Cashear: Create, Release, Earn
New York City
Create, Release, Earn is Cashear’s launch commercial, and it was not shot in a day. Jenya filmed it across the company’s own events through 2022 and 2023, so the footage is of real rooms and the artists who were actually in them. The finished film carries the line the campaign was built on and went out with the launch. It has been seen more than 1.7 million times on Instagram.
Filming a commercial across a year of events is a different discipline from booking a shoot. Nobody is on a call sheet, the light is whatever the room has, and the moment that will cut has to be recognised while it is happening rather than staged afterwards. The camps gave the quieter material, artists writing and listening; the launch night gave the crowd and the stage. Cutting it together meant matching a year of rooms into one piece that still reads as one idea.
Project facts
- client
- Cashear
- project type
- Commercial
- venue
- New York City
- date
- credit
- Film, JPX Studios
The commercial sits alongside the Artist Spotlight interviews and the launch party coverage as the third piece of the same relationship with Cashear. Each was shot for a different purpose and each drew on the same access: a company that let the camera stay in the room while the work was happening.
More for Cashear: Cashear Artist Spotlight interview series
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