Concept Development
Creative Direction
Content Strategy
Visual Storytelling
Technical Planning and Execution
Editing and Post-Production
Project Management

The Challenge

The tight half-day slot in the schedule of this emerging artist compounded the production difficulty of the video for Ortiz’s latest release. His management wanted to cement his position as “of the people” while insisting on cinematic qualities. Target audience: females under 25, ideally all with a crush on Antony.

The Solution

We rented a disused factory in Compton, LA, and dressed it with hints of 30s interior that we could color grade in post-production to achieve an ironic sense of glam—a blend of romantic indulgence in an edgy setting. The smart part of the solution was the single take. Detailed prep by the 7-person, 2-camera crew meant we had Ortiz in and out before time was up.