Every great brand has a scrappy beginning, and MODEFIT was no exception. Based in Los Angeles, this boutique clothing line set out to create curve-flattering hoodies, tees, and shorts for a fashion-forward, young audience. To build awareness, we kicked things off with a soft launch focused on Instagram, partnering with local influencers who were down to trade product for promo. With a lean budget, I turned an old garage into a makeshift set, borrowed weights from Gold’s Gym, rented a fog machine, and got scrappy with what we had. I directed and shot the piece on a Sony a6300 with a 20mm prime lens, mounted to a FLYCAM stabilizer, capturing in 4K Log3. Over 5 hours of footage were condensed into a tight, stylized 30-second spot, which we repurposed into stills and short-form clips for social. Editing was done in Premiere Pro, color graded in DaVinci Resolve, and motion graphics were added in After Effects. A true DIY production.