Miami Center
Miami Center campaign was a true production feat an ambitious project that had to balance creativity with rigorous precision under extreme time pressure. In just one day, we were tasked with delivering three distinct copies, filmed both indoors and outdoors within a single villa. With a large cast, an extensive crew, and a complete art direction transformation, the project became a showcase of efficiency, craftsmanship, and cinematic ambition.
Challenges
The biggest challenge was the tight deadline. We had to film all three copies in one day, working across both exterior and interior villa settings. This demanded constant adaptation as we moved between locations while keeping the cinematic tone consistent. Adding to the complexity was the scale of the operation: a large number of cast and crew to manage, each requiring seamless coordination. To meet the creative vision, we completely changed the villa’s art direction, essentially rebuilding it into three distinct environments, each crafted to match the mood and branding of the campaign. Every detail had to be transformed and ready for camera—leaving no margin for error.
Production
The production demanded precision timing and military-level organization. With only a single villa as the base, the art department worked tirelessly to redesign spaces on the fly, giving each copy a unique visual identity. Meanwhile, the crew moved with clockwork coordination between indoor and outdoor setups, ensuring no time was wasted. Despite the intensity of the schedule, every frame was treated as premium—balancing polished composition with the natural energy of the setting. The result was three fully realized commercials, shot in just 24 hours, without sacrificing the quality or elegance expected of the Miami Center brand.
Equipment
To achieve cinematic visuals under such demanding conditions, we deployed a carefully selected, high-performance toolkit:
• Camera: Sony FX6
• Lenses: Zeiss CP3 Lens Set (18/25/35/50/85/100/135mm)
• Video Assist: SUMO Blade + Shogun + Playback system for real-time monitoring
• Atmosphere: Haze machine to add depth, texture, and controlled ambiance
• On-Set Tools: Clapper, professional sound setup, wireless headsets for crew communication
This setup gave us the flexibility to move quickly between indoor and outdoor environments while still achieving a polished, cinematic look. The Zeiss CP3 lenses delivered clean, sharp imagery, while the Sony FX6 provided agility and reliability crucial for a production of this scale and pace. Combined with the art direction overhaul, the campaign successfully transformed a single villa into three visually striking worlds, all captured in a single day.
