South Coast Martial Arts school is a family run facility founded in 1993 that features various training & fighting areas for Boxing, Kickboxing, Wushu, King Fu, Brazilian Jiu-jitsu, Muay Thai, acrobatics and more. Instructors and trainers teach kids & adults of all ages the traditional principles that strengthen the body, mind, and spirit. Learning to master the mind leads to a greater understanding of the world around us. With a creative and visually compelling concept, we wanted to shoot an ad that left people spellbound, drawing viewers into a world they too could adopt.
Imagine slowing present time to a crawl and exploring this world. I aimed to couple our action with big moves, while rolling in super-slow-motion; however, the camera direction far exceeded our budget. In this moment I understood how difficult it is for others to grasp the gravity of your ideas.
Repeatedly explaining your vision is draining. An affirmation of understanding and queries suggesting the contrary can become an incessant obstacle. Inevitably the idea evolved into a more realistic depiction, in hopes of penetrating the minds of our audience and imparting the simple core of our message: We can all become something more. You can champion your body. The story we created are mere moments captured while life unfolds, strung together like a mildly comprehensible mind map.
MOMENTS THAT MATTER
The execution of this concept goes beyond verite, the scenes staged were intended to capture and heighten those moments that matter. Stalling mid-air, floating in the ring, striking beyond limitation, and defining yourself so you can elevate higher than your desires intend. These fighters and trainers opened themselves to our cameras, so we may for a flash feel alive inside their world.
Creative Director: Aaron Robinson
Cinematographer: Luke Dejoras
Editorial: Aaron Robinson
Talent: Philip Sahgun, Mark Poletti, Sebastian Castellanos, Rachel Ott, Krista Robers, Wes Scarpias, Daniel Kim, Alan Kemp, Seamus Magee, Adam Wayne, Dana Mackie, Austin Mcallister