Daniel Luna of bicoastal Union edited a new campaign for CustomInk, created via SUPERMOON and helmed by Thibault Debaveye. Called “For All of Life’s Events” – and inspired by CustomInk customers – the campaign marks Luna’s first collaboration with this client, agency and director.
Told through a series of moments in one girl’s life, “Beautiful Girl,” chronicles the formative years of a dancer named Emma. The :30 narrative is propelled by Luna’s speed warping, dissolves and match cuts, which carry us through Emma’s debut onesie to childhood dance parties, recitals, cheerleading, community theatre and college productions, her life as a professional performer and – ultimately – as the owner of a dance studio. Each event is represented by a piece of custom clothing, among other defining touches; the closing moment features a grown Emma and her dance students wearing studio tees made by CustomInk.
“Entrepreneur” follows Pete, whose love of plants and trees sets the stage for a career spanning gardening, landscaping and architecture. What begins as a local mowing business with his pals evolves into Pete’s career and, throughout, CustomInk is there.
Finally, there’s Max, whose narrative is told in the “Circle of Life”. Here, too, we are swept seamlessly through the years as Luna connects the dots of Max’s youth. Whether it’s middle school sports, a family vacation, his wedding or the first birthday of his daughter, the key moments of Max’s life are captured – and celebrated – by CustomInk.
Luna credited ECD/Partner David DeRoma, CD/CW David Blacker and director Debaveye with making the process of cutting the campaign as smooth as the transitions within the spots. “DeRo, David and Thibault were fantastic to work with,” he said. “It was a lot of fun and I'm really proud of the work.”
About Union
Union Editorial has offices in Santa Monica, CA, New York City, Austin TX, and London, where it maintains an alliance with Marshall Street Editors. Union is the parent company of Union Entertainment Group, a Film Finance and Production entity; Platform, a creative and advertising solution for the gaming industry; and Resolution, a visual effects boutique specializing in visual effects for commercials, features and gaming. Union is presided over by Partner/Managing Director Michael Raimondi and Partner/Executive Producer Caryn Maclean. The Union roster is comprised of Partner/Editors Jim Haygood, Einar, Jay Friedkin, Sloane Klevin, Marco Perez, and editors Nico Alba, Jinx Godfrey, Nicholas Wayman-Harris, Rachael Waxler, Daniel Luna, Jason Lucas, Paul Plew, Ben Longland, Laura Milstein, Eric Argiro, Karen Kourtessis, as well as select projects with Tim Thornton Allen, Patric Ryan, and Ryan Boucher. www.unioneditorial.com
