Watch the viral ad entitled - "The Standoff"

As Director, I wanted to recreate an underlying theme essential to The IDC. The idea of camaraderie, the most important part to their brand message, presented as an actual chance encounter by two patrons. Noticing each others IDC gear, they establish a mutual bond quickly after successfully bonding over The IDC's secret password. This depiction of the IDC's ideal social interaction establishes the brand's message and clarifies the overall theme, connecting the social aspect with the fashon expression. Filmed on Christmas day, around midnight, this short film was born and has been well received ever since, being passed around on social media as an exciting look into the world of The IDC.

The idea for the ad was straightforward to produce. However, as a part of the storytelling, I had to create some motion graphic overlays to progress the plot. The interface for the radio and automobile warning system were some of the effects I generated using Aftereffects and Photoshop.

I created indicator lights and used motion tracking to align them with the movement of the scene.

The cars native radio interface was modifed and motion tracked to add a sense of realism and cohesion.

The major theme of the IDC is centered around a specific bible passage that describes the fall of man, specifically, Adam and Eve being expelled from the garden. Their path back was blocked by a flaming sword that turned in every direction. The IDC uses this motif to describe the secrecy and exclusivity of their collective. They motivate their customers to use a "password" to identify one another, encouraging engagement and a real time social interaction adding to the mystique of their brand. All of this is a metaphor of limited "accessibility" and exclusivity, while simultaneously encouraging social connections amongst their customers.

Their brand mark is a flaming sword with a golden hilt surrounded by undulating waves that represent perpetual motion. This is a visual metaphor for the brand message and emulates a military faction or department. The militant presentation is bright and vibrant, reminiscent of modern streetwear brands that emphasize bold color and easily identifiable imagery. I took inspiration from Ed Hardy and Bape, two brands that use simplistic design language to unify their products. A conversation piece that boldly communicates the motif of the IDC, an exclusive brand gate-kept by devoted patrons. The sword representing the password protected community that makes up their fanbase.