As long as I’ve worked in advertising, the old adage of “Fast, Cheap or Good, pick two” has always limited productions and creative campaigns. One thing I truly believe in is pushing always the boundaries with technique + technology to bridge the gap between these three pillars that ultimately define the success of the final product.
For Union Garage, who I’ve done lot’s of work with in the past, they wanted to showcase a very innovative new product; a high powered, electric power washer called Muc-OFF (I see what you did there). Thing is, they needed it shot and up online in one day. Fortunately, I have a weakness for new tech, and with a Samsung s21 Ultra in my pocket, I became a mobile 8k production studio.
The result was a fun film with face-melting slow-motion and pristine image quality. Shot and edited entirely on the cellphone, the film and supporting images were up on the web in only 4 hours. I’m not saying I would want all productions to go down this lightning pipeline, but it’s good to know how far you can push the limits with just what you have in your pocket.
