This is the second blog in a three part series. Read part one here.
Production day for the Samsung ad collaboration with Vogue and GQ Taiwan was nothing short of a rollercoaster. Months of planning culminated in a single day—a brief but intense window to bring the vision to life. The stakes were high, and the pressure was palpable, but it was also a day brimming with creative energy and problem-solving.
Thanks to the test shots conducted during pre-production, we had a clear visual direction, but production still brought its surprises. The controlled environment of planning gave way to the unpredictable reality of a live set. There were lighting tweaks, unexpected sound issues, and lastminute adjustments to props and wardrobe. Each challenge required immediate solutions, keeping everyone on their toes.
The set itself was a hive of activity, with crew members moving in synchronized chaos. Every shot required meticulous coordination between the camera team, stylists, and talent. Moments of tension were balanced by bursts of creativity as ideas flowed and evolved on the spot. It was incredible to see how each department brought something unique to the table, elevating the project in ways I hadn’t imagined.
What struck me most was the synergy of the team. My Second Assistant Director, hired through Richmond’s network, was indispensable, managing logistics with precision and ensuring that the schedule stayed intact. Their expertise kept the day running smoothly amidst the inevitable hiccups. Meanwhile, the cast brought an infectious energy that made the atmosphere electric, turning even the most hectic moments into opportunities for brilliance.
As the hours raced by, there were fleeting moments of magic—a perfectly timed reaction, a spontaneous creative decision, or a shot that felt like it had leapt straight out of the storyboard. These instances reminded me why I love directing. The chaos wasn’t just a challenge; it was the heartbeat of the day, driving us to adapt and create.
By the time the last shot wrapped, exhaustion was eclipsed by a deep sense of accomplishment. Production is never just about executing a plan; it’s about embracing the unexpected and trusting the process. This day reaffirmed my belief in the power of collaboration and preparation, and I couldn’t wait to see how the footage would come together in post-production.
You can view the full Samsung ad here and read part one of this blog series here.
