Westfield Montgomery: Reimagining Physical Retail Through Cinema
The Brief & Scale
Westfield Montgomery commissioned campaign coverage for Culture Pop, a 3-week regional arts festival, alongside a commercial centered on the traditional Santa Claus experience.
My Directorial Scope
I directed both campaigns with a dynamic music video aesthetic, managing on-set live talent, multi-camera field operations, and post-production edit cuts.
The Directorial Challenge
Translating corporate retail objectives into engaging stories required directing high-traffic public spaces during open mall hours without disrupting daily operations.
Commercial Direction & Community Engagement
Authored creative treatments that translated corporate retail objectives into dynamic visual stories, bringing a fresh music video aesthetic to traditional holiday and cultural activations.
Directed live talent inside high-traffic retail environments, guiding young children, Santa Claus, and featured artists while managing tight production schedules during open business hours.
Led field camera operations across active commercial spaces, coordinating lighting, multi-angle camera setups, and audio capture without disrupting daily mall logistics.
Supervised post-production edit cuts, color grading, and sound design, delivering polished commercial assets tailored for digital advertising, social media, and broadcast distribution.
Driving Foot Traffic Through Creative Storytelling
- Commercial Brand Alignment: Delivered high-polish visual campaigns that met corporate brand guidelines while refreshing Westfield's public identity for a modern consumer base.
- Third Space Activation: Documented three weeks of live cultural programming and holiday experiences, producing narrative assets that positioned the physical mall as an engaging regional destination.
- Multi-Platform Content Rollout: Created a versatile suite of commercial recaps and broadcast-ready holiday spots that drove seasonal foot traffic and boosted digital audience engagement.