DG

When director Austin Will and Mathematic tackled SanDisk's rebrand campaign for ELA Advertising, the creative vision was as dynamic as the brand's "Don't Stop" message - and just as prone to evolution during production.

Brought on last minute to substitute for Mathematic's in-house VFX supervisor, David Gidali found himself not only managing real-time creative decisions but also catching up on project details while the cameras were rolling. The evolving nature of the spot demanded quick thinking and the ability to create new technical plans on the fly, turning potential chaos into creative opportunity.

The approach combined in-camera effects with comprehensive HDRI capture and plate photography, ensuring maximum flexibility for post-production while maintaining the authentic energy that made the rebrand concept work. Every setup required balancing practical execution with digital possibilities, capturing not just the action but all the environmental data needed to seamlessly extend the world in post.

The collaborative spirit of the shoot meant constant communication between departments, with VFX considerations influencing camera moves, lighting setups, and practical effects timing. It's the kind of dynamic production environment where adaptability matters as much as technical precision - and where the best solutions often emerge from creative problem-solving in the moment.