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It's about time.

This was a series of videos for luxury car maker, Genesis. The campaign's tagline was "it's about time", meaning you think something should happen soon or should already have happened. For my crew and myself, it meant something slightly different. The two-day schedule was tight, but doable. Our pre-production plan was solid. We were confident.

Then it rained.

Everyone—from client to crew—rolled with it. An afternoon of exteriors quickly became interiors. The location was a beautiful open concept design in Mississauga which made for an easy pivot. And the now diffused sky made our biggest lamp—1600W HMI—a punchier source.