Sample Screen 1: Molecular Brand Video At left are 4 still images from the video. The small dots were the first images in the video. They blinked in random sequence, until one dot turned red and became the period in the Molecular logo. The man with the zeros and ones superimposed on his image is the painter Jackson Pollack, shot from below.

Project Description:
Molecular was the first real brand engagement for BaseSix. It was originally staffed by BaseSix's New York office, but was serviced out of Boston when the New York office closed.

My role was to direct a brand video that introduced the new brand identity created by BaseSix. The video debuted at the Molecular brand launch party and was subsequently included as a CD-ROM in press packets and marketing materials (Figure 1).

The project was challenging for the main reason that I had no budget for shooting video or securing rights for any media. So, our approach was to build it in Apple FinalCut Pro out of appropriated video from VHS cassettes, graphics we created in Adobe Illustrator, Flash movies we created for the movie, stock photography, and a few digital video shots we took at South Station during rush hour.

Because the video we used was third generation and too grainy for broadcast, we intentionally distorted it further and over-layed it with pans across still images (Figure 2) to hide the fact that it was crappy.

I selected and edited the soundtrack myself in ProTools. It was a compilation of esoteric, not easily recognizable, tracks, including a remix of a New Order b-side, some acid jazz bossa nova, a Barry Adamson "crime jazz" theme, and an uptempo Parisian café thing by St. Germain. Each section of the video was punctuated by a different track.

The video was constructed of four sections: "First, Identify the Opportunity," "Then, Build the Solution," "Finally, Measure Success," and then a coda peppered with Molecular brand statements, finishing with a quote by Thoreau (client's choice).

At the final screen, I recorded a Macintosh speaking: "Get Molecular."