PROJECT: MODEFIT

MODEFIT

Every iconic brand has an origin story. A clothing line that may dominate today’s department stores may have started as a small business run out of a fledgling fashion designer’s living room. While launching a clothing line is challenging, thanks to eCommerce and online marketing, it just might be possible to turn a brand that began in a small online store into a clothing brand that’s beloved nationwide. You never know. MODEFIT is a boutique clothing line from Los Angeles. It is a line of hoodies, t-shirts, and shorts that flatteringly accents someone’s curves. They targeted a young demographic in LA, who tend to be style-conscious and receptive to online marketing and word of mouth. We started the brand awareness with a soft launch, using Instagram as our leading platform, along with Instagram influences which were happy to promote new fashion trends in exchange for products. We kept production simple and low budget. We shot at Motion Hub in an old car garage, rented a fog machine and mannequin, and borrowed weights from the local Golds Gym. We consolidated 5 hours of footage into a :30-second spot but leveraged all the content into still imagery and 3-5 second clips. I attached my 20mm prime lens to a Sony a6300 on a FLYCAM 3000 Handheld Video Camera STABILIZER outputting 4k 30fps to Log3. Edited in Adobe Premiere Pro, color graded in Davinci, and Adobe After Effects for motion graphics. Assistant: Max Gust Actor: Derek Preciado Music: Gregory Allen Director / Cinematographer / Editor: Ryan DeCarlo Produced at Motion Hub

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:30 SPOT

:15 SPOT

Exploration

MODEFIT was my first production with a Flycam 3000 steadycam, but I recommend the DJI Ronin-SC Gimbal Stabilizer. The original concept was to record basic workouts, but the punching bag trap snapped and was caught on camera. So, I decided to use that for the main idea.

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