The Dallas Museum of Art enlisted the help of Equilateral to create a stunning montage with people from all walks of life enjoying the myriad of paintings and art objects that the museum offers.
The video, turn-keyed by Equilateral, was directed by Roger Peters and edited by Max Smith.
Check it out..
Forty Five Ten collaborated with Equilateral on creating video and still photography assets for their latest Spring 2022 Campaign titled “All in a Day”. The idea was to create a magical day in the life of our model, as she seamlessly walks from scene to scene her wardrobe changes and small magical moments happen along the way. Creative & Art Director Jonathan Merla worked with Director Roger Peters to help bring the vision to life from idea to final product.
Watch the video…
Credits:
Client – Forty Five Ten
Creative & Art Direction – Jonathan Merla
Fashion Director – Jordan Jones Munoz
Production & Post – Equilateral
Director – Roger Peters
Photographer – Darren Braun
Executive Producer – Jessica Cramer
Editor – Max Smith
Model – Kayla Whitmire, Kim Dawson Agency
HMU – Gabby Rosenberg
Music – Adam Pickrell, Byron Crenshaw
Production – Sydney Dietrich
Set Design – Pablo Padgett
Special Thanks – Booker T. Washington High School for the Performing and Visual Arts Dance Department
Equilateral has done it again, only this time, for a company that is breaking new barriers in transportation that produces a product for self-driving vehicles.
With offices in Dallas, Aurora’s driving system is designed to operate everything from people-moving sedans to goods-moving trucks. Its flagship product, the Aurora Driver, is a platform that brings together software, hardware, and data services, to autonomously operate passenger vehicles, light commercial vehicles, and heavy-duty trucks. The company is currently testing its self-driving vehicles in DFW.
Aurora selected Equilateral to showcase their unique story by catching vehicles in action, with no driver! The video utilizes action shots including drone and car-to-car footage.
The project was directed by Roger Peters, edited by Max Smith and turnkey-ed by Equilateral. Roger Peters commented, “As a fan of driverless tech, it was such a blast to work with the Aurora team. It was so impressive to see these automated trucks in action!”
About Aurora: Aurora was started by industry luminaries with a vision to safely accelerate the adoption of self-driving technology. We’re building the next-generation of self-driving with powerful, independent, and robust technology—the Aurora Driver—at its core. Through an ecosystem of partners across the transportation industry, we’ll deliver the benefits of self-driving technology broadly.
What do you get when you blend a beautiful woman wearing elegant clothing with captivating imagery from the DFW area? A beautifully shot video from Equilateral for FORTY FIVE TEN, a downtown Dallas boutique that merges fashion, art & design while championing the new, the unconventional, the eclectic and the inspired.
The campaign idea to use visuals from iconic DFW locations, came from FORTY FIVE TEN Creative Director, Jonathan Merla. He was inspired by a series of sculptures on which the blue egg background sculpture is based. The egg image is seen throughout the entire video in numerous visual effects.
Using Jonathan’s sculptural idea as a springboard, Equilateral’s Director Roger Peters brought a vibrant and ethereal vision to the project. Merging shots of grass, blue egg, skyscrapers, and an art museum as the background visuals, he showcased product shots and model close-ups.
It was important for Jonathan and Roger to find a balance of captivating imagery while showcasing the elegance of the clothing.
Equilateral shot at 3 vastly different DFW locations including a farm, an art gallery and at the top of a parking garage. The result is a promotional video that fulfills the promise of the boutique: to merge fashion, art, and design.
Credits:
Director: Roger Peters, Equilateral
Editor/VFX: Max Smith, Equilateral
Executive Producer: Jessica Cramer, Equilateral
Creative Director: Jonathan Merla | FORTY FIVE TEN
Model: Makayla Harmon, Kim Dawson
Equilateral recently released new work from their clients at PLEXOR! The spots were directed by Roger Peters, turnkey-ed by Equilateral and written by Matt Christensen. They are 3 comedic spots featuring super cool and talented actor, Kamen Casey, who plays the character Max. Wearing a PLEXOR outfit that resembles a NASCAR pit crew member’s uniform, Max demonstrates just how easy it is to use the new PLEXOR oven from TurboChef. With one plug, one touch control, 3 different vent-less cooking technologies, the new PLEXOR oven offers “Automation That Wins Every Time.”
Check out the spots…
Equilateral is having a busy summer, creating eye-catching spots, images and videos for a few of their favorite ad agency clients.
The Richards Group recently hired director Roger Peters of Equilateral to not only capture the artwork of four Choctaw Nation artists, but also to explore their fundamental creative nature. In the videos, each artist shares their creative vision and demonstrates crafting their art.
“We could immediately tell that Roger and the whole Equilateral team had a passion for this project when we first started discussing it with them. Roger dove in and brought his insightful perspective and his passion for art throughout the process. Our team and our clients are thrilled with how this work turned out.”
– Clint Carter, Creative Group Head/Writer, The Richards Group
Additionally, Dallas-based ad agency, Fortunato, tapped Equilateral to shoot over 200 E- Comm and 15 lifestyle images plus a brand video for the new GameStop line of gaming accessories called Atrix. The images and videos highlight, in striking detail, the design and gaming enhancement features of the products.
“Equilateral was the perfect partner for this project. Their attention to the craft was instrumental in bringing out every detail of the Atrix line of products. Not only that, the film and photography quality really helped elevate the brand and all of the products.”
–Rodrigo Maycotte, Co-Founder & Creative Director, Fortunato
Equilateral is also happy to announce that Max Smith has joined their team as Editor. He brings extensive experience, his editorial style is focused and collaborative, and he brings great energy and positive vibes to the editing console.
Check out his reel.
To start your next project with Equilateral, reach out to Executive Producer Jessica Cramer, jessica@equilateralfilms.com.
Equilateral recently produced a spot with Ad 2 Dallas for Hunger Busters, a local non-profit that feeds food insecure students in Dallas.
Credits:
Production & Post: Equilateral
Director: Roger Peters
Executive Producer: Jessica Cramer
Copywriter: Matt Christensen
Cinematographer: Noe Medrano
1st AC: Kyle Novak
Gaffer: Chris Gonzalez
Art Director: Sean McCord
Editor/Animation: Thomas Steele
Audio Mix: Ben Templeton, Jack & Dorothy
Cast: Ella Rose Gonzalez, Xavier Tyler, Niko Morales, Farah White
Ad 2 Dallas Team: Raul Machuca, Kendall Mason, Coral Picek, Kira Stearns, Ariel Rodriguez, Michael Simon
Special Thanks: Trey Hoobler, Grit Talent Agency, James Casarez, Mary Collins Agency, Sara Rhodes, The Clutts Agency, Anne Welch, Eddie Ross & Family
Equilateral offers the full spectrum of services in film production and post production. Collaborating with agencies and clients, Equilateral brings a modern approach and expertise to their filmmaking. Get a glimpse of some of their work on their latest sizzle!
Equilateral recently produced two completely different yet equally stunning spots. The first is for Traffic LA, a high end, Beverly Hills-based shop offering chic modern designer clothes. The second has Equilateral teaming up with the latitude agency for Wood Defender, a Mansfield, Texas company offering superior wood stain for the DIY customers as well as contractors. Both spots were directed by Equilateral’s resident director, Roger Peters and executive produced by Jessica Cramer.
They fall on opposite ends of the spectrum in terms of design and shooting style. The Traffic LA production, features vibrant, in-your-face colors with dancers from…get this…Juilliard…showing off the clothier’s trendy styles with eclectic dance moves. Wood Defender’s brand video is more straightforward. Each shot beautifully showcases the product in sharp focus contrasted with a creamy, out-of-focus background. Both spots demonstrate the versatility and creativity Equilateral offers their clients.
AdChat DFW caught up with Roger Peters to discover how he approached each production.
AdChat DFW: Why did you decide to go with the fun and crazy colors for this spot?
Roger: I wanted to put the dancers in an ethereal environment, so the creative director Jonathan Merla and I created a custom color scheme based on paintings by Julian Stanczak. It also helped to fill the studio with haze to blend colors as our lights transitioned through the programmed color schemes.
AdChat DFW: What did the client want in terms of art direction?
Roger: With this client we usually have a lot of freedom when it comes to art direction. The creative director and I usually find a flow during pre-production and weave our way through the creative ether. This one was all about the clothes and how the dancers moved in it.
AdChat DFW: How did you enlist dancers from Juilliard? There must be a cool story there.
Roger: I have to give props to my man Jonathan Merla on this. The story is that of the 8 or so modern dancers that were accepted into Juilliard a couple of years ago, 5 were from Dallas. This is very rare. Jonathan reached out to our 3 dancers and had them choreograph moves to our music, based on their response to the styles of the clothing. Those dancers were amazing to collaborate with, and their movement was absolutely beautiful to film. So much of the camera work became about finding intimate moments between the lens, the dancers and the clothes.
AdChat DFW: How do you feel about directing such a unique spot?
Roger: This Traffic LA spot and the opportunity to collaborate with this client has been such a dream, especially filming such skilled and precise dancers.
Check out the spot and a time-lapse of the shoot.
AdChat DFW: Did you shoot this spot locally?
Roger: We filmed at 3 different locations around the metroplex. It was really important to find settings that matched each one of our different characters. So, we needed to find a garage for our DIY character, a brand-new unstained cedar fence for our contractor and a backyard for our handy man character. We also filmed at the headquarters of Wood Defender & Standard Paints, which was really fascinating.
AdChat DFW: Who did the casting?
Roger: For this project we casted from headshots, but I had worked with both Tanner McElroy and Alika Ray on several occasions before and knew that they were right for our casted roles. Our commercial fence staining character was actually a real commercial fence contractor that works with the client. He had such a great look and knew how to apply the stain with the commercial equipment, which made our lives easier.
AdChat DFW: What voice over talent did you use?
Roger: We also did the casting for VO, reaching out to all of the normal agencies in Dallas. We landed on Bobby Butler because he had such a great upbeat tone with that relatable drive in his voice that spoke to the ambition of contractors and DIYers alike.
AdChat DFW: Can you tell our audience about the racked focus that let the viewer focus on the wood staining detail?
Roger: For this spot, I worked with one of my favorite Cinematographers, Jake Wilganowski. We created a look that was all about moving with the action and showcasing the stain. We did all kinds of fun things like utilizing macro lenses and mounting the camera to planks of wood. When I approach the look of a spot, I am looking for the details and abstractions that help build the story through the textures of a scene. This being a brand video, it was all about showcasing the stain being applied, and I wanted to show it in all of its forms. I also need to give a shout out to our art director Sean McCord. He makes so many of our art dreams come true, like building a deck on the day of the shoot!
AdChat DFW: What was your favorite experience shooting this spot and how did the client feel about it?
Roger: Directing this Wood Defender spot was one of the most enjoyable experiences I have had on set. We all just really enjoyed the process, and from the client and agency all of the way through the crew, it felt so good to laugh and create together! Here’s a quote from our client, we think he’s pretty happy!
“Equilateral is my go-to dream team. They are as committed and enthusiastic about the process as they are the final product.”
– Terry Baughman, Creative Director, latitude
