Miami Center BlackFriday

Challenges

Shooting an entire campaign in a single day is an exercise in creative endurance. The cast: composed entirely of influencers, brought authenticity and charisma, but also demanded synchronization across personalities, brands, and on-screen chemistry. Every setup had to be executed flawlessly, without retakes or resets.

Adding to the challenge, the ad was captured entirely within one apartment, five sequences, five moods, five worlds, crafted through lighting, design, and movement. Each transformation had to feel like a new location while maintaining the flow of a single story. Then, as the clock ticked down, the production moved to Miami Center branch, grounding the campaign in the brand’s real-world energy and presence.

Our challenge wasn’t just to make it fast, it was to make it feel big, cinematic, and intentional.

Production

The production operated like a perfectly timed mechanism. In just 24 hours, our team managed full-scale coordination, directors, DPs, lighting, styling, and digital teams moving as one. The apartment became a creative playground: from sleek interiors to stylized product moments, every frame carried the brand’s pulse.

The final sequence at Miami Center’s branch added realism and context, the energy of shoppers, the rhythm of the day, and the heartbeat of the brand in its own space.

Despite the time pressure, the campaign never sacrificed style. It was dynamic, tactile, and alive, a reflection of both Miami’s spirit and our crew’s invisible precision.

Equipment

Every technical choice supported agility and cinematic control. The Alexa Mini became our creative anchor, delivering rich dynamic range and depth within a compact, mobile setup. The Cooke S4/i lenses ensured consistency across every sequence, blending intimacy and sophistication, even as we shifted between apartment interiors and the Miami Center branch.

Technical Setup:

• Camera:

• 1× Alexa Mini (ARRI Cage)

• 5× Batteries

• 3× 512GB Memory Cards

• Lenses:

• COOKE S4/i Prime Set: 14, 18, 25, 35, 50, 75, 100mm

• Clip-On:

• 1× (6x6) Matte Box, 3-Stage

• Support:

• 1× O’Connor Head 2575

• 1× Standard Leg

• 1× Baby Leg

• 1× Hi-Hat

• 1× Shoulder Set (Old ARRI Edition)

• FreeFly Movi Pro with Mimic, Ninja Piece, and V Stand

• Monitors:

• 2× SmallHD Cine 7

• 1× Cage Setup

• 2× Extra V-Mount Batteries for Cage

• Filters (6x6):

• Ultra Pola Linear

• Rota Pola

• ND Soft Grad 6–9

• Hollywood Black Magic 1/8–1/4

• Clear

This arsenal allowed us to move quickly between scenes without compromise, capturing cinematic motion, texture, and authenticity in real time.

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Outcome

The final film distilled 24 hours of creative urgency into a single, powerful message. Shot entirely in one apartment and the Miami Center branch, it blended intimacy and scale, precision and pulse.

When your team moves as one, even 24 hours can hold a world of stories.