Even/Odd director Rodney Lucas captures “speed and ease” with swift cuts and smiling faces, dancing between bustling shop owners and satisfied customers while orders are juggled with PayPal Zettle. In one scene, a businesswoman meets the niche needs of coffee-loving bikers with ease. In another, a young girl is fitted for glasses by another solo eyeglass-store owner.
The contemporary feel for the work artfully captured Media.Monks’ strategic campaign objectives and ties to Even/Odd’s diversity-driven ethos. The creative production studio--anchored by the contemporary perspective of underrepresented filmmakers, multidisciplinary artists, producers, and strategists--strives to reflect the new future through captivating visual projects.
Lucas notes, “During this shoot, one of the moments that will forever warm my soul was the interaction between the Black optometrist and the little Black girl. My community has a deep spirit of trauma associated with places of care, so to be able to reclaim, reimagine, and ultimately cinematically recreate this environment--with the love, detail, and benevolence so many of us have never experienced—was a personal triumph that I’m certain will resonate with Black communities, globally. This scene was built and designed with great intention.”
Director: Rodney Lucas
Ad agency: Media Monks.