JVC needed a string of videos and photography for their new OOH and web headphones campaign. I negotiated with Pixelfire Productions to concept and direct the spots and also work in post-production including retouch and art directing the content. For this project, I also dipped into casting, design aesthetics, wardrobe, makeup and styling, narratives, and overseeing the shoots.
I tried to put together a good case study here without the videos as they are unavailable but we created four videos in total in just under two months and directed photography using a few different photographers for each. I offered about 10 different concepts for each campaign in total (including copy-hierarchy treatments) with several urban-connected stories and product placements.
Creative Director, Photo & Video Art Director, Designer / Pixelfire Productions, JVC
Elations Campaign
Pre-Pro
Wardrobe and makeup style color pallet choices.
Elations
Web launch and editorial lifestyle-product photography.
JVC Trio Campaign
Fitness, XX, Gumy OOH video stills.
XX DJ
Over-the-ear headphones editorial lifestyle-product photography. Copy
Extreme Fitness
Waterproof earbuds video shot for OOH, video frames, editorial lifestyle-product photography.
Gumy
Earbuds for video frames for OOH, and lifestyle-product photography.
Gumy
Additional product-only concepts for print and video.
I had the idea to take the name of the product SKU and incorporate a sort of surreal fantasy scene with the product as a Photoshop mashup that would eventually get animated. So peppermint blue would have peppermint blue and a wintery sort of scene. Peach pink, peaches... etc. You get the idea.
