Equilibrium…FIND YOURS Campaign
This commercial marks the launch of EQ’s “Find Yours” campaign, in which we highlight the versatility of applications as they pertain to different lifestyles.
With the ever-changing demands from our day gigs to our nightlife, we deliver the opportunity for the user to modularly attach and remove parts and pieces of the P.A.C. System, ORDNANCE accessories, and SKYN designs as necessary. “Find Yours” is our way of encouraging the urban nomad to simplify their lives with an unprecedented harmony of style and utilitarian mastery. Behind each tangible product stands a higher level of thought, yielding a system that conforms to the user rather than vice versa. Infinite variations through infinite customization…so go ahead…and FIND YOURS.
+ SATURDAY, DAY 1 of 2
5am: Wake Up! Day 1 shoot begins! Videography/Photography Equipment…CHECK. Storyboard…CHECK. Model Release Forms…CHECK. Props in order…. CHECK. Coffee from Wormhole…DOUBLE CHECK.
7am: Shoot Location #1: The Wormhole. Travis, the coffee house’s owner, was kind enough to welcome us in to his aromatic, upbeat establishment. Between the true-to-form Back to the Future DeLorean (that’s right…a full-size reproduction built by Travis himself, complete with flux capacitor and Mr. Fusion Home Energy Reactor), vintage tin lunchboxes from your fave 80’s Saturday Morning Cartoon Shows, and community NES system, we all had plenty to admire as we slurped down our piping hot deliciousness. Once our Ruckus & artist models, Michio Fukuda (EQ marketing member), Daryl Swapt (reputable Ruckus builder), & Edouard Pierre (RGB Director of Photography) were fully awake and prepped, we were ready for ACTION! With the sun (and global warming) on our side we were blessed to reach 37 degrees that gleaming morning, considering the frozen slush-fest forecasted for the following weekend.
10am: Shoot Location #2: The Bike Lane. Our models/stuntmen, Richard Galvez (car and bike geek) & Mark Almara (celebrated Chi-town fixie specialist), came through with a clean combination of flatland and freestyle tricks on their bikes while highlighting EQ’s newest bike pedal harnesses (now sold at The Bike Lane). They rocked Denmark Vessey’s “I’d Rather Be Moving Crowds” Skyn (RGB’s up and coming music producer…who is also working on EQ’s beats for this commercial). Huge thanks to the staff at The Bike Lane for being so attentive to our needs. How convenient was it to have a bike shop near our shoot to pick up a bike pump, wrench, even 2 LDG Bikes for props, not to mention the outlets to plug in our dying cell phones while tweeting and facebooking our every move (Thanks Elisha!).
1pm: Back to RGB Lounge to thaw out with some nice, warm sustenance from our neighborhood restaurant, Arturo’s. It is a scientific fact that nothing quite comforts like good ol’ Mexican Burritos. Nom Nom. The owner, Nic Sementa, chilled with us while we all soaked in the warmth and vibed to the always-awesome hip hop filling the studio space.
2pm:Shoot Location #3: Phil’s Hollywood Cleaners. Well his garage, that is, and the adjacent Silver Room, exterior. The models? Allen Castillo’s, “POOPRA” wrapped with characters from the provocative post-apocalyptic anime “High School of the Dead”, AJ Gillett’s overwhelmingly immaculate Honda Fit, and our lovely, tastefully tattooed photographer model, Krissa Rivers. We were surrounded with brilliant backdrops of street art comprised of several graffiti and mural artists’ work, namely Rahmaan Statik & YAMS. It seemed that every 5 minutes we had a new audience gawking at the art on the POOPRA and what we were shooting. Coincidentally, in the middle of our shoot, one of our Twitter fans stopped by to purchase the Skyn we just shot in the bike scene! Great timing! Time and sunlight escaped us just as we completed this scene. CUT!
4pm: Shoot Location #4: CTA Western Blue Line. Even though we were not shooting inside the train, the mere sight of our camera equipment awarded us a warning from the security guard. Chicago Transit Authority…gotta love them.
6pm: Shoot Location #5: RGB Lounge. Being only our 2nd indoor shot of the night, it was (needless to say) a huge relief to get away from mother nature’s merciless wrath to shoot the photo-editing scene with Krissa. As drained as we were, excitement kept us motivated to catch up on EQ’s facebook page. Seeing the support from our loyal fans that followed us each step of the way certainly kept us in high spirits.
8pm: Dinner from Big Star. We couldn’t get enough of this sweet, sweet Mexican delicacy. As a result of what I can only assume was some black magic cooking method, these well-executed tacos excited our taste buds in remarkable ways. Pork-belly and fish tacos stuffed in our stomachs, we rested for the next few hours before our last shoot of the night.
10pm: Shoot Location #6: Dragonfly Mandarin. 15 hours of shooting and counting. Riddled with caffeine and deprived of sleep from the night before, energy and creative juices were dwindling. Ambitious nonetheless, we boldly decided to get ahead of the game by getting some shots for tomorrow’s club scene. Sarah Chang, restaurant and club owner, bypassed us through all the security & bouncers, granting us access to the entire venue. We walked in like we owned the place! Equipped with the shots we needed, we all headed home to get some much-needed zzzzz’s for tomorrow’s shoot!