https://griffgroff.com griffgroff.com Fri, 11 Apr 2025 20:10:26 +0000 https://griffgroff.com en https://griffgroff.com/THE-FAMILY Wed, 15 Mar 2023 19:08:17 +0000 griffgroff.com https://griffgroff.com/THE-FAMILY 01 THE FAMILY <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/563973bb82792bc62693c380f2134986e69b8b70d90d3ea2373ec33151c521ba/ezgif-4-4f397dd013.gif" data-mid="172443579" border="0" alt="Animated explainer video for Walmart Media Group" data-caption="Animated explainer video for Walmart Media Group" src="https://freight.cargo.site/w/800/i/563973bb82792bc62693c380f2134986e69b8b70d90d3ea2373ec33151c521ba/ezgif-4-4f397dd013.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/9a51848938cbe92bbb51e9d5f2a89cfcdc321e511c0f25c4d850fc1b85e8d494/ezgif.com-optimize.gif" data-mid="172690948" border="0" alt="LED Wall installation for Laver&eacute;e" data-caption="LED Wall installation for Laverée" src="https://freight.cargo.site/w/600/i/9a51848938cbe92bbb51e9d5f2a89cfcdc321e511c0f25c4d850fc1b85e8d494/ezgif.com-optimize.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c9fa58365825f97127c8522cdff4ed070636e84fe597accd0033c7669d656551/Movies---TV-3_20_2023-5_17_28-PM.png" data-mid="172599936" border="0" alt="B2B marketing video for Paypal" data-caption="B2B marketing video for Paypal" src="https://freight.cargo.site/w/1000/i/c9fa58365825f97127c8522cdff4ed070636e84fe597accd0033c7669d656551/Movies---TV-3_20_2023-5_17_28-PM.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1aad66efbef2767445031cdf7a6dbf2a3893f1fdac6e51a093f0ade62fe3b59a/Movies---TV-3_20_2023-5_17_24-PM.png" data-mid="172599935" border="0" alt="B2B marketing video for Paypal" data-caption="B2B marketing video for Paypal" src="https://freight.cargo.site/w/1000/i/1aad66efbef2767445031cdf7a6dbf2a3893f1fdac6e51a093f0ade62fe3b59a/Movies---TV-3_20_2023-5_17_24-PM.png" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/865326e6fef7d7a59ed6d7036418d010c8ffa5984cd82dfc36cb69fec295d8d4/ezgif-5-63ba4277c9.gif" data-mid="172692570" border="0" alt="Interview series for Macy's" data-caption="Interview series for Macy's" src="https://freight.cargo.site/w/600/i/865326e6fef7d7a59ed6d7036418d010c8ffa5984cd82dfc36cb69fec295d8d4/ezgif-5-63ba4277c9.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/742d25d5d14fad21f111aef1d3ee3a0db206208303bbc73cc1ef675a917548f7/ezgif-5-cb84c31c7c.gif" data-mid="172692576" border="0" alt="Promotional video for Derren Brown" data-caption="Promotional video for Derren Brown" src="https://freight.cargo.site/w/800/i/742d25d5d14fad21f111aef1d3ee3a0db206208303bbc73cc1ef675a917548f7/ezgif-5-cb84c31c7c.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9c202c23d8c401b2654afc46434a39ebd3b12912ad13691531011135c9495720/Sequence-03.00_05_01_07.Still008.jpg" data-mid="172598083" border="0" alt="Set and background visual design for Joey Bada$" data-caption="Set and background visual design for Joey Bada$" src="https://freight.cargo.site/w/1000/i/9c202c23d8c401b2654afc46434a39ebd3b12912ad13691531011135c9495720/Sequence-03.00_05_01_07.Still008.jpg" /> thefamily.tvsince 2016 This has been my main focus since 2016. What began as a front for two guys with computers grew into three guys with computers that have done roughly two million dollars of business since 2020. Is it a world changing amount of money? Absolutely not. Is it miles away from our wildest expectations? Yes. The Family, to me, is defined more by it’s range than it’s scope or size. While we certainly made rent and paid ourselves by making silly content for agencies, the company was founded with the intent to push ourselves into mediums we were totally unfamiliar with. Through sheer force of will, luck, and lying, we broke into virtual reality, tour visual content creation and VJing, LED Wall installation, and eventually virtual production. Our client list spans a vast range, from background visuals for Joey Bada$$ and T-Pain, to corportate B2B marketing for Walmart Media Group and Paypal. From PSAs with Blueland to a LED wall build in SoHo for Laverée. If we thought a project would be interesting, we’d figure it out. I’ve run The Family with my founding partner Steve Dabal since 2016. Sebastian Clore-Gronenborn joined us in late 2020. Skills Attained: How to operate a business at a profit, how to navigate complicated client politics, how to stand my ground, how to defend my people, how to read a contract. Creators featured above: Steve Dabal Sebastian Clore-Gronenborn Filippo Nesci Olive WelshBryan Dodson Michelle Dodson Maren Jevremov https://griffgroff.com/XR-VP Tue, 21 Mar 2023 19:19:48 +0000 griffgroff.com https://griffgroff.com/XR-VP 02 XR/VP <img width="4000" height="2666" width_o="4000" height_o="2666" data-src="https://freight.cargo.site/t/original/i/773a391fb92a90b73e8213ffbd50b2007b91d9fb398509b5f9d296ca74d95493/101221_Family_Studio_0297.JPG" data-mid="172576954" border="0" src="https://freight.cargo.site/w/1000/i/773a391fb92a90b73e8213ffbd50b2007b91d9fb398509b5f9d296ca74d95493/101221_Family_Studio_0297.JPG" /> <img width="2012" height="1012" width_o="2012" height_o="1012" data-src="https://freight.cargo.site/t/original/i/cb3e43d0a399d7f60f317a351e4fd075f781bfd8858b6763f4d961d79b096387/Overview.png" data-mid="172576957" border="0" src="https://freight.cargo.site/w/1000/i/cb3e43d0a399d7f60f317a351e4fd075f781bfd8858b6763f4d961d79b096387/Overview.png" /> <img width="2000" height="1333" width_o="2000" height_o="1333" data-src="https://freight.cargo.site/t/original/i/cc358026afd14f740f606fbe28707297cc8c53fcf23bdab238c943829933a7cb/theFamily_Stage.png" data-mid="172600605" border="0" src="https://freight.cargo.site/w/1000/i/cc358026afd14f740f606fbe28707297cc8c53fcf23bdab238c943829933a7cb/theFamily_Stage.png" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/fc3511d1b963b75b6322b12229b03d25735f0de7c1eceb42160f351db631a015/ezgif.com-video-to-gif-vp.gif" data-mid="172691997" border="0" src="https://freight.cargo.site/w/800/i/fc3511d1b963b75b6322b12229b03d25735f0de7c1eceb42160f351db631a015/ezgif.com-video-to-gif-vp.gif" /> <img width="960" height="640" width_o="960" height_o="640" data-src="https://freight.cargo.site/t/original/i/806f3a5b82eb9b6211fb73e388c79319e12ae2e95edf742bb359134eff6b7d4b/theFamily_Products.png" data-mid="172576958" border="0" src="https://freight.cargo.site/w/960/i/806f3a5b82eb9b6211fb73e388c79319e12ae2e95edf742bb359134eff6b7d4b/theFamily_Products.png" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/970e7a8599d51b0f6af35fecd5da050b2114a87206d90ae49e1351d4ba13e551/ezgif.com-video-to-gif-vp2.gif" data-mid="172691998" border="0" src="https://freight.cargo.site/w/800/i/970e7a8599d51b0f6af35fecd5da050b2114a87206d90ae49e1351d4ba13e551/ezgif.com-video-to-gif-vp2.gif" /> <img width="4000" height="2666" width_o="4000" height_o="2666" data-src="https://freight.cargo.site/t/original/i/857584d2ae9e73db80ad23b314f28ed98aad8637fb140c89b8e94f5998ba6fd2/101221_Family_Studio_0574.JPG" data-mid="172600604" border="0" src="https://freight.cargo.site/w/1000/i/857584d2ae9e73db80ad23b314f28ed98aad8637fb140c89b8e94f5998ba6fd2/101221_Family_Studio_0574.JPG" /> thefamily.tv x choreografx.comsince 2021 Somehow, my business partners and I found ourselves in a position to start one of the very first Virtual Production stages. We did this in close collaboration with Choreografx, an incredible experiential design studio based out of Brooklyn and Atlanta. The build was based on prioritizing car process as our main service, but with enough flexibility to allow us to shoot nearly anything. After months of testing, training and building, we came out on the other side with a fully functional XR/VP studio. We ended up building our stack on the Disguise platform, which worked fairly well with our Stype Redspy camera tracking.&nbsp; This was our most ambitiuous technical challenge. With the support of the brilliant team at Choreografx, we managed to create something really functional. During it’s relatively short run, our stage supported projects for Jose Cuervo, Zooz Bikes, and critically acclaimed feature film, Molli and Max in the Future.&nbsp; You can take a peek at the tech and process here. Whether or not it was a success is a long story. Ask me about it sometime. Skills Attained: An intimate, hands-on understanding of how virtual production really works, from concept to product. How to budget a virtual production project. How to finance large equipment purchases. Creators featured above: Steve Dabal Sebastian Clore-Gronenborn Filippo NesciBryan Dodson Michelle Dodson Maren Jevremov https://griffgroff.com/Cinematography-and-Production Tue, 21 Mar 2023 19:50:25 +0000 griffgroff.com https://griffgroff.com/Cinematography-and-Production 03 Cinematography and Production <img width="2048" height="1152" width_o="2048" height_o="1152" data-src="https://freight.cargo.site/t/original/i/74deeb75bb8ee78aa13b2506cdce8d56e99b509002e40006f155ac8ad3804234/manistill1.jpg" data-mid="172595405" border="0" src="https://freight.cargo.site/w/1000/i/74deeb75bb8ee78aa13b2506cdce8d56e99b509002e40006f155ac8ad3804234/manistill1.jpg" /> <img width="2048" height="1150" width_o="2048" height_o="1150" data-src="https://freight.cargo.site/t/original/i/c5ad3b29836e682eca6ef5cdbf26c29511544c453bf3d4a45db025aea6708786/IMG_6758.jpg" data-mid="172580953" border="0" src="https://freight.cargo.site/w/1000/i/c5ad3b29836e682eca6ef5cdbf26c29511544c453bf3d4a45db025aea6708786/IMG_6758.jpg" /> <img width="1776" height="1184" width_o="1776" height_o="1184" data-src="https://freight.cargo.site/t/original/i/24e25cf5b182b483eba084a7b15027a7f59299e764724039792f637cc124b58f/IMG_2486.JPG" data-mid="172580952" border="0" src="https://freight.cargo.site/w/1000/i/24e25cf5b182b483eba084a7b15027a7f59299e764724039792f637cc124b58f/IMG_2486.JPG" /> <img width="4500" height="3051" width_o="4500" height_o="3051" data-src="https://freight.cargo.site/t/original/i/b7c1013d5acf0ddcbf7cf37c25e09e9833569a112117425724340071d7920833/DSC00672-copy.jpg" data-mid="172604702" border="0" src="https://freight.cargo.site/w/1000/i/b7c1013d5acf0ddcbf7cf37c25e09e9833569a112117425724340071d7920833/DSC00672-copy.jpg" /> <img width="2048" height="1365" width_o="2048" height_o="1365" data-src="https://freight.cargo.site/t/original/i/0760616f34b70d5cb65ee79b1300947ed05977e1c0abea38aef38170f99486a7/80558794_10221627378651441_1793562352646356992_n.jpg" data-mid="172699514" border="0" src="https://freight.cargo.site/w/1000/i/0760616f34b70d5cb65ee79b1300947ed05977e1c0abea38aef38170f99486a7/80558794_10221627378651441_1793562352646356992_n.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/636db07a0e9c3c74a6b58cd6efff426d1d152cd9a525dddebdc935e79bd2f649/manistill-2.jpg" data-mid="172595403" border="0" src="https://freight.cargo.site/w/1000/i/636db07a0e9c3c74a6b58cd6efff426d1d152cd9a525dddebdc935e79bd2f649/manistill-2.jpg" /> <img width="980" height="398" width_o="980" height_o="398" data-src="https://freight.cargo.site/t/original/i/bb4b89a98d16e4fd8a323c204907c14a3528c38873b0687f8227801b447794cd/Screen-Shot-2016-03-07-at-6.22.55-PM.png" data-mid="172698739" border="0" src="https://freight.cargo.site/w/980/i/bb4b89a98d16e4fd8a323c204907c14a3528c38873b0687f8227801b447794cd/Screen-Shot-2016-03-07-at-6.22.55-PM.png" /> <img width="4608" height="2592" width_o="4608" height_o="2592" data-src="https://freight.cargo.site/t/original/i/f1f5d0cf6339aa87ad2a2d6c76e4364a6dbf473d8c15fc45167c2a9210f3014c/A001_05242224_C001.00_14_07_09.Still001.jpg" data-mid="172698730" border="0" src="https://freight.cargo.site/w/1000/i/f1f5d0cf6339aa87ad2a2d6c76e4364a6dbf473d8c15fc45167c2a9210f3014c/A001_05242224_C001.00_14_07_09.Still001.jpg" /> <img width="875" height="619" width_o="875" height_o="619" data-src="https://freight.cargo.site/t/original/i/bc1ec5d052ccb00b94e489be9e46ee3871df211bdacb157abf84c1b291391acb/Photos-3_21_2023-3_53_44-PM.png" data-mid="172581468" border="0" src="https://freight.cargo.site/w/875/i/bc1ec5d052ccb00b94e489be9e46ee3871df211bdacb157abf84c1b291391acb/Photos-3_21_2023-3_53_44-PM.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/39f4413c4a3c67f3a049cb4cdc9a520cf9c1b70db206bfe3e38d4799d3e90a22/Photos-3_21_2023-7_10_21-PM.png" data-mid="172604689" border="0" src="https://freight.cargo.site/w/1000/i/39f4413c4a3c67f3a049cb4cdc9a520cf9c1b70db206bfe3e38d4799d3e90a22/Photos-3_21_2023-7_10_21-PM.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1314854dda3e32c709a77e773dfee3ddb4b42342e7996714c51e08119e250827/Photos-3_21_2023-7_10_09-PM.png" data-mid="172604688" border="0" src="https://freight.cargo.site/w/1000/i/1314854dda3e32c709a77e773dfee3ddb4b42342e7996714c51e08119e250827/Photos-3_21_2023-7_10_09-PM.png" /> *** since 2011 I’ve been working in the film industry in one capacity or another since 2011. Below, you can see every project i’ve ever worked on and who I was to that project in list form. This blows my mind a little every time I look at it. Inside, I’m still in college.Throughout the years, I’ve worked at two cinema equipment rental houses as both a prep tech and rental manager. I’ve maintained, QC’d millons of dollars of gear over the past decade. My record for rentals moved in a day on my own cleared $10,000. &nbsp; Skills attained: Lighting, Framing, Blocking, Endurance, Tough Skin, how to prep and check out every kind of cinema equipment. Every Gig https://griffgroff.com/Overview Wed, 15 Mar 2023 19:08:18 +0000 griffgroff.com https://griffgroff.com/Overview <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/3ec5de4630df28e4c041f5c556fe64227167cfe760f5f9176460ca817c5224a9/ezgif-2-1501a94b56.gif" data-mid="172457693" border="0" src="https://freight.cargo.site/w/600/i/3ec5de4630df28e4c041f5c556fe64227167cfe760f5f9176460ca817c5224a9/ezgif-2-1501a94b56.gif" /> 01&nbsp;The Family The thing i’ve spent all of my time on. Read more Case Study 2016-2025 ︎ <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/3e04b8239d4ac15b0fee370b46b0fa0ba12c983eb86ce1dd55a9aab1eff68590/ezgif-5-ea071e1e48.gif" data-mid="172460965" border="0" src="https://freight.cargo.site/w/800/i/3e04b8239d4ac15b0fee370b46b0fa0ba12c983eb86ce1dd55a9aab1eff68590/ezgif-5-ea071e1e48.gif" /> 02&nbsp;XR/VP Somehow, my business partners and I found ourselves in a position to start one of the very first Virtual Production stages in New York.&nbsp; Read more Technology Journey2021-2024 ︎ <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/bbcf3670f4d86788e302a79416ed5105529ccf6e0d28a79626c4845c73cd059d/ezgif-5-f02a48b918.gif" data-mid="172689286" border="0" src="https://freight.cargo.site/w/600/i/bbcf3670f4d86788e302a79416ed5105529ccf6e0d28a79626c4845c73cd059d/ezgif-5-f02a48b918.gif" /> 03 Cinematography and Production In the trenches since 2011. Read more Summary2011 - ? ︎ <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/6b6e3069f0b4445ebf481e4897bff1d00504e7bbc3d9557da39ac020969d68f3/gif00001156.gif" data-mid="229797378" border="0" src="https://freight.cargo.site/w/800/i/6b6e3069f0b4445ebf481e4897bff1d00504e7bbc3d9557da39ac020969d68f3/gif00001156.gif" /> 04&nbsp;Case Studies I’ll update this with fun stuff Read more Ongoing ︎ <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/cd7ec9baf2cbdcf22a33cede31465a37cd51a3d35a3dac4392bc097c8bf864dd/griffgroff.png" data-mid="172837643" border="0" data-scale="19" src="https://freight.cargo.site/w/1000/i/cd7ec9baf2cbdcf22a33cede31465a37cd51a3d35a3dac4392bc097c8bf864dd/griffgroff.png" /> https://griffgroff.com/RESUME Mon, 20 Mar 2023 23:21:21 +0000 griffgroff.com https://griffgroff.com/RESUME Resume I’m a firm believer in open book budgets. I care very deeply about the mental health and safety of my crew. I will always fight for taking a small financial loss personally for the benefit of the people actually doing the work. Treating people well will always be more important than the margin of one project. When I say I’ve managed this, produced that, what I really mean is that some of the best people in the world worked very hard with me. When I say I’ve successfully delivered incredible work, what I mean is that my friends are the best in the business and I only hope to enable the work they do. When I say that I’ve spent a decade as a working cinematographer, 1st assistant cameraman, or camera operator, what I mean is that I know intimately how hard it is to make content. What I mean is that I know in my body and my soul how hard the people in this industry work themselves to make the best stuff. For that reason, I am passionate about their health, safety and compensation. I’ve never had a meaningful take on any movie. But I have some very strong feelings about lamps. I’ve read Designing Design over and over again. I think about Disco Elysium every day. I could talk about video games forever. The sandwich I made myself yesterday brought me more joy than any successfully executed project ever has. I want to make gentle decisions. I’m tired of fighting people over content that no one asked for. I want to go back to remembering that there’s a real, complete person on the other side of this email chain. HOME Stats Value of Equipment managed/logistics since 2011: ~$20,000,000 Record for Gross Revenue Per Day Rented Equipment: $10,000/day Project budget dollars managed since 2016: ~$2,000,000 # of projects shelved due to agency politics: most of them. Relevant Skills Accustomed to working under high pressure, with volatile personalities under uncertain conditions. Problem solving, to say the least. A decade’s worth of production experience across every budget range. Managing large teams and keeping distinct departments on task. Constructive, relevant, critique. Clear, effective communication skills. Basic accounting and cost management skills. (Quickbooks, etc) Basic legal understanding (can effectively read, write and execute contracts, agreements etc) Acceptable video editing skills. Formal training in Cinematography. A decade’s worth of practical cinematography experience. Worked with every camera system on the market extensively. Experience in VR, Virtual Production and XR productions. Experience with the management, care and troubleshooting of complex camera systems and equipment. Production Logistics. Wide network of exceptional creative people as a result of my time in the trenches. If you need something done chances are I know the person to do it. Honest and open. Education Education: Art Center College of Design - BFA - 2011 to 2015 (I also TA’d, if you care) Work Experience: Freelance Director of Photography since 2011 Co-Founder and Head of Production at The Family since 2016 Rental Manager at Focus Gear (formerly Lighthouse Films) See everything else here. <img width="1365" height="2048" width_o="1365" height_o="2048" data-src="https://freight.cargo.site/t/original/i/dd9178d6b560a17e4759b7396c561af6e9aca494d8d6cfaa45f90e9dbf09aaa4/DSCF1708.jpg" data-mid="172740768" border="0" src="https://freight.cargo.site/w/1000/i/dd9178d6b560a17e4759b7396c561af6e9aca494d8d6cfaa45f90e9dbf09aaa4/DSCF1708.jpg" /> https://griffgroff.com/Case-Study-1 Fri, 11 Apr 2025 20:10:26 +0000 griffgroff.com https://griffgroff.com/Case-Study-1 Anisa International ︎︎︎ Back I wanted to highlight this particular project since it is by far the most ambitious, difficult and logistically complicated shoots I've done in my career. On it's face, the project was a simple B2B advertisement. But we felt we could treat this project with the same rigor we would apply to a Netflix documentary or a car commercial. &nbsp; The particulars aren't important, but this particular client manufactures brushes at a very high level for cosmetics brands most folks have heard of. I had to spin a lot of plates for this one. I was acting as the head of production for The Family at the time, but I was also the Director of Photography. Which meant I was responsible for hiring crew and equipment in both Georgia and Tianjin while also collaborating with Steve Dabal (Director) and Sebastian Clore-Gronenborn (Producer) on the visuals for the video. This shoot happened in two parts, the initial interview shoot for Anisa leadership in Atlanta, GA (1 day) and the much longer b-roll shoot in Tianjin, China (5 days). Behind the scenes, Steve and I were taking a lot of inspiration from environmental documentaries like Manufactured Landscapes and Koyaanisqatsi. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/0d36e44e2ef4e9d239362e9860fd9cb3f50aa392a3eb211107f57794ee49602a/forgiffing00000406-ezgif.com-video-to-gif-converterv2.gif" data-mid="229795480" border="0" alt="Manufactured Landscapes" data-caption="Manufactured Landscapes" src="https://freight.cargo.site/w/800/i/0d36e44e2ef4e9d239362e9860fd9cb3f50aa392a3eb211107f57794ee49602a/forgiffing00000406-ezgif.com-video-to-gif-converterv2.gif" /> <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b746d6207a5bc992066cb06ee9e31ef7122c49dca78567d550af522d6eee901a/forgiffing00000220-ezgif.com-optimize.gif" data-mid="229795423" border="0" alt="Manufactured Landscapes" data-caption="Manufactured Landscapes" src="https://freight.cargo.site/w/600/i/b746d6207a5bc992066cb06ee9e31ef7122c49dca78567d550af522d6eee901a/forgiffing00000220-ezgif.com-optimize.gif" /> But on the pitch deck (client facing) side we were referencing high end process demonstrations from brands like Chanel. Basically, our plan was to merge the objective and beautiful nature of these documentaries with the flashier and glossier elements of branded content. Since the subject was - at least in part - the brushes themselves, that gave us an opportunity to add that high production value kind of flair.&nbsp;The handles of the brushes in question were these very high gloss, mirrored objects. So I suggested we sort of treat the them like cars. In my mind, they shared a lot of qualities, both in that they were complicated objects to manufacture and in the way that they photograph. Cars and glossy finish brushes are basically curvy mirrors, and it’s less about direct lighting and more about careful placement of bounce cards. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" data-mid="229787385" border="0" src="https://freight.cargo.site/w/800/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" data-mid="229787385" border="0" src="https://freight.cargo.site/w/800/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" data-mid="229787385" border="0" src="https://freight.cargo.site/w/800/i/3835d55932fc576b5142618d3252f27db327ec1e485a3a9106fa84a0e4774606/gif00002520.gif" /> I was inspired by an old friend Chris Saul who did this Chrysler commercial where he placed the camera right in the production line for these vehicles as they were being assembled (see below). <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/80f5cd580218398230a3c607a275069d5194a28da4da1937ba3575807d6e8aa0/forgiffing00000885-ezgif.com-video-to-gif-converter.gif" data-mid="229795425" border="0" alt="Chrysler: DP Chris Saul // Dir Nick Peterson" data-caption="Chrysler: DP Chris Saul // Dir Nick Peterson" src="https://freight.cargo.site/w/800/i/80f5cd580218398230a3c607a275069d5194a28da4da1937ba3575807d6e8aa0/forgiffing00000885-ezgif.com-video-to-gif-converter.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/2fe2ba84b227876a3b60a90f8fe196c244700e704560bafe8e88d4a38ec6a7de/forgiffing00001535-ezgif.com-video-to-gif-converter.gif" data-mid="229795426" border="0" alt="Chrysler: DP Chris Saul // Dir Nick Peterson" data-caption="Chrysler: DP Chris Saul // Dir Nick Peterson" src="https://freight.cargo.site/w/800/i/2fe2ba84b227876a3b60a90f8fe196c244700e704560bafe8e88d4a38ec6a7de/forgiffing00001535-ezgif.com-video-to-gif-converter.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/8d8bf9382633522182b98d112322827d068fb88043d8fd41e1bc7055430841ab/gif00000726.gif" data-mid="229787381" border="0" alt="DP Me :) // Dir Steve Dabal" data-caption="DP Me :) // Dir Steve Dabal" src="https://freight.cargo.site/w/800/i/8d8bf9382633522182b98d112322827d068fb88043d8fd41e1bc7055430841ab/gif00000726.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/60ace296de279ce37ad4e05a2171cdd284a91d52b9178ac628df6f3363412e7b/gif00002106.gif" data-mid="229787384" border="0" alt="DP Me :) // Dir Steve Dabal" data-caption="DP Me :) // Dir Steve Dabal" src="https://freight.cargo.site/w/800/i/60ace296de279ce37ad4e05a2171cdd284a91d52b9178ac628df6f3363412e7b/gif00002106.gif" /> Steve and I went to China first for a scout a few months ahead. It was during this time that we met with our Chinese producer for the first time and visited a few rental houses to decide where our equipment package was going to come from. Our Beijing-based producer Haoyang (who is incredible, by the way, hit me up if you want his contact) introduced us to several houses, but we ultimately went with KO Camera. They're somewhat legendary in the region, and happened to also be based in Beijing, which was near enough to our principle shooting location in Tianjin. I found KO's staff to be extremely competent. Their equipment was clearly in heavy rotation but well maintained. <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/05e1100c6e721ffc4cfacc526b3f3f29a7dee5ce2b2b97c7baafa61b76cea45f/IMG_20250404_175015_215.jpg" data-mid="229787517" border="0" data-marker-id="2" src="https://freight.cargo.site/w/1000/i/05e1100c6e721ffc4cfacc526b3f3f29a7dee5ce2b2b97c7baafa61b76cea45f/IMG_20250404_175015_215.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/ad9762a8ea09f59986695b455b2c553d6b0956d2076c627106ffddf2886198d9/IMG_20250414_200820_639.jpg" data-mid="229795844" border="0" src="https://freight.cargo.site/w/1000/i/ad9762a8ea09f59986695b455b2c553d6b0956d2076c627106ffddf2886198d9/IMG_20250414_200820_639.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/cf445d98f6ce399c7d0067dca6eef1dfc119f7ab08ede6b9eb138b53026de979/IMG_20250414_200714_497.jpg" data-mid="229795842" border="0" src="https://freight.cargo.site/w/1000/i/cf445d98f6ce399c7d0067dca6eef1dfc119f7ab08ede6b9eb138b53026de979/IMG_20250414_200714_497.jpg" /> The shoot itself took place in two legs. Our first stop was our client's corporate headquarters in Atlanta, GA. There's less to talk about here, while our schedule was quite ambitious, this was basically a pretty average corporate video shoot. Interviews, some light b-roll around the campus, etc. Here, we went with Atlas for our equipment rental needs. They were great and I recommend them highly.&nbsp; The real adventure began after our extremely long flight(s) to Tianjin. At the last minute we ended up scheduling a full product day as the client wanted to use some footage as an advertisement for some of the brushes themselves. Lacking many options in the area, we had to use a large conference room in our hotel as a studio. The glossy product shots towards the beginning of this article were captured in that conference room.This won't mean much to that many people but I elected to shoot on Alexa Minis mostly for the savings on the rental rate. Each camera had a set of Angenieux Optimo Styles. I've been using these zooms for many years and I felt that I needed a known quantity to minimize fussiness or stress on the day. Also, I still think these things look incredible. Styles are also very lightweight relative to their size. I knew we would&nbsp; have to move fast during our very brief five day shoot and wanted to minimize on back pain where I could. <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/845b54002d0d45a7d24a22c72e6f1325cc4d28739eccc51a4ea5da15b78b7f33/IMG_20250404_175133_715.jpg" data-mid="229787520" border="0" src="https://freight.cargo.site/w/1000/i/845b54002d0d45a7d24a22c72e6f1325cc4d28739eccc51a4ea5da15b78b7f33/IMG_20250404_175133_715.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/91de32b2dc96c6759759bff1b6c1242587f9d052d06c2f1b68c6085dd9617ab8/IMG_20250404_174928_692.jpg" data-mid="229787516" border="0" src="https://freight.cargo.site/w/1000/i/91de32b2dc96c6759759bff1b6c1242587f9d052d06c2f1b68c6085dd9617ab8/IMG_20250404_174928_692.jpg" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/70f6d172561bf9224eb9d7c890e4895b328a30e3fde3125d734cfb1a173cd556/IMG_20250404_175054_210.jpg" data-mid="229787518" border="0" src="https://freight.cargo.site/w/1000/i/70f6d172561bf9224eb9d7c890e4895b328a30e3fde3125d734cfb1a173cd556/IMG_20250404_175054_210.jpg" /> For specialty shot of various kinds, we also brought along several macro lenses by Laowa. We had a 100mm macro and one Probe Version 2. Fundamentally, this product is about details, about individual strands of hair. The tripods for A and B camera were outfitted with rolling spreaders. The floor of the production facility was necessarily very flat and we knew we could fly around on these wheels. We had a third camera set aside on a Movi Pro for sweeping shots of the entire facility. When it wasn't doing that, it was rigged up between two stands for very composed top down shots of assembly lines and conveyor belts. For some trickier specialty shots, we brought along our trusty iPhone 16 Pro.&nbsp; <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/af1faf5d593999a8eb2c21abf844cf0339e8753794fe22cbd075db62b023f95d/IMG_20250414_200728_899.jpg" data-mid="229795843" border="0" src="https://freight.cargo.site/w/1000/i/af1faf5d593999a8eb2c21abf844cf0339e8753794fe22cbd075db62b023f95d/IMG_20250414_200728_899.jpg" /> <img width="720" height="1280" width_o="720" height_o="1280" data-src="https://freight.cargo.site/t/original/i/299c90f61f8a20c8c57cc5865704a5cad5ac85367393be59dade9cc0b2b23c88/VID_20250414_170656_241-ezgif.com-optimize.gif" data-mid="229795795" border="0" src="https://freight.cargo.site/w/720/i/299c90f61f8a20c8c57cc5865704a5cad5ac85367393be59dade9cc0b2b23c88/VID_20250414_170656_241-ezgif.com-optimize.gif" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/170378f954d613f2f4af19ec42b05159c41a6ef39284f0f3fe39fa848105b329/IMG_20250404_175125_502.jpg" data-mid="229787519" border="0" src="https://freight.cargo.site/w/1000/i/170378f954d613f2f4af19ec42b05159c41a6ef39284f0f3fe39fa848105b329/IMG_20250404_175125_502.jpg" /> The next four days were a sweaty, difficult sprint across production facility floors, capturing brushes from design to prototyping to production to quality control to loading the trucks.&nbsp; It was here that our references were held at the front of our minds, but we essentially needed to improvise. We were working around the actual production schedule of the facility after all. At least, it felt improvisational. Looking at it now, just about a year later, I think we killed it.&nbsp; Myself and my b-camera operator flew around the factory, eventually developing enough trust with one another that we didn't have to communicate directly anymore. He would take some crew and capture some interesting happening on the other side of the facility while I would set up some intricate moving shots of some arcane brush making device. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/b070c147520bb4f4d3edc4cad6d4523a59a8ffb1af5bba255e738bc8a8ab247b/gif00000985.gif" data-mid="229787382" border="0" src="https://freight.cargo.site/w/800/i/b070c147520bb4f4d3edc4cad6d4523a59a8ffb1af5bba255e738bc8a8ab247b/gif00000985.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/6b6e3069f0b4445ebf481e4897bff1d00504e7bbc3d9557da39ac020969d68f3/gif00001156.gif" data-mid="229787383" border="0" src="https://freight.cargo.site/w/800/i/6b6e3069f0b4445ebf481e4897bff1d00504e7bbc3d9557da39ac020969d68f3/gif00001156.gif" /> All along Steve and Sebastian are calling out timing from video village over comms, dictating our movements. Client feedback happened live.They were at video village too, coordinating with production staff to make sure they knew where we were heading with cameras. <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/9fb67d162d347f491a826a724ccedf3e47a72cc7da4c6f29cd7576afaac013c5/IMG_20250414_200709_089.jpg" data-mid="229795841" border="0" src="https://freight.cargo.site/w/1000/i/9fb67d162d347f491a826a724ccedf3e47a72cc7da4c6f29cd7576afaac013c5/IMG_20250414_200709_089.jpg" /> <img width="720" height="1280" width_o="720" height_o="1280" data-src="https://freight.cargo.site/t/original/i/964e61cd5e38f52ba61ba579c789c65a576d0ed1cd4d6ddd5cd18762c8c59b7a/VID_20250414_170627_024-ezgif.com-optimize.gif" data-mid="229797159" border="0" src="https://freight.cargo.site/w/720/i/964e61cd5e38f52ba61ba579c789c65a576d0ed1cd4d6ddd5cd18762c8c59b7a/VID_20250414_170627_024-ezgif.com-optimize.gif" /> <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/0ffe292646809268d0f9122855997e4b2a216b388cb0cdec51833c7fcb27ab11/IMG_20250404_175242_238.jpg" data-mid="229787521" border="0" src="https://freight.cargo.site/w/1000/i/0ffe292646809268d0f9122855997e4b2a216b388cb0cdec51833c7fcb27ab11/IMG_20250404_175242_238.jpg" /> By day three, my crew and I were getting by on psychic communication alone. Our chinese producer and the B camera operator spoke English, but my camera, grip and electric crew only spoke Mandarin. Despite being half chinese myself, I couldn't (and still can’t) speak a word of Mandarin. My shortcomings aside, the entire crew adjusted to my movements and needs without the need of any verbal communication. I'd turn around to call for a light to add a bit of edge to a subject, only to find it was on it's way already. My gaffer had dialed into my needs before I could articulate them. My camera assistants too. A lovely aspect of filmmaking is that the process is essentially the same all over the world. Eventually, I started sending the B camera operator (shout out Jay that guy kicks ass) with either Sebastian or Steve to operate without me. He's a very good cinematographer in his own right, and I found that without almost any input on my part he had dialed in exactly into the look Steve and I discussed all those months before. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3b0cee9e6016cfd1864d41c8eff8514893bf0bc7ac5104514ed7ba0ad880f66f/1.13.7_1.13.7.png" data-mid="229796673" border="0" src="https://freight.cargo.site/w/1000/i/3b0cee9e6016cfd1864d41c8eff8514893bf0bc7ac5104514ed7ba0ad880f66f/1.13.7_1.13.7.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/9b0daa08444c3b948d137e947e6b5872bbfe99aec7dce97d1609876ced6b397f/1.13.10_1.13.10.png" data-mid="229796680" border="0" src="https://freight.cargo.site/w/1000/i/9b0daa08444c3b948d137e947e6b5872bbfe99aec7dce97d1609876ced6b397f/1.13.10_1.13.10.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4b0a0ed874deaebb2e92486f68a031a93854a85f93834a6a1a3f0bf5cf25248c/1.13.8_1.13.8.png" data-mid="229796677" border="0" src="https://freight.cargo.site/w/1000/i/4b0a0ed874deaebb2e92486f68a031a93854a85f93834a6a1a3f0bf5cf25248c/1.13.8_1.13.8.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8939c53cc7e0ff4573dfd6f6aa6500ed6e54bd9c88e272406001818151b78227/1.13.1_1.13.1.png" data-mid="229796652" border="0" src="https://freight.cargo.site/w/1000/i/8939c53cc7e0ff4573dfd6f6aa6500ed6e54bd9c88e272406001818151b78227/1.13.1_1.13.1.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/568af8270aa6e5fdf1fc9f561560abb8109fddb4dc110ae77e6a7bba8febafdf/1.13.9_1.13.9.png" data-mid="229796679" border="0" src="https://freight.cargo.site/w/1000/i/568af8270aa6e5fdf1fc9f561560abb8109fddb4dc110ae77e6a7bba8febafdf/1.13.9_1.13.9.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/8dc7d194b14885091bb42de3b727efbef89f6228baa4cf53a63a554dd0b3d90d/1.13.2_1.13.2.png" data-mid="229796655" border="0" src="https://freight.cargo.site/w/1000/i/8dc7d194b14885091bb42de3b727efbef89f6228baa4cf53a63a554dd0b3d90d/1.13.2_1.13.2.png" /> In five days we had managed to capture two different production facilities, a complete "studio" product day in the hotel. We only had needed enough for three brief videos about different aspects of our clients operations, but came away with enough for several hours.&nbsp; Two 28 hour flights and a little under two weeks of shooting later, we had what would become the video at the beginning of this article in the can.&nbsp; ︎︎︎ Back Creators featured above: Steve Dabal Sebastian Clore-Gronenborn Emma Blackman (she edited this thing as well as the other two videos we delivered to this client. Hire her.)