September 1, 2020
Miniac Films Director John Christopher Pina Directs Mirror's New Campaign
Miniac Films Director John Christopher Pina Directs Mirror's New Campaign.
In these uncertain times, what we can be most certain about is that our health, both physically and mentally comes first. Even though we might all be physically divided, Mirror satiates our need for physical activity and human connection by offering a quantum leap into both personal fitness and human connection.
Mirror is quite literally its’ namesake. This sleek, subtly decorative mirror acts as a portal to personal fitness training. Offering hundreds of classes, Mirror scans the body as you work out and provides instant feedback by their virtual trainers. Users have access to complete, interactive immersive and holistic workouts all in the security of their own home. Mirror has been the future of fitness since its’ debut, and, in that vain, has updated their Mirror to now enable people to connect with friends, family and a broader community. The new Mirror allows us to connect through movement.
Mirror team partnered with the Los Angeles and New York based production company, Miniac Films to create a new promotional film for Mirror. Miniac Films is a hybrid production company and creative shop that specializes in creating dramatic narratives with high production value. Miniac Films director and co-founder, John Christopher Pina, directed the spot.
Pina started as a music video director, directing videos for top pop artists like John Legend and Kanye West, but quickly moved into the commercial world. Pina is widely known in the commercial world for his lively yet emotive narratives.
Pina blended common actions between the shots, compositional similarities, and rhythm to create a unique connective tissue throughout the entire promotional film. Pina was able to re-imagine the traditional interpretation of the match cut to create a continual, upbeat momentum that encapsulated Mirror’s new central message – connection through movement.
Miniac Films took extreme precaution while filming to prevent the spread of COVID-19. Check out their recommended guidelines here.
Check out photos from behind the scenes below