Lucky Post editor Logan Hefflefinger and Director Paul Minor reunited for a Timberland brand spot via agency YARD. Sun-kissed optimism and a carpe diem spirit shine in “In My Element” which just launched nationwide.

“When people hire Paul to direct a project they reach for his artistic side and his creative vision,” notes editor Logan Hefflefinger. “He always brings something authentic and genuine to what he shoots. With each project, I look forward to discovering what that is and shaping it in the edit.”

“The edit is where the story is truly created, where the key moments are captured and defined,” says director Paul Minor. “Logan thinks critically about the edit and is unafraid to try new things. I trust him implicitly and know that he and I arrive at the same place even when we can’t be in the same room.”

Minor and Hefflefinger have collaborated since 2007 on commercials and music videos including Jiffy Lube, Nike Ellie, Xbox, Jiffy Lube, Harley, Nice boys - Amy Studt and Old man – kaz. Over the years they’ve developed a shorthand, enhanced by their shared sensibility, love of music, and appreciation for short form storytelling.