Client : Society Nine
Executive Producer : Annie Tonsiengsom
Director : Alberta Poon
Producer/AD : Eva Moss
Producer : Fran Bittakis
Brand Direction : Lynn Le
Production Company : Actual Industries
Creative Director : Jamie Silverman
Creative Director : Ben Waldeman
Talent (On Camera and Voiceover) : Farinaz Lari
Production Designer : Jade Harris
Hair & Make-up : Stormy Brady
Wardrobe : Eden Dawn
Gaffer/Grip : Liz Haan
Swing : Kanon Havens
Art Assistant/PA : Gabi Villaseñor
Audio Mixer : Kai Pacifico
PA/BTS : Heather Hawksford
Crafty/Catering : Diana Suarez
Boxing partner talent : Paige Hudson
Lifestyle Photographer : Marcela Pulido
Post Producer : Alberta Poon
Post Producer : Annie Tonsiengsom
Post Production House: Arcade Edit
Editor : Ali Mao
Color House : Nice Shoes
Colorist : Ana Escorse
Composer : Amanda August
Sound Designer : Kai Pacifico
Recording Studio : Kozmic Sound

Thank You!
Desert Island Studios
Mike McKinnon 
Open Signal 
Standing8s Gym
I’m particularly proud to have directed and post-produced a sports commercial for Society Nine, a groundbreaking women’s boxing brand that designed an innovative crossover boxing shoe. They wanted to give their customers the mobility to hit the streets and the gym without skipping a beat while showcasing that notion of flexibility in an empowering and uplifting message – every great journey begins with a single step
As the director, it was important to me that the team we brought together reflected Society Nine’s values to ensure the story was being told honestly. I pushed to hire World K-1 Kickboxing Champion Farinaz Lari as our talent over a fitness model as I believed Lari’s authenticity would elevate the piece exponentially. My producers and I hired a production team made up of 90% women and 65% BIPOC. I also post-produced the spot by pulling together a talented all WOC team from NYC, Toronto, and Chicago and was highly involved in the editing, coloring, composing, and sound design direction. ​​​​​​​
The spot has been featured in Muse By Clio, Ads of the World, and Campaign US.
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