The concept behind this spot is a joke I think we’ve all made: the hamster in a wheel that runs our computers. Many of us rely on our computers, and their speed or lack thereof, can really mess with our chi. The ioFX by Fusion-IO is a piece of hardware that accelerates the creative computer applications used by visual artists. We brought the joke to life with a narrative approach. The feel is more movie than commercial, complete with score and explosive climax.

My Role: Director • Cinematographer
Project Type: Commercial
Production Company: Prime Negative
Director: Gabrielle Paciorek