HERMANAS
Doc-style short film featured in Outside Online, Gear Junkie, and screened at the AZ Women’s Film Festival
I created the concept for Hermanas, a Machines For Freedom brand film released in Spring 2020. I wanted to explore the common thread between pushing boundaries in two hobbies based heavily in tradition: cycling and mariachi, through a short documentary. I sought to share the freedom of expression that Machines For Freedom promotes by telling the story of Gemma and Ale Casillas through film.
I flushed out the creative concept via storyboarding, then hired a fully Latinx film crew to bring the vision to life as authentically as possible.
“Bibs For Every Body”
Multiplatform campaign for Machines For Freedom that yielded our highest results at that time in terms of social engagement and revenue.
I created the concept and storyboarded for one long form video and several short form video ads, as well as oversaw production.
The result was one of our most successful campaigns to date, and one that not only sold product but cemented Machines’ as one of the loudest voices in support of inclusivity in cycling.
“Essential For Every Adventure”
Product launch campaign for Machines For Freedom.
I filmed these short video ads and oversaw the edit. I connected the campaign with epic gravel adventure riding to play up the performance aspect of the product. My budget for still and video was not approved, so instead I angled to budget toward a still shoot and shot all of the video myself in addition to creative directing and producing.
I shot the videos on a small handheld camera and edited them into 5 distinct video ads (Top 5 in Ad Revenue of all time). The still imagery from the campaign was featured in Forbes.
“NYC Humidity vs. Summerweight”
Informational product video for Machines For Freedom
I directed and produced this video and ad set which follows a crew of riders as they tackle a long ride out of NYC on one of the hottest and most humid days of the year. I sought to capture riders’ true first impressions of the product which is designed to offer sun protection while keeping you cool.