Starter Jacket

Agency: Iconix Brand Group Inc Client: Starter Role: Assistant Camera

Challenge
Starter wanted to capture the raw energy of New York street culture to showcase their jackets in a way that felt authentic and cinematic. The project required a quick turnaround with minimal crew, relying on natural backdrops across Brooklyn and Manhattan.

Solution
I joined the production as Assistant Camera, supporting DP JP Blair on a one day shoot. Working with a small, mobile crew and two cameras, we approached the project with a rogue documentary style, tracking talent as they moved through the streets, keeping gear light to remain nimble and reactive. My role included assisting with camera setup, lens changes, and ensuring smooth operation under fast moving real world conditions. This allowed us to capture spontaneous, authentic moments that aligned with the brand’s vision.

Impact
The final spot delivered a gritty, street level perspective that elevated Starter’s brand identity and connected it directly to its urban roots. The small scale, fast paced production style kept the visuals fresh and engaging while proving the brand could tell compelling stories without heavy staging.