Direction, Edit & Sound Design

Poulsen—Directing An Iconic Danish Brand & A Brid

Overview

Poulsen, an iconic brand in Denmark known for its unique designs of high-end lamps, wanted a series of short spots to commemorate the launch of a limited anniversary edition.

Frame (a design and animation agency in Copenhagen) hired me to direct the spots, and it's always fun to work with Thomas Bay & Anders Schrøder from there.

Inspired by the design of the lamps themselves which borrow from the flight of doves, we conceived of a direction that blended flight with grounded, earthy elements such as concrete. Dark and light.

Overview

Poulsen, an iconic brand in Denmark known for its unique designs of high-end lamps, wanted a series of short spots to commemorate the launch of a limited anniversary edition.

Frame (a design and animation agency in Copenhagen) hired me to direct the spots, and it's always fun to work with Thomas Bay & Anders Schrøder from there.

Inspired by the design of the lamps themselves which borrow from the flight of doves, we conceived of a direction that blended flight with grounded, earthy elements such as concrete. Dark and light.

Overview

Poulsen, an iconic brand in Denmark known for its unique designs of high-end lamps, wanted a series of short spots to commemorate the launch of a limited anniversary edition.

Frame (a design and animation agency in Copenhagen) hired me to direct the spots, and it's always fun to work with Thomas Bay & Anders Schrøder from there.

Inspired by the design of the lamps themselves which borrow from the flight of doves, we conceived of a direction that blended flight with grounded, earthy elements such as concrete. Dark and light.

Outcomes

I drew up multiple mood boards and alternative storyboards, as well as location and environment references and along with Poulsen, we settled on a direction that allowed us a fair degree of freedom within a theme of dark vs light, closeups and wides accentuated by rim lighting and quick cuts—like moments of flight resolving in a calm lockup over a concrete backdrop.

The funny thing is after visiting quite a few locations in Copenhagen, I realized an underground parking garage (not in our list but which we happened to pass walking) might be the best choice as we had ample heights to work with and could control lighting. Luckily the parking company let us shoot there late at night, clocking off a section of the lot.

All said we delivered multiple variations of 30, 15, and 10 sec cutdowns.

This was a quick turnaround from inception to delivery, a couple days, including the edit and sound design which I did after returning to Gothenburg.

The bird played its role perfectly, allowing for multiple takes and letting us get close—a pleasure to work with :)

Skills

Directing, Storyboarding, Scripting, Shot List, Mood Boarding, Style Sheets, Editing, Sound Design

Skills

Directing, Storyboarding, Scripting, Shot List, Mood Boarding, Style Sheets, Editing, Sound Design

Skills

Directing, Storyboarding, Scripting, Shot List, Mood Boarding, Style Sheets, Editing, Sound Design

Tools

Alexa Mini, Premiere, Notion, Photoshop, Ableton Live

Tools