New Balance = speed + comfort + ugg boots

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This is the latest in a series of online spots for The Athlete’s Foot. The idea is we shoot and edit each one in 2 days. Just Paul the DOP, Nicki the client, the talent and me. We shoot it ‘lite’ – minimal crew, no make up or trucks – in fact the house front in this one we secured the morning of the shoot – knocked on the door and asked if we could use their porch. Nice people in Surry Hills.

Because this plays online, not on TV, there’s a freedom to the creative process. No focus groups, numerous script revisions and multiple re cuts – in fact this one was signed off at first cut. Its fast production, cost effective and looks great.

I think it would look just as “at home” on telly as online – what do you think?

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