Aspeth is a mindful lifestyle company that creates objects of art designed to inspire. I directed the series of their first-ever brand story videos. With almost no pre-production time, I had to direct and define the brand's video language. While filming, I had to think on the fly and follow my instincts. My main goal was to organically capture the key brand message in each video while also cultivating memorable moments between poet & artist, Rupi Kaur, and screenprinter, Sam Lowen.

In the edit, the stories were further refined to create three concrete messages and videos: The Collaboration (featured above), The Process, and The Wishes. These videos soft-launched the company and served as key content that communicated brand messaging and product education to the target audience. 

After the success of these three videos, Aspeth asked me to direct the product video stories for their Holiday launch, coming out December 2019.

Director by Alina Vita Kulesh

Producer Thinkingbox