A cinematic portrait of a generation
rewriting the rules.
DIRECTED BY CHANDLER WALTON
Behind the Scenes: Resistance
Behind the Scenes: Resistance
The goal was clear from the start: create a bold, cinematic commercial that captured the rebellious, unapologetic spirit of Gen Z
The goal was clear from the start: create a bold, cinematic commercial that captured the rebellious, unapologetic spirit of Gen Z
The Brief
The Brief
The client’s collection, Resistance, wasn’t just about chairs, it was about a movement. It challenged societal norms, celebrated individuality, and positioned their product as a symbol of self-expression and defiance against conformity. They wanted:
A Strong Hook
Real Storytelling
A Cinematic Feel
The client’s collection, Resistance, wasn’t just about chairs, it was about a movement. It challenged societal norms, celebrated individuality, and positioned their product as a symbol of self-expression and defiance against conformity. They wanted:
A Strong Hook
Real Storytelling
A Cinematic Feel
Concept + Script
Concept + Script
I dove into the mindset of Gen Z. What are they fighting for? What makes them feel heard?
The core message emerged:
"The world thinks Gen Z is lazy. I think Gen Z is building a future made for them."
I dove into the mindset of Gen Z. What are they fighting for? What makes them feel heard?
The core message emerged:
"The world thinks Gen Z is lazy. I think Gen Z is building a future made for them."
Visual Direction
My vision was to blend the intensity of a viral YouTube video with the polish of a Spielberg film. I wanted something raw, but cinematic. I storyboarded each shot to make sure the energy matched the message: powerful, striking, and intentional.
My vision was to blend the intensity of a viral YouTube video with the polish of a Spielberg film. I wanted something raw, but cinematic. I storyboarded each shot to make sure the energy matched the message: powerful, striking, and intentional.
Production
Production
We shot on a Canon C70 using a mix of sliding rigs and wide angles for dynamic motion. I layered in professional lighting setups for that rich, cinematic texture the client wanted. Every frame was built to feel like a scene from a high-budget film.
We shot on a Canon C70 using a mix of sliding rigs and wide angles for dynamic motion. I layered in professional lighting setups for that rich, cinematic texture the client wanted. Every frame was built to feel like a scene from a high-budget film.
Post-Production
Post-Production
For the edit, I chose music that carried the emotion and energy of the movement. I treated this like a Super Bowl commercial. It had bold pacing, sharp cuts, and custom visual effects. Unlike most teams that outsource VFX, I do it in-house. It gave me full control to elevate the piece and make it truly stand out.
For the edit, I chose music that carried the emotion and energy of the movement. I treated this like a Super Bowl commercial. It had bold pacing, sharp cuts, and custom visual effects. Unlike most teams that outsource VFX, I do it in-house. It gave me full control to elevate the piece and make it truly stand out.
