Convene
Directed commercials for premium workspace brand Convene, promoting how their workspaces and virtual products support entrepreneurs—no matter how our lives have changed.
Role: Director. Creative Director. Editor. Colorist.
Channels: Youtube. Social Media. Video.
Agency: VGS.
The Hybrid Workspace
:60 Director’s Cut. Ideal Music Edit (this version not in commercial use).
Challenge
During the 1st wave of COVID-19 in New York, Convene was looking to promote their premium workspaces’ safety measures. Due to COVID safety restrictions, the project had a minimal crew. And due the first impact of the pandemic—the added challenge of a limited budget. So the original plan was to inform, use blue medical face masks, and list the safety measures. Yet every other brand was doing that kind of video. And for audiences, such messaging approach likely triggered more anxiety than inspiration. So I convinced the team that we could do better.
:30 Tactical Benefits Edit (version in commercial use).
Director: Mikél Leyva
Editor & Colorist: Mikél Leyva
Solution
I proposed that in stead we focus on celebrating the spirit of perseverance and persistence of inspiration in entrepreneurs working at Convene’s workspaces, now including COVID safety measures as part of their productive day.
Workflow
As a hybrid Creative Director & Director I first led the creative phase with our client. Then continued on to development, production and postproduction for these videos. Which allowed us to maximize the schedule and budget in order to raise the content’s quality level. All postproduction took place remotely due to the NY lockdown. Where I was able to put my postproduction skills to work as well for editorial and coloring.
Set & Art Direction
Due to COVID safety measures, our crew was kept the smallest size possible. Which meant we had no set designer. So while directing, I styled the sets with Convene’s staff before each shot. It was a lot to take care of, but rewarding in the end.
Video Stills - Hybrid Workspace
