Friedman’s Appliance, a regional appliance retailer, allowed me to explore a concept that was personal to me. Instead of having a traditional product commercial showing the store inventory with a generic spokesperson, I thought what if I created a faux design show with two faux host designers that would validate the stylish choices available at the store. That way I could make (3) thirty second “cable TV show trailers" featuring the clients merchandise in a fun and entertaining way. I even made a HGTV style "show open” to establish them as authentic celebrity designers. The campaign turned out to be a huge success, both for the client and Time Warner Cable. Home owners came from distant markets the store had never reached before like the affluent Orange County area. When I exceed the expectations of those involved, it makes my work very satisfying. Written, produced, directed and edited by myself with 4 man crew using Canon DSLR, dolly, jib and Final Cut Suite using Motion.

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