MALL NYC
Photo and video shoot production
"MALL Yearbook", MALL's first social-first commercial
A throwback to school yearbook photos, reimagined with MALL's own community: designers, collaborators, and friends of the brand standing in for models, styled and shot as a class of their own. The shoot produced MALL's first-ever commercial made for social, built around a format more common today among social-first brands.
My role:
- Produced the shoot end-to-end on a $5K budget, with creative direction
- Secured the studio and managed crew and vendor contracts
- Assembled and directed a crew of 10, including photographer David Brandon Geeting, a set/prop stylist, a clothing stylist, and a videographer
- Cast 15 guest models from the MALL community, designers, collaborators, and other creatives, and managed a rotating schedule of 20-minute slots to shoot them all in 1 day
- Hired a graphic designer to design the backdrops
Impact:
- Produced MALL's first-ever social-first commercial for Instagram