xfinity Mobile

Making It Big

Featuring “Living Life” by Steady Holiday. Directed by Peter Thwaites w/ The Corner Shop. Visual Effects by Preymaker. Shot in Prague, CZ for Xfinity Creative and Xfinity Mobile.

xfinity Apple

No Lie

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Light The Way

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xfinity Vampire

Director Clay Weiner w/ Biscuit Filmworks

Payless

Agency: DCX Growth Accelerator

Producer and Director: David Logan / DCX Studio

Press:

GMA: “A sharp move”. “Brilliant.” “Really, really smart.”

Maxim: “…some kind of Don Draper-level brilliant marketing…This was pure genius.”

Washington Post: “They had us fooled’: Inside Payless’s elaborate prank to dupe people into paying $600 for shoes”

Huffington Post: "Bravo, Payless. Bravo."

Zero Hedge: "From Fake News To Fake Shoes - How Payless Pranked So-Called Influencers”

Adage: “DCX Growth Accelerator turns bargain sneakers into boutique footwear”

Adweek

Palessi

In October 2018, Doug Cameron, Tommy Noonan and Patrick McCormick from DCX hired me to produce a Black Friday Sales Event spot for Payless. After realizing there wasn’t enough money to hire a real director, they let me do it.

This was mid-October and Black Friday is always the Friday after Thanksgiving, so…not a lot of time.

The first call I made was to the line producer, Kelly Scott. Thankfully she was available.

My second was to Anna Sellinger, an extremely creative individual who conveniently knows fashion. Anna was the brains behind the Instagram account and making sure we had shoes in every size which is really how we fooled everyone.

Third call was to the editor Brian Sanford, who explained the need for a three part narrative arc and some other very important considerations for a 1st time director.

Along with the DCX crew (Doug, Tommy and Patrick), Anna, Brian and Kelly were so important to the success of this project. It would not have been possible without them.

We captured the lightning together.