MORREALE / RENAISSANCE

Challenge — Create a perfume commercial starring a movie actress for a new brand, with a total budget of only $5,000. Solution — I leveraged my network to cast the talented actress Logan Polish, then conceived a treatment that mirrored my client’s dreams of cinematic grandeur, aimed at securing more funding. The story was one of emancipation and the awakening of femininity. Set in an empty world, our heroine emerges as the last survivor of her kind, coming into her power before setting off on a journey. During the creative development, the word Renaissance came to me, and ultimately became the name of the perfume.

From there, we jumped from $5,000 to $25,000. I took charge of budget management and team building. Scouting a single location where we could build multiple sets and contain the core of the film’s action efficiently made everything possible. With the help of my go-to cinematographer Ernesto Lomeli and co-producer Maxime Rancon, we brought the vision to life, creating the first chapter of a campaign that helped put Morreale on the international map. My strategy: craft a strong, cinematic film to elevate the brand’s presence online, so when potential customers searched for it, they’d be met with confidence and quality. The campaign, alongside the creation of a custom-made perfume, garnered press in Forbes, CNN, and TMZ, ultimately helping the brand sell out its stock.

On this project, I served as writer, director, creative director, editor, and executive producer.