell the Rails brand story. From $5,000 and a black hat to over $1 billion in retail sales today, it's an impressive story of entrepreneurship and resilience.
RYZE | Perfect Conditions 🍄 (Part II)
Since RYZE’s mushrooms each require a unique environment to thrive, our goal was to show them in their natural habitats under ‘perfect conditions.’
We brought a Northwest-inspired forest to @steezstudios and built a custom 16 x 20 ft. forest floor set for the mushrooms. The build included real trees, plants, moss, and soil on a raised Steeldeck platform. The entire setup was on casters in front of a forest backing, allowing us to shoot each mushroom from a completely different angle (e.g., Shiitake pushing down the side of a growing tree and Cordyceps at the base of a mossy hillside). We used a Technocrane to find creative angles for each mushroom and varied the lighting and weather (sun, rain, ground fog, etc.) to make them all feel distinct.
This project was an absolute blast from start to finish. Thank you to the incredible @fsmediahouse team and our amazing cast and crew for bringing this one to life. Check out the last couple of slides for some BTS!
