My roles

My roles for this project were everything that was not in front of the camera. I directed, produced,
did the cinematography and edited everything that was included in this project.

I’ve had the idea for the project since the summer of 2020 but I haven’t had a chance to get out and
shoot it until now. The idea stemmed from regaining my interest in skating over the summer and I
already owned all the clothing that was used in the shoot. Skateboarding and the culture that
surrounds it is very intertwined with Storefront and the culture that they are marketing themselves
to. I would argue that they are one in the same.

Finding the models was one of the trickiest parts of the shoot, however, I got in contact with a few
friends and they were willing to help me out with the project.

When shooting the project, I used my own Canon 250D with a Canon 50mm F1.8 Lens that was on a
Ronin-S gimbal. When I was shooting this project, I had already decided that I was going to emulate
a retro style, so I wasn’t too concerned with any micro-jitters that occurred when shooting.

When I went to edit the video, from my own personal experience, I already knew how to emulate an
8mm film style. At first, I thought that I wanted to have voiceovers of people talking about their
experience with the brand. However, it didn’t turn out how I envisioned it. So, in the end, I decided
to fill in the space behind the music with different ambient sounds such as river water moving, cars
driving past and forest sounds. Once that was finished, I added a sounds for a cassette being inserted
and injected at the beginning and end of the video. I feel as if those inclusions really bring home the
feeling I was aiming for with this project.