This project was about finding a way to shoot something essentially invisible — how advertising moves through everyday life from phone to tablet to laptop to TV. Shot over two days at a single location in Los Angeles, it was all about creating variety within one space while balancing a high shot count across stills and motion.

The structure was tight, but the work stayed flexible, built around actions and interactions that felt familiar and easy. Even in 97-degree heat, the set had a great rhythm thanks to a hard-working crew and a location that gave us a lot of range.