e.l.f. "hairpin"

Hairpin in its first week did over 8 million views on youtube with a total of 10 million, making it the highest watch video e.l.f. has released. It out ranks e.l.f's super bowl online metrics.

I co wrote and creative directed this video with Chris Sojka, Madwell's CCO. Chris and I directed the video and I photographed it. 

We chartered Zero G's custom jet were we did 30 parabolas, double the amount used in a commercial charter flight. In addition to capturing the flight with Sony Venice cameras, we also achieved a first. We captured Charlotte with motion capture in zero gravity, this was led by Madwell's emerging technology department. 

The video was shot in 3 cities in 2 states over the course of a month. We employed 4 vfx teams consisting of over 45 vfx artist.