3xposure.
ZZZ
Personally catering to collections and gems sourced across racks and racks of the most diverse stores and boutiques in the world, finding clothes that carry their own value, some history of where they come from, where they were made and what personalities they have embodied through different owners. Our job at ZZZ was to identify those personalities from collections partner with creatives and create, produce and execute promotional videos to sell the merchandise, what I call Cinemarketing.
what is it?
ZZZ was an effort to create an interlink between creatives around the world, focusing on giving visibility to artists, movements, and ways of expression people wouldn’t have heard about before. Believing truly in the concept of six degrees of separation by Frigyes Karinthy, I think it’s important to invest in people’s creativity as a means to give meaning and value to the experience for those who haven’t had the opportunity of expressing themselves like that before because you never know what effect that might have in audiences and other creatives around the world.
Accumulating over 200 followers, and over 1000 views in each video within 3 months, with me alone in charge of social media management.
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concept
mission
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brand image
Wanting to create something new, something that was different from all other online thrift stores, having an objective or a purpose wasn't enough. A lot of these changes had to be done while planning and designing the look and feel of the account. I decided to ditch the white background and poor photoshop edits, I strived for something more uniquely surreal. Dreams!
To situate viewers into the atmosphere of the brand and the creative collective, I decided to focus on also curating content (posts, photos, music, takeovers...) to stick to people more, for people to talk about it, and to experience something shiny, contemporary and accessible to them as they saw their peer starting something no one has ever done in this scale at UBCO.
This notoriety helped zzz become a hub where people went to support and meet different creative people, their styles and art, but also to find a safe space to expose themselves and their art for tangible remuneration.
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branding video
Cinemarketing,
curating experiences through collaborative processes
(hover through videos to check them out!)
Red Germanic Sweater
Sourced in: Kensington Market, Toronto
Description: wanting to appeal to a greater audience as the second video produced, I wanted to use a song that caught some attention and further established the fish eye lens as a landmark for the shop while also enabling the improvement of the fast-paced, comedic, and modern tone that people can tirelessly watch on repeat.
germanic sweater
Mohair Sweater
Sourced in: Montreal, QC
Description: Focusing on the ability of viewers to tirelessly watch and rewatch the video almost as if it was chaotic to serenity loop I decided to work on some camera movements to emphasize that surreal cycle. Choosing the location I positioned myself a couple of meters away from the piece in a set that had a very distinguishable landscape. The clustered rocks from the ground almost blend with the clustered leaves in the trees as the camera curves, giving it a very oneiric feel, matching perfectly with the dreamy strings by Brazilian legend Arthur Verocai, exposing the song to people who might have never heard it as well. This video was one of my favorites. Those instances where I catch myself hypnotized by watching and rewatching it many times.
Mohair Sweater
Spaghetti Western
Sourced in: L.A, Toronto, Miami, and Kelowna
Description: After a long time of storyboarding and discussing ideas with Kenzie Tennant and Nash Buaria, we reached a consensus on the translation of something that would work with our market. We decided to do something corny, bold, and way more cinematographic than anything we commonly see on Instagram or Tiktok. The result was a satirical homage to the Italian westerns that were viewed by American audiences in the 60s as nonsensical and flashy, working perfectly with the clothes we had in mind. Using a sharp sense of storyboarding we were able to show the clothes in a very personal way, focusing on small details to a how they looked on a grander scale. This shoot was really fun and cold! Everyone cooperated a lot and it was good to see Nash and Kenzie exercising their creativity on something that had such a great reception by our viewers and the community.
teaser
Spaghetti Western
Intergalactic Planetary
Sourced in: L.A and Brockville, ON
Description: As a nig fan of beastie boys I wanted to translate that young, happy energy into a fairly simple video that looked fun. Since my entire journey at ZZZ I felt very DIY, especially in relation to sets, I didn't want people to think we were lazy while scouting because it is very easy to tell if the set is in the forests in Kelowna or in residences close to the university. Because of that, Kenzie and I spent hours messing around with foreground and background lights in the set we made in my living room. The process was very DIY and demanded my attention as both DP and the director to manipulate the set. It was very fun seeing Kenzie suit up and go crazy, we got so many good pictures towards the end of the video that video collages became something I was particularly interested to put on other videos.
Intergalactic
Tinker Bell
Sourced in: L.A
Description: Karen Takahashi, a very good friend of mine, has a great mind. I invited her to bring some of her work in collages and screenprints to come over to my couch to talk and maybe film something. It wasn't that long until I had her jumping from one couch to the other and going crazy. As we both were listening to a lot of "Stop Making Sense" at the time, we saw the Talking Heads as very fit to this crazy video collage we came up with on the spot. After half an hour of talking and editing, the video was done and ready to be posted. Such a great time worked very well in my theory of incentivizing others' creative processes to achieve great and unique results.
Tinker Bell
As if I was in Saint Tropez
Sourced in: Kelowna, Vancouver
Description: Coming from the desire to partner with DeClutterTheChaos, a mental health page on IG, and Muiz Asif to give attention to the twisted desires of what we want reality to mean for us. We focused on dreams again to show an oneiric reality that was very bright, fresh, and naturally eye-catching in contrast to the artificial lights from screen to screen, the blurriness between days, and the struggles we all go through as we see others posting snippets of their lives online, going through inherent comparisons with our own lives and obviously taking the mental damages that come with it. The point of the video is to show that your reality is what you make of it, there will be always prettier, better places to be and cooler things to be doing but you are the only one in control to make sure that you understand your momentary reality.
As if I was in Saint Tropez
This is Kelowna, not lake Como!
Sourced in: Kelowna
Description: Partnering with Robin and Bas was great because they are both very interested individuals with great references and a sense of style. We went for a drive down the beach to film this idea we had storyboarded that was not about the story but about the atmosphere. We wanted to give the feel of retired men going for a drive to the lake, enjoying the views, the air, and the more lenient winter at all times. It was really cool to film us just having fun and it turned out like a great way to discuss design ideas and to invest on their creative careers.
This is Kelowna, not lake Como!
Graffiti Hoodie
Sourced in: West Kelowna
Description: Ever since I started ZZZ I have been wanting to collaborate with Gabe Austria. A brilliant singer and creative mind, I love her sense of fashion and she can look great in front of a camera any day. It was awesome to just prompt her one day we were having breakfast to go to my backyard and shoot something. I had this graffiti hoodie on mind for her to model on because of its baggy and curved cut, which looks great on shorter women. In the time span of 5 minutes I got all the shots I needed to make a video collage that paired with a trendy song on TikTok was the most viewed video for ZZZ with over 4000 views.
Graffiti Hoodie