The FirmEZ was created in 2012 by New York based fashion designers Julianne Margiotta and Anjali Soares, after they discussed sometimes feeling self-conscious while working out at the gym. I was hired to direct and help produce an infomercial for the product as well as doing the photography for the FirmEZ website. This was a really collaborative and exciting startup environment. A few days before our shoot, the city was hit by Hurricane Sandy, which created huge challenges. Rentals were unavailable and we ended up shooting in a gym while their power was still out by using construction lights and a portable generator.
Despite these challenges, we created a great infomercial! It has humor, fantastic voice work, testimonials, product shots, and great motion graphics and 3D animations. All the animations are my original work. Click here for the animation page. Below is some of my photography for the now defunct FirmEZ web page. The product lasted about two years before both designers moved on to other opportunites.