RUN WITH YOUR HEART

ROLE

Director/Writer/Producer/Editor

Writer

Director

Producer

Editor

PROJECT

Spec Commercial

Writer

Director

Producer

Editor

CREW SIZE

12

DURATION

2 min

TIMELINE

Aug - Oct 2024

Aug 2023

Present 

Run With Your Heart (2024) is a New Balance spec-commercial that showcases the memories we attach to ordinary household items in our lives. This was a project I made solely to develop as a director and work on different forms of projects I wasn't as experienced in.

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FILM

LOGLINE

Before a night out, Harry is brought back to a flood of memories after picking up his old sneakers. He revisits the highs and lows of a previous relationship and the chaotic life he once lived.


Please note: New Balance did not pay for or have any involvement in creating this video - it is purely for spec work.

MY PROCESS

GOALS & CHALLENGES

The goal of this project was to create a succinct commercial that balanced story and product in under 1 minute and 30 seconds, keeping in mind the following challenges:


  • Create a story arc between characters and product within the time frame.

  • Develop a visual language identifiable for the product, matching the brand's current themes while still creatively expressing new ideas. 

  • Demonstrate youthful spontaneity and connection through product and circumstance. 

  • Film entire commercial consisting of fourteen different locations in a 24-hour film schedule.

The goal of this project was to create a succinct commercial that balanced story and product in under 1 minute and 30 seconds, keeping in mind the following challenges:


  • Create a story arc between characters and product within the time frame.

  • Develop a visual language identifiable for the product, matching the brand's current themes while still creatively expressing new ideas. 

  • Demonstrate youthful spontaneity and connection through product and circumstance. 

  • Film entire commercial consisting of fourteen different locations in a 24-hour film schedule.

STORYBOARDS

VISUAL LANGUAGE

Living life through different directions.

LIMITING INFORMATION

Only showing characters' faces at the beginning and end, ultimately focusing on the product and visual themes for the story.

BPM

Making movement purposeful by filming with metronome at 140 BPM to sync to soundtrack like a musical.

OUTCOMES

TEAM’S SUCCESS: 

  • Successfully filmed all fourteen sequences/locations under a 24 hr film shoot. 

  • Coordinated crew which involved 2-weeks of casting, location scouting, equipment rental, and filming. 


DESIGN IMPACT:

  • Successfully matched-framed and tempoed film sequences to work seamlessly with musical edit. 

  • Kept succinct story under 1 min 30 sec commercial timeframe. 

LEARNING MOMENTS:

  • Adapted to the fast-paced schedule by prioritising essential shots to reduce potential production delays.

  • Learned to experiment in concise storytelling for work shorter than 2 minutes. This includes utilizing repeated metaphors and effective framing.

Strange Embrace

UAF Honors Series