Scalable Capital

This project is a bit special to me because it was my first proper 30-second TVC, which, in today's 6-and-20-second climate, is practically a rarity. Those extra ten seconds completely changed the feel of the edit. Suddenly there was room to let the film breathe, let beats land, let performances sit instead of sprinting to the logo. Working with Jen Krause was a blast. Her understanding of framing and casting is next level, and editing into her footage is the kind of problem you actually want on your desk. Every shot had intention, which made shaping the film feel more like conducting than cutting. More 30s TVCs, please. And more Jen.