Creative Direction · Concept · Directing · Casting · Location · Cinematography Direction · Editing · Post-production

I developed the concept and led the project from the initial idea through execution, including selecting the artist, finding the location, directing the shoot, and shaping the final film in post-production.

Create a fast, visually engaging commercial that keeps Montana 94 and the product constantly present, without making the film feel like traditional advertising to the graffiti community it speaks to.

Treat the spray can almost like contraband. Make the viewer feel the rush and the risk!

A graffiti artist grabs it and runs, as if escaping the police, disappearing into an abandoned building. What begins with tension quickly transforms into creation: the hideout becomes his canvas and the product becomes the tool that makes it possible.

I wanted the film to feel like it came from inside graffiti culture rather than looking at it from the outside.

Having been a graffiti artist myself when I was younger, I knew these places, the energy around them, and that strange combination of secrecy, adrenaline and creative freedom.

We built the film around that feeling: an abandoned location, handheld camera movement, fast pacing and a performance that keeps the Montana 94 can naturally integrated throughout the story. The product isn't interrupted by the narrative, but it's part of it.

A short, high-energy commercial that turns a product demonstration into a story — showcasing the can, the artwork and the Montana 94 identity while staying rooted in the world of the people who actually use it.