Jeepney, a Filipino Gastropub located in the heart of New York City’s ever-trendy East Village, is the brainchild of Nicole Ponseca and her business partner Miguel Trinidad. It is the second restaurant they’ve founded together, and stands as the brother restaurant to Makarlika Filipino Moderno.

Jeepney was named after the WWII jeeps left behind by US occupation. And as a Filipino-American restauranteur, Ponseca’s vision was to integrate Kamayan-style dining with a western feel. The term Kamayan is a Tagalog word which, in English, translates to “by-hand,” and refers, of course, to the traditional Filipino style of eating. It encompasses community, and involves neither plates nor utensils. We used this literal translation as the basis of our shoot and the compass for our own creative direction.

We wanted to capture the preparation of a signature dish of Jeepney’s, a fusion-style meatless burger. And in doing so, we wanted to hone our focus in on the details of that preparation.

To see the flame flaring up form an oil spray. The vinaigrette mixing with a beetroot slaw. The fizzing of a deep-fryer as french-fries are being prepared. And of course, capturing Nicole Ponseca’s look of concentration as she artfully assembles the ingredients into a burger of mouth-watering proportions. The anticipation on her face as she considers the burger in her hand. The blatant pleasure in her smile. All of these things made clear what the restaurant was about; what their brand is; and what Ponseca, along with her business partner, have fostered as an environment and culinary experience.

To capture all of these things using the laser-sharp lenses of our RED Monstro and Dragon cameras, that was our mission. And a smooth one it turned out to be. Especially considering the fun we had. And the ease with which our expert crew handle their equipment never fails to mitigate our stress levels. Which, once again, left plenty of room for fun in the creative process.

All in all, this was one of the most enjoyable projects we’ve worked on. You can’t help but feel that joy emanating from the screen when you view the final product.

We played with pull-focus techniques in order to give this video more depth. The effect creates a quality of style that is slick as well as eye-catching. It narrows the viewer’s focus toward the intended subject—or away from it, depending on the scenario. In this case, it really helped us to accentuate the bold colors of the food and the thoughtful way it was being prepared.

These images, caught in motion with our RED 8k camera systems, made for some high-quality stills which our client was thrilled about.

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We started by establishing the lifestyle differences between W Hotel and W Residences. This was largely determined by their varying audiences. W Hotel appeals more strongly to young professionals, socialites, and disruptors – the enthusiastic partygoers eager to meet new people and see where the night goes. Whereas, W Residences’ market is more akin to successful, upper-class couples and singles, business professionals, seasonal residents and investors. Since both campaigns involved extensive social media marketing, creating content these audiences would familiarize with – content that would encourage them to take action – was essential for success.

At W Hotel, living in the moment – living loudly and unapologetically – is the lifestyle. Here, you are whoever you feel like being. Our audience isn’t afraid to disrupt the status quo – to feel sexy and act on it.

We showcased this freedom and lust for life by using one model to demonstrate various personality types. We wanted to show our audience that no matter who they think they are or how they typically socialize, at the W Hotel they can embody any personality, style, and confidence.

At W Residences, beachfront living reimagined is the lifestyle. Here, you have a place to call home – an oasis to relax, a landscape to explore, a community to embrace. Our audience knows what they want in a luxury beachside condo. Our goal was to show them how much more enjoyable life is at W Residences.

We showcased this unrivaled beachside address by highlighting all-inclusive conveniences and showcasing the edgy aesthetic of the residential complex. In that, we showed our audience that W Residences is more than just a place to call home – it’s a place to enjoy life.

Through alchemy inspired herbal remedies, tonics, and elixirs, the nutritional scientists at Juicery RX create a dining experience that reconnects mankind with delicious preparations that purify, detoxify and energize.

Juicery RX was the first dining concept of its kind in the area. Their business had no credibility in the market and no third-party recognition. We had to build their brand from scratch, which required a very focused marketing scheme. Combined with a broad range of content and a heavy load of information, this marketing strategy greatly depended on succinct, narrative-driven media and copywriting. Our success would be measured by foot traffic – brand-awareness that translated into customers visiting the brick and mortar juice bar. Because of this, we had to generate engaging social media content that would encourage our users to take action and dine at Juicery RX.

The secondary challenge was showing how the Juicery RX science translates into the final product. Their concept involves so much more than cooking with healthy ingredients to deliver on a promise of healthy food. It involves extreme precision, consistent measurements, expertly crafted formulas, specifically designed pharmaceutical grade supplements, and a deep understanding of the human body and how certain foods impact genetic expression. Explaining this level of expertise – of chemistry and anatomy – in our media while keeping our audience interested and engaged with our messaging was one of our greatest marketing challenges.

The JuiceryRx methodology is a big selling point, and something we capitalized on to distinguish our brand from the competition. The level of scientific attentiveness that goes into the making of each product adds a lot of value to the company’s overall image. We chose to demonstrate this processes with eye-catching, ultra-specific media. Doing so strengthened the bond between brand and consumer, becoming the catalyst to our lifestyle marketing campaign, which really elevated our social media presence.

Hawthorn Suites by Wyndham is a hospitality brand centered around the customer experience. In that, they continually strive to provide new, useful amenities and services to their clients to improve the quality of their stay. This lifestyle video series was created to inform every guest of the various benefits of booking at a Wyndham Hotel.

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We recently had the pleasure of shooting the Orlando World Center Marriott in Orlando, Florida. Located near Walt Disney World, this resort aims to satisfy every leisure and business endeavor any patron might desire.

From winding 200ft waterslides to 450,000 sq ft of space fit for meetings, conventions, weddings, receptions and social soirees, the Orlando World Center Marriott is apt for professional and quotidian visitors alike.

In shooting the facilities, we looked to show the eclectic nature of the resort and the ample space available for anyone’s stay.