Ali & Ariel: clueless
Art Direction | Cinematography | Motion Design
The problem. A t-shirt catalog video for Greek apparel is easy to make forgettable — racks of shirts on hangers or flat lays don't convey what it feels like to actually wear the merch during rush season.
The idea. Wrap the product in a mockumentary conceit: cast-credit title cards ("Megan as 'mermaid'") introduce real chapter members like characters in a summer-camp movie, shot amusement-park kitsch (mini-golf castles, roller coasters) doubling as a nostalgic, playground-bright backdrop. Cinematography is handheld and candid, favoring motion blur and mid-laugh framing over posed product shots, so the tees register as lived-in rather than merchandised.
The payoff. Each "character" wears a different shirt design, turning the product line into an ensemble cast rather than a lineup, and the chapter letters on each tee do quiet, constant brand reinforcement without ever feeling like an ad. It closes on a clean serif wordmark card, letting all that chaotic, colorful energy resolve into a single confident brand mark.
Ali & Ariel: Summer Camp
Art Direction | Cinematography | Motion Design
The problem. Sorority brand videos all blur together — the same b-roll of girls laughing in a group, no distinct visual identity to differentiate one chapter from fifty others doing the same thing that week.
The idea. Borrow a universally recognized visual shorthand instead of inventing one: restage beats from Clueless — the brick-phone strut, the plaid mini skirts, the tennis-court ensemble lineup — so the audience's existing affection for the film transfers instantly onto the brand. Cinematography stays loose and observational, handheld and naturalistic, prioritizing candid energy and direct-to-camera smiles over polished coverage, which reads as authentic rather than art-directed.
The payoff. Each Greek inspired tee and callout costume beat (the tennis lineup, the Jeep joyride at dusk) turns individual members into a cast of characters, and the film sells belonging over aesthetics — it's less "look how cinematic we are" and more "this is what it feels like to be here." The nostalgia reference connects the brand and does the work that an established logo or tagline normally would.