Every iconic brand has its origin story, often beginning as a small business in a designer's living room. Launching a clothing line is no small feat, but with the advent of eCommerce and online marketing, the transformation from a modest online store to a nationally beloved clothing brand becomes achievable. MODEFIT, headquartered in Los Angeles, stands out as a boutique clothing line offering hoodies, t-shirts, and shorts designed to flatteringly accentuate curves. With a target audience of style-conscious young individuals in LA, they harnessed the power of online marketing and word of mouth for brand promotion. Our journey to build brand awareness commenced with a soft launch, predominantly on Instagram, collaborating with influencers willing to endorse new fashion trends in exchange for products. To ensure a simple and cost-effective production, I utilized an old backyard garage, a rented fog machine and mannequin, and borrowed weights from the local Golds Gym. Condensing 5 hours of footage into a succinct 30-second spot, we repurposed the content into still imagery and short clips. For the shoot, I tested my Sony a6300 with a 20mm prime lens mounted on a FLYCAM 3000 Handheld Video Camera STABILIZER, recording in 4k at 30fps to Log3. The editing process occurred in Adobe Premiere Pro, with color grading in Davinci and motion graphics in Adobe After Effects. Produced at Motion Hub.