The Big Idea
A cinematic, tech-driven autobiography of GMR's top-tier design and fabrication team, known as the Fab Shop.
Project: Fab Shop Sizzle Reel
Problem
Create long-form and short-form videos to showcase the experiential fabrication expertise of the Fab Shop. These videos will be featured on the GMR Marketing website and its social channels to raise awareness of the Fab Shop's capabilities and attract potential clients. First, we met with the owners and managers of the Fab Shop to discuss the project's needs, their expectations, and how they envision bringing it to life. Next, we took a virtual tour of the space to better understand how the shop operates. The tour revealed the flexibility of the layout and how they can adapt the space for various-sized projects at any time. Seeing the different machinery and the way the space comes alive provided valuable insight into the Fab Shop’s operation. The next step was to determine how to best showcase the Fab Shop’s skills as creators, innovators, fabricators, and highly skilled technicians.
Project Goal
We viewed the shop through a lens of technology and innovation. I assembled a deck of concepts that demonstrated ways to highlight these, emphasizing the group’s transparency. We explored different filming techniques, camera angles, and transitions to highlight the Fab Shop’s talents. One particularly popular idea was mounting cameras on various shop materials and equipment to offer a unique perspective of the workspace. This was one of my first projects at GMR. With the help of the videographer, we impressed internal stakeholders with our initial presentation, which allowed us to move quickly into production. Our distinct style, combined with other rebranding initiatives at GMR, aligned seamlessly without prior knowledge. As a result, upper management introduced us to additional rebranding projects within the company, ensuring total alignment. After securing management approval, we prepared a list of questions to ask the Fab Shop managers. These questions focused on how they handle projects, from large-scale events like the Super Bowl to smaller, more intimate assignments. They approach each project with consistent care and finesse. By answering these questions and incorporating unique camera angles and videography techniques, the story of the group was conveyed effectively. Everyone was highly impressed with the project and its outcome.
Major Personal Win
The look and feel of the chosen direction coincidentally aligned with other internal rebrands happening within GMR, even without my knowledge. Management even showed us other internal rebrand projects they were working on. It felt great to be relevant within the agency and to sync with other initiatives. So, the major win was that our approach was so innovative in our thinking and process that we were in sync with other ongoing projects within the agency. It was a very rewarding feeling to know that, as I came into GMR, I was producing work that matched the company’s vision for its future.
Project Role
Creative Director
Appolllo Bey
