SPACE FOR SPONTANEITY
I was hired by DNA in Seattle to direct a 30 second spot and to create an image library for their client Memorial Care in Orange County. While on set, I strive to create space for spontaneity to occur. What I loved about working with DNA is that they gave me the opportunity to do this. In turn I gave that space to my DP and, with the support of a rock-star production team, we pulled off an incredible shoot, capturing moment after moment after moment.
We worked as one unit as we shot the 12 scenes over two days. I’d set the stage with the gaffer, style and art department. I’d shoot the stills first, then grab a video monitor and direct the talent for the DP, all while collaborating with DNA’s creative director. All of the talent were connected to the client in some way and were non-professional models, with the exception of one person (let me know if you can figure out who!).
Big thanks to Lianne and Dave from DNA , producer Carmel Berholtz from Indigital Studios, and the cinematic magic by DP Jason Baffa.