Addie was launching Transform, her new online program, and needed a promo that matched its tone: calm, intentional, and focused on the person rather than the production. That meant no aggressive transitions or rapid cuts.
I handled the project end to end, from creative direction and shooting through the final edit. Working at a slower pace changed how I approached every stage. I built shots that could hold on screen longer and let the pacing carry the story instead of the effects. The result is a clean, steady piece that invites viewers in rather than rushing them through.
Padel Club Austin needed a promo to announce a new racket arriving in their shop. The goal was to build hype without giving everything away, so the video had to make people want to see the racket in person.
I built the edit around contrast. When the racket was hidden, cropped out, or shot in tight close-ups, the pacing stayed slow and deliberate to build tension. The moment it came into full view, everything sped up: fast cuts, handheld movement, and motion blur that gave viewers just enough of a look before pulling it away. The result keeps the racket feeling exclusive and leaves the audience wanting a closer look.
Everyone sees the miles, but no one sees the mental battle.
Putting one foot in front of the other when your body says no.
Putting your shoes on when your mind says, “Don’t.”
Fighting the voice that says,
“Stop. Turn around. 4 miles is enough.”
The hardest part isn’t always the run.
Sometimes, it’s convincing yourself to keep going.
Launch campaign for Giga Fitness.
The entire creative direction was three words: contrasting and moody.
That kind of trust is rare, and it's where I do my best work — building the look, the lighting, and the edit from the ground up instead of executing someone else's storyboard. Hard light, deep shadow, no filler.