NEW BALANCE X AROY
In a recent collaboration with New Balance, I was brought on to produce and shoot a commercial that blends movement, mood, and story. Working closely with the brand’s creative team, we led the project from pre-production through final delivery—handling location scouting, casting, and scheduling. Shot on Alexa Mini with Cooke lenses, my crew leaned into natural light and handheld cinematography to bring a raw, kinetic energy to each frame. Every department—from camera to grip to post—played a role in shaping the final look. It wasn’t just a shoot—it was a story in motion, and I’m proud to have brought it to life.
BEHIND THE SCENES
Behind the scenes, the set was charged with creative energy. From the first call to the final shot, the vibe was collaborative, fast-moving, and full of intention. Working closely with the actor brought a natural rhythm to the shoot—improvising moments, adjusting on the fly, and capturing those in-between beats that made everything feel real. It was one of those rare projects where the process itself was just as inspiring as the final product.
Director’s Note: “We wanted the spot to feel alive—honest, grounded, and in constant motion. It was about capturing not just the product, but the rhythm and attitude that define the New Balance identity.”
