commercial
Spot for the Fashion Institute of Design and Merchandising
Directed by Joseph Yao
Cinematography by Brian M Tang
1st AC RJ Siu
Coordinator David Misumi
APPROACH
When the marketing team at the Fashion Institute of Design and Marketing approached me to create a spot for them, I decided early on that we wanted to shy away from a pop soundtrack and flashy edits in favor of classical string instruments and beautiful, controlled imagery. I wrote the treatment with the intention of crafting an image not of a party school, but of an institution wherein artists and creatives hone their craft. In order to honor that, we made use of naturalistic light, as though it was coming from a window, as well as largely using controlled handheld to lend an organic feel to the image.
We also wanted to share a glimpse into the vast array of different fields the school encompasses, as well as the diverse demographics that make up the student body. We wanted to make sure the subjects we chose fairly represented the school, and to carry along this essential message: this is where you belong.