BOXFRESH City 2 City
Launch Film
Brand launch film and social campaign. Director and AI Creative Director. Produced with Iconoclast.
One hero film, 50 cut downs, thirty years of culture. Boxfresh was relaunching to an audience with no memory of it, so the film became the memory: a timeline from 1994 to today, moving through the moments that defined inner-city culture. Getting ready. Leaving. Transit. The queue. The secret party. The comedown after. The same actions repeating across three decades while the surfaces change around them, vinyl to tapes to LimeWire to streaming. Boxfresh sits inside all of it as cultural hardware: worn, handled, present, never announced. The brand is not the subject of the film. It is part of the fabric the film moves through.
The structure is deliberately non-linear, and that came out of a conversation with Luke Hodgson, who understands the Meta ads platform as well as anyone I have worked with. His point was that the feed does not hand you ninety seconds, it hands you moments, and most people will meet the film somewhere in the middle of it. So I designed City2City to hold attention in micro bursts across 1:30. Every few seconds is a complete scene with its own decade, its own texture and its own payoff. Drop in anywhere and it works. Watch the whole thing and the scenes assemble into a lineage. The same design is what makes the variants possible: a film built from self-contained moments can be recut, reordered and versioned without breaking.
One hero film, 50 cut downs, thirty years of culture. Boxfresh was relaunching to an audience with no memory of it, so the film became the memory: a timeline from 1994 to today, moving through the moments that defined inner-city culture. Getting ready. Leaving. Transit. The queue. The secret party. The comedown after. The same actions repeating across three decades while the surfaces change around them, vinyl to tapes to LimeWire to streaming. Boxfresh sits inside all of it as cultural hardware: worn, handled, present, never announced. The brand is not the subject of the film. It is part of the fabric the film moves through.
The structure is deliberately non-linear, and that came out of a conversation with Luke Hodgson, who understands the Meta ads platform as well as anyone I have worked with. His point was that the feed does not hand you ninety seconds, it hands you moments, and most people will meet the film somewhere in the middle of it. So I designed City2City to hold attention in micro bursts across 1:30. Every few seconds is a complete scene with its own decade, its own texture and its own payoff. Drop in anywhere and it works. Watch the whole thing and the scenes assemble into a lineage. The same design is what makes the variants possible: a film built from self-contained moments can be recut, reordered and versioned without breaking.
Underneath it sits Latent Ethnography. Agentic and deep research collected cultural references across the whole timeline, organised inside the AI to reflect each moment in time. The generative approach let us hold the balance between hyperrealism and cultural iconography without infringing trademarks or tipping into nostalgia, and every variant in the campaign generates from that one system.
The job was awarded at the end of January. Final delivery, including cutdowns, voiceover and sound design, was four weeks later. Live across Meta platforms now in multiple variants.
The job was awarded at the end of January. Final delivery, including cutdowns, voiceover and sound design, was four weeks later. Live across Meta platforms now in multiple variants.