2024
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EXPERIENTIAL
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ASSOCIATE CREATIVE DIRECTOR
The project
The challenge
If we wanted this film to land, it couldn’t just relive the past. It had to rediscover what made FRIENDS™ special in the first place. I started by studying how fans talk about the show today, through TikTok tributes, compilation reels, and Reddit threads, to understand its real emotional currency: the feeling of being seen, heard, and understood by six fictional New Yorkers who still feel like family.
That empathy-first approach led to our core idea: “You could always count on your FRIENDS™.” It was the strategy that won us the RFP, and it wasn’t just a tagline. It became the heartbeat of the video. Every frame, every edit, every line of voiceover was built around that truth.
I approached mapping out the film like a documentarian, not just an editor, letting the footage show me where it wanted to go. I started with a loose roadmap, then spent hours combing through clips to find both the iconic moments fans love and the small, human ones that carried real emotional weight. The script took shape from there, guided by what felt true on screen, not just what was planned on paper.
The film landed. It struck the emotional chord we were aiming for and became a hit internally at OGX. That success led to a second ask, a pre-show film for the holding area with light instructions, trivia, and nostalgic moments to keep fans engaged while they waited.
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