Everlast "Make Me King"

THE DELUSION

We aimed to create a piece of self-reflection.  A fighter must embody his own delusion, with unmistakable faith in his prowess.  Such belief created this fantastical visualization of a cleansed release that ultimately charts a path toward success.  Inspired by choice words of Walt Witman, this concept was derived from pensive thoughts and executed through sound.

“Empty your mind, be formless. Shapeless, like water making its way through cracks. Do not be assertive, but adjust to the object, and you shall find a way around or through it. If nothing with you stays rigid, outward things will disclose themselves.”

Bruce Lee’s philosophy applied to our copy and cinematography.  Placed inside the visual and shaped by the subject is this immersive experience.

Producer: Andrew Baron-Vartian | Director: Aaron Robinson
DP: Luke Dejoras | Editorial: Aaron Robinson
Talent: Mark Poletti, Gregory Baron, Kevin Harvey

GET DIRTY

Shooting in the ring was a labor of love – a longstanding bout that eventually saw its moment.  These are the projects I love.  With various opportunities, I too took the floor.  Punching, kicking, and physically exuding my direction I choreographed each moment like a bachata with camera.  It’s a bruising quarrel, but without extending beyond your means, nothing will every truly be creative.  I believe action should be tangible; the audience feels each through motion and digs in for the visual toil.  Relishing the impacts of blood and sweat, every moment was crafted with a pragmatic brush.

BLOOD + FEARS

We battled between two talented professional boxers (of age 9 and well, much older); but the most contentious bout of the year made scheduling impossible.  Thanks pretty boy!  We lucked out with Mark Poletti, accompanying his physic & talent, towered a fighter more obliging and collaborative than we dreamed.  Now, how do you make an imaginary fight look real?  If I’m decent at anything, it’s building a perception beyond self.  Becoming the object of our fighter, we’re able to suspend disbelief and circle the internal conflict. We shot in only a few hours and somehow the hound still saw its coup de grace.  Still I’m shadowed by a few regrets and failure in my true attend to detail, but left to roll with the punches and trust my instincts, the print is jake.

SCMA "Untouchable"

SILENT MIND

South Coast Martial Arts school is a family run facility founded in 1993 that features various training & fighting areas for Boxing, Kickboxing, Wushu, King Fu, Brazilian Jiu-jitsu, Muay Thai, acrobatics and more.  Instructors and trainers teach kids & adults of all ages the traditional principles that strengthen the body, mind, and spirit.  Learning to master the mind leads to a greater understanding of the world around us.  With a creative and visually compelling concept, we wanted to shoot an ad that left people spellbound, drawing viewers into a world they too could adopt.

EVOLUTION

Imagine slowing present time to a crawl and exploring this world. I aimed to couple our action with big moves, while rolling in super-slow-motion; however, the camera direction far exceeded our budget.  In this moment I understood how difficult it is for others to grasp the gravity of your ideas.

Repeatedly explaining your vision is draining. An affirmation of understanding and queries suggesting the contrary can become an incessant obstacle. Inevitably the idea evolved into a more realistic depiction, in hopes of penetrating the minds of our audience and imparting the simple core of our message: We can all become something more. You can champion your body. The story we created are mere moments captured while life unfolds, strung together like a mildly comprehensible mind map.

MOMENTS THAT MATTER

The execution of this concept goes beyond verite, the scenes staged were intended to capture and heighten those moments that matter.  Stalling mid-air, floating in the ring, striking beyond limitation, and defining yourself so you can elevate higher than your desires intend.  These fighters and trainers opened themselves to our cameras, so we may for a flash feel alive inside their world.

Producer: Andrew Baron-Vartian
Creative Director: Aaron Robinson
Cinematographer: Luke Dejoras
Editorial: Aaron Robinson
Talent: Philip Sahgun, Mark Poletti, Sebastian Castellanos, Rachel Ott, Krista Robers, Wes Scarpias, Daniel Kim, Alan Kemp, Seamus Magee, Adam Wayne, Dana Mackie, Austin Mcallister

Google "Work on the Go"

Google Drive was implemented company wide since we opened shop.  Our collaborative environment draws peeping eyes with every new document and spreadsheet.  From the production office to on-set supervisors, on a moments draw white rabbits are expected on demand.  Various tools have come and gone, but to date only Google Drive has seamlessly melded into our workflow.  Sharing content, controlling view & editorial preferences, and linking to scores of platforms is second hand.  We approached the idea of highlighting Drive within a real world workplace and decided what better environment than our own.  This product positioning starts with the Chromebook and an overly simplified message: Social collaboration with all content is simple.  But saying isn’t the same as doing.  Apple doesn’t tout their computers coolness.  In creating a visual proof point we aimed to demonstrate this ease.  Doused with our vibrant smiles and some creative animation, the ad crowns the Chromebook + Drive as an invaluable mobile tool.

Producer: Andrew Baron-Vartian | Creative Director: Aaron Robinson | Cinematographer: Yev Shrayber
Editorial: Aaron Robinson

Podio "Man Discovered Podio

The room smelled of dust and reams of inked paper.  Opposite to the blinding streaks of sunlight, the sole source of omnipresence, he sat perched before an arcane oak desk.  Littered with manuscripts, ash, manila, and brilliant squares creating a desaturated prism of light, the sight beguiled me.  Despite my hunger, I was cursed by the taste of tobacco clouding my teary eyes.  The odor spawned an irritable mood that resembled the precursor to an acute anxiety attack.  He pulled an unlit pipe from his mouth as he stepped away from the clutter and said, “Work the way you want."

In writing the above passage I visualized the most chaotic desk I could imagine.  Only this environment would prompt a disorganized methodology, illogical workflows, and a reclusive workplace.  Not only does it sound like an unhappy place of business, but also an inefficient office destined for failure.  I ventured to build a set of document disarray and with resolve & persistence; we delivered a fun ad that spotlights the revolutionary effect Podio has in overhauling any business.

THE SOCIAL WORKPLACE

Podio is a new platform that allows coworkers to collaborate in a unified space.  Forget your email and shared lists!  This is Teamwork made easy - empowering the user to structure their preferred interface and processes so they can manage work in their own way.   Like the world we live in, a social core molds the foundation of this modern web interface.  It demolishes the paradigm that shackles millions to archaic tools & software.  For us it’s the true social workplace where we simply get things done.

MORE IS BETTER

Emotion and desire always trumps rational thought when it comes to consumer purchases. Today’s market is filled with buyers craving something fresh.  We long for revolutionary tools, smarter tech, and new ways of seeing the world.  Everything should satisfy this lust.  Connecting to a deeper bond with the product gives rise to a more potent ad.  Leveraging that discovery is often what makes a simple idea great.  The New Year has towed some radical Podio features that present new storylines to target.  If only I could shoot them.

Producer: Andrew Baron-Vartian | Creative Director: Aaron Robinson | Cinematographer: Yev Shrayber
Editorial: Aaron Robinson | Talent: Gregory Baron

Peek Calendar "Humanized"

Peek Calendar is a beautiful new app available only in the App Store.  It's minimalistic design and intuitive UI feels almost therapeutic. The market is presently saturated with all sorts of complex solutions that approach scheduling from every angle.  Peek aims to simplify and streamline the process.  Scanning upcoming events and scheduling feels more like a natural breeze.  I personally find it refreshing at times to peek at only the details I need.  The app inspired this render with all elements and animation created from scratch.  They call it "The Calendar Humanized."

Podio "Build Your Companion"

Years ago I was on the prowl for a cost effective CRM solution that perfectly suited my needs.  Since then I have stumbled over Highrise, Bento, Contactizer, Salesforce, and Nimble.  After various trials and careful consideration these were all determined singular in their resolution.  My business involves project management, large networks, contact communication, collaborative workflows, various events, asset management, mobile offices, third-party platforms, and so much more.  It’s seemingly impossible to find anything that perfectly fits my needs, because every business is different.  A custom Filemaker database sounds choice, however, maintenance is an impossible hurdle considering our small staff with scalable projects of varying independent contractors.  Regardless, productivity & efficiency is the cornerstone of my productions, so a decisive solution is inevitable.

Productivity is never an accident. It is always the result of commitment to excellence, intelligent planning, and focused effort.  – Paul Meyer

To that end, I invested a lot of money in Daylight, a beautiful CRM with iOS integration.  For a year it was essential in managing projects, communication, and tasks.  While a noteworthy solution, its customization was very limited and the company was slow at updating its ailing feature-set.  Miraculously, I one day discovered Podio, which changed everything!  

I was staggered by the ability to implement customizable methods of Project Management, CRM & Lead, Event Management, Collaboration & Social Intranet, Task Management, Automated Workflows, Comprehensive Reports, Alerts, iOS/Android integration & customization, and so much more.  The foundation was so simple, yet powerful.  With hard work, we have build a platform for managing our entire business through Podio and more importantly, it’s essential in our day-to-day activities outside the office.

Amateurs sit and wait for inspiration, the rest of us just get up and go to work.  – Stephan King

Podio has become my right hand companion that creates opportunities for intelligent planning and focused effort on set.  Such productivity allows us to do things that were never before possible.  As an essential variable of our formula to success, appropriate attention is allocated to each present moment – where we spend less time thinking and more time doing.  Standing behind the Directors Monitor and watching our creative vision come to fruition is no accident, but a product of our well-oiled machine.  We’ll let our spec ad tell the truth.

Creative Director: Aaron Robinson
Producer: Andrew Baron-Vartian
Cinematographer: Yev Shrayber
Editor: Aaron Robinson
Talent: Aaron Robinson, Andrew Baron-Vartian,

Jell-O "We Make Smiles"

WIGGLY & GIGGLY

Since inception, Jell-O has focused on their band first, the key to their present success. Through innovative and groundbreaking advertising and merchandising methods, upon a horse drawn carriage Jell-O has rolled into the homes of America.  With 6 delicious flavors of their simple gelatin that became known as “America’s Most Famous Desert,” the brand lived by their slogan:

"There’s Always Room for Jell-O.”

For years Jell-O has propelled themselves into the soul of families.  Embracing sweetness for your taste buds and a playful indulgence of fun, they remind us that life is about smiles.  In my eyes, Jell-O’s identity is affixed to the inimitable comedian Bill Cosby.  I recall the fun music-video-like ads that ran through out the 90’s that claimed, “you could have your fun and eat it too!”  Not since then have I seen gelatin do “the wiggles and the giggles all over the place.”  I wanted to approach this concept with that same infectious tone, exhibiting a variety of kids and families complimenting joyful moments with the celebrated desert.

KIDS WILL BE KIDS

They say to “never work with animals or children” and while I empathize with the merits in such fear, the upside is magical.  Effectively capturing a child’s innocence, curiosity, and creativity can sell just about any product.  The #1 rule to success = preparation for the unexpected!  It’s a seemingly impossible feat, where just about anything can throw you off your game and absolutely everything has the potential to go wrong.  Directing over 25 unique and unpredictable kids (all below 8yrs) was an invaluable experience and with unyielding energy & joy we’re able to capture everything we needed.  Kids will be kids and for that reason its important to adapt to them.

ENDLESS POSSIBILITIES

As a storyteller first and a creative director second, I see infinite possibilities when I look at a body of visuals.  Creating a compelling narrative is always my primary intent; however, this incongruent look presented a unique opportunity in the footage we captured.  My creative core was built in the edit bay – a dark room filled with silent images that require a unique combination of sound design, music, and stylistic cutting to bring life to stills.  With this project, I challenged myself to create an assortment of unique edits with the limited content.

Creative Director: Aaron Robinson | Producer: Andrew Baron-Vartian | Cinematographer: Josh Park
Editor: Aaron Robinson | Talent: Rae Andrada, Michelle Sherrill, Leo Arakelian, Richie Mora, Kellen Harvey, Blake Schweitzer, Kai Henderson, Natalie Weissman, Boriana Williams, Ashley Wolfley, Carlie Grace, Landry Kirk, Ella Ryan, Scarlett La Zelle, Jayde Somerville, Desiree Perez, Gregory Baron, Eva Baron, Kevin Harvey, Catherine Harvey

Kellogg "Magical Farm

THE TALE

We believe that kids’ imaginations have the power to inspire and change the world.  Their creative ability to dream up atypical concepts brings joy to our hearts.  If only our children could build the worlds they imagine.  They gravitate towards technology and share magical ideas only they can imagine.  With that in mind I penned an innocent conversation between two boys as the eldest tells a whimsical story about how Frosted Flakes are made.

THE BROTHERS

This innocent story rests on the shoulders of two young boys.  With three days of pre-production and no money, somehow we stumbled on two adorably talented actors: Travie Ochoa & Kai-Everest Miller.  Both boys are charming on and off screen.  They walked on set green and pummeled our shot-list in just a few hours.  We’re eternally grateful for their endearing personalities and infectious curiosity on set.

Creative Director: Aaron Robinson
Producer: Andrew Baron-Vartian
Cinematographer: Josh Park
Editor: Aaron Robinson
Talent: Travie Ochoa, Kai-Everest Miller, Rae Andrada

REACHING MOMS

The United States cereal market earns over $10 Billion annually.  As the most popular at home breakfast meal, breakfast cereals eaten per person continues to grow and for that reason the sector continues to invest in R&D and marketing of new brands.  Cereal is simple, delicious, healthy & nutritious, which is why parents continue to provide their kids with these breakfast meals every morning.  We wanted to highlight a healthy option that’s also a favored choice by kids.  Frosted Flakes is a good source of calcium and vitamins, while satisfying the taste bud.

Bank of America "More Playtime"

One of my father’s favorite television shows was The Courtship of Eddie’s Father, so naturally when “B of A” ran an ad featuring the shows “Best Friend” theme song by Harry Nilsson, an endless of stream of stories follows.  The song has since become an iconic indication of father-son bonding and triggers that motive with my own father.  I wondered what a similar ad might look like from a grandson’s perspective.  Many might recollect memories of the love and unique bond transcending generational lines.  Lessons are taught, wisdom is imparted and heartfelt friendships are built.  Sometimes we forget the jubilation of living in the moment (absent of headphones, internet and television) and fail to revel in our short-lived life together.  Feeding off my own grandfather-grandson relationship, I built a narrative around a young boy who recognizes the significance of this friendship.  He recalls the joyous times spent with his grandpa: throwing the pigskin, learning the secret to chess, discovering youtube, and flying paper airplanes.

Creative Director: Aaron Robinson | Producer: Andrew Baron-Vartian | Cinematographer: Josh Park
Editor: Aaron Robinson | Talent: Gary Kauffman & Mateo Franco

Apple "Siri"

Creative Director: Aaron Robinson
Cinematographer: Luke Dejoras
Editor: Aaron Robinson
Talent: Kellen Harvey

Apple is a beautiful brand creating unique tools that enhance people’s lives.  Siri is that medium communicating directly with the user to deliver informative details that supplement their inquisitiveness.  This creates a foundation for one of the most educational tools in the modern era.  It’s a simple concept that bridges the gap between our most curious self and a world of knowledge.

View fullsize

“There is a profound and enduring beautify in simplicity.”

— Jony Ivy | Apple

Combining the magic of curiosity with the simplicity of a child’s query, resulted in this beautiful concept. Kids say the darndest things and with Siri at their fingertips, magic just happens.

Chase "These Hands"

Entrepreneurs are visionaries who see the world differently and yearn to change it.  With unwavering conviction in their ideas, these beloved select climb to the top.  Names like Jobs, Gates, and even Zuckerberg always come to mind.  We’re drawn to them.  They take risks and dare to fail!  In a relentless celestial odyssey surrounded by great planets and stars, these black holes lure us in.  I thought about ways to directly connect with this audience.  Pondering the complexities of their businesses, they’re always eager to elevate with each stride.  Proud and steadfast – they rely on a necessary partnership that embraces their vision and invest in each new venture.  Illustrating a variety of visually stimulating workspaces, I wanted to diversify the background environment and create a seamless timeline with an independent foreground.  The idea is that inspiration leads to new and great things.  Also, the physical constant alludes to a “right hand” partnership that aids in this groundbreaking change. Coupled with language that identifies these captivators as originals, creators, and visionaries with a reach beyond their office.  I thought about identifying this partnership with the brand as favored and trusted, one with iron support.  This motivational tone should reinforce any proud members mindset and hopefully encourage prospects to investigate the benefits of such a union.  To avoid stretching far from this strategy, the idea of spending less time saying all lead to one conclusion: Simple is bigger.

Creative Director: Aaron Robinson | Producer: Andrew Baron-Vartian | Director or Photography: Luke Dejoras
Editor: Aaron Robinson | Art Director: Samantha Holt