Commercial production
Society House, Downtown Dubai
Freedm is a Dubai agency making films for ultra-wealthy property buyers. They asked me to build aspiration around Society House. I worked from architectural renders, 3D, stock and titles. This was before AI made that kind of still-to-motion work easy.
- Client
- Freedm
- Role
- Edit, Animate
- Discipline
- Commercial
- Runtime
- 1:48
- Year
- 2023
Challenge & solution
I was introduced to Freedm during lockdown. On Society House the brief was simple to say and hard to do: make a potential buyer feel the life of the building before a brick of it existed in camera. I had renders, stock and type. A lot of it came down to timing. When to hold a still, when to let a camera-move invent itself, when the music should do the selling.
There was a lot of back and forth with the agency about how to pitch the property. The music choices did as much work as the pictures. Bringing static architecture to life without AI is slow, particular work, and I still like how this one moves.
The discipline
This one came through commercial production. Brand and retail commercials for agencies and in-house teams.
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