There’s only room for so many projects on one of these sites before it’s like, “ok we get it.”

So why did I choose to include this one over a broadcast campaign for Coinstar, a social series for Nike, and an integrated B2B campaign for Visa?

Well first, give it exactly 47 seconds of your time (please).

I have a lot of heart for this short, which was part of an ongoing series we did for the Avocados and Coconuts social feeds. (That word…feeds…too revealing, but I digress.)

I love getting after internal projects when there’s any time at all. Recently this included editing a journal, learning and implementing the latest and greatest SEO tactics, and researching/writing original posts for every day of Black History Month. And 49 Chapters.

But pieces like “Cemetery” above always feel low-key thrilling and vital. Our DP has a few hours free this afternoon? Head to the presidio and start rolling! Then I combed through the footage, freezing on every grave marker, jotting them down, finding the right sequence. The right pacing. The right music. How it all unfolds and fits. There is so much story packed into these inscriptions, each one a door into people and pets I wish I knew more about. But I can imagine.

It’s always nice to think with the filter, “what’s the best version of this?” even if it’s just to put up a social post. I think the final product above, knocked out quickly and opportunistically, is the answer in this instance.