Creative Director - Selected Work
SS’24 DELIVERY CAMPAIGN
Starring :
Santiago @santinista
Norberto
Special Guests :
Ariadna @ariadnacontreras
Jimmy @jimamaaa
Lana @itslanasalam
Directed By - Vincent RC @vincentsousmarin
Creative Director : Lucho Calderon @lushooter
Production / Assistant Director - Alex Miglierina @miglipuff
Director of Photography - Jeremie Boivin @jayboivin
Camera Assistant - Renaud Lemonde @lem.ond.e
Steadicam - Hugo Alexandre Coderre @hugoalexandrecoderre
Chef Machino - Brice Bodson @bricebodson
Chef Electro - Ludovic Anselme Pilon @anselme.p
Editing - Vincent RC @vincentsousmarin
Color Grading - Thomas D’auteuil @thomas.dauteuil
Mix - Réservoir Audio @reservoiraudio
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Initially, the project was conceived as a photo-only campaign. As the concept evolved, it naturally expanded into a full video campaign. At the time, I was deep into a Breaking Bad rewatch and kept coming back to the dynamic between Jesse and Mike — especially the idea of the delivery runs for Gus, those “fake” pickups designed more to create a sense of purpose than necessity. That dynamic became the spark. Jesse and Mike.
Once the idea clicked, the narrative quickly took shape. A loose script followed, which was then pitched to the director, Vince, and developed collaboratively from there. Rather than aiming for a traditional high-fashion film, the intention was to build a world around the brand — a narrative-driven piece that added depth, character, and continuity beyond the product itself.
Shown here is the early concept; the final asset evolved through iteration & needs of the Director.
SCENE 01
Santi is waiting for Norberto to pick him up to start the Delivery Day.
Wide shot or potential Zoom out starting at Santi’s eyes, as we pull out we reveal the location and simultaneously the car comes in to the frame. Santi gets in the car and they take off.
Wide shot or potential Zoom out starting at Santi’s eyes, as we pull out we reveal the location and simultaneously the car comes in to the frame. Santi gets in the car and they take off.
Split-screen. Left side of the screen is a Timelapse of Norberto and Santi driving to the warehouse. Right side is a take of Jimmy, Ari and Lana in focus, while we have more extras un the back moving around some bags.
This is where we discover more of the warehouse characters and the clothes they are wearing. More editorial takes, POV, etc…
Norberto and Santi pull up to the warehouse. Wide take of car backing into garage door, we move to the next take which is the camera rigged to the trunk of the car. One take we see Santi telling Norberto to back up, once he’s reached a limit to back up, santi opens trunk door which then reveals garage door opening, and we see Jimmy, Lana and Ari ready to pack the car.
Once the car has been packed up. We do a one take shot, framed from behind the car. The trunk door is open with all the bags, Norberto is chilling on the side of the car, Santi walks in the frame to close the door of the trunk. Norberto gets in car, santi as well and the take off.
Interactions between Norberto and Santi in the car as they're on their way to do the "deliveries".
The deliveries take place, camera on tripod, wide shot, the car comes in the shot, Santi gets out drops bags and comes back in. We will have about 3 deliveries to do. Per delivery scene we will have extras wearing all the new Niksen collection.
Once the deliveries are over, Norberto and Santi stop at a last location, maybe city skyline, or maybe something more minimal, we move over to an over the shoulder shot to see Norberto looking at the delivery manifesto, checks off Montreal off the list, as we see that NYC and Toronto are next. Gets back in car and they take off —
End of video.
One day I’ll get a Michael Bay ending to a project - I promise.