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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