← All work
video2024·Director of photography
Ferrous
A 60-second launch film for an independent running shoe brand, built around practical wire rigs instead of CGI for the mid-air shots.
CommercialPractical FX60s Cut
Watch the cut →
The brand's founder was adamant: no CGI shoe floats. Everything airborne in Ferrous is a real product on a rig, shot at 240fps and cleaned up frame-by-frame rather than rendered.
That constraint shaped the whole shoot schedule — three days instead of one, four rig configurations, and a stunt technician on set for the wire work. The payoff is a texture CGI still struggles to fake: real dust kicked up on landing, real fabric stretch mid-stride.
Ran as a paid spot across regional sports networks for eight weeks following release.
More video
