PROCESS As creative director on this project with Cheil as the agency I reviewed concepts for animated and static assets. Ultimately we selected a live action approach as this aligned internally with our strategy to shoot devices in a more premium way. The unique fish eye lens created a dynamic perspective that took these lifestyle assets to a new level guiding the viewers' attention to what mattered most. I worked with internal stakeholders to gain alignment. I provided creative direction for copy, set direction, casting and wardrobe. We shot this in studio using an LED screen.