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New Balance

Director: Alex Parker

Production: Arts & Sciences / American Haiku

New Balance / Alex Prager

New Balance / Alex Prager

Directed by the insanely talented Alex Prager, the project stared the Spanish singer Rosalía. Originally conceived as a motion shoot with a few stills, the job brief changed the day before filming to be stills only. Alex Prager’s work mixes different eons of cinematic time, like a memory blended with a dream, it makes a visual language that, in my view is closer to how we experience reality. From a design standpoint it was a real joy to be part of, even if the final work turned out to be a still version, of its planned motion shoot!

Directed: Alex Prager. Prod Co: Arts & Sciences. Location Build & Dressing in New York. DP Robert Elswit

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