Cinematic still from a commercial shoot — dramatic kitchen scene with low-key lighting
Commercial Director

HELMS

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00:00:01:00 · 24fps · 4K
Cannes Lions — Gold·D&AD — Wood Pencil·One Show — Merit·2.4B Views Delivered·AICP Award — Best Direction·Clio — Silver·Shot on ALEXA 35·Sundance — Jury Recognition·Brand Film Festival — Grand Prix·Cannes Lions — Gold·D&AD — Wood Pencil·One Show — Merit·2.4B Views Delivered·AICP Award — Best Direction·Clio — Silver·Shot on ALEXA 35·Sundance — Jury Recognition·Brand Film Festival — Grand Prix·
01
Culinary · Brand Campaign2024
Client

Meridian Cookware

The Brief

Make a pan feel like the most important thing in a kitchen — without showing a single recipe.

Low-angle tracking shot through a professional kitchen — Meridian pan in foreground, blurred chef motion behind, steam rising in rim light
Meridian Cookware · Hero Frame · 00:00:08:14
Hero Frame · Grade A
Behind the Frame
Behind the scenes — camera operator setting up low dolly shot in commercial kitchen
Close-up of condensation forming on stainless steel surface during shoot
Director reviewing playback monitor on set with crew of sixty
From the Treatment

The pan is never the hero. The kitchen is. We build the world first — the steam, the grain of the cutting board, the way heat moves through air — and the Meridian sits at the center of all of it like it was always supposed to be there. One continuous tracking shot. No cuts until the reveal.

Shot over two days at a working restaurant in Brooklyn. ALEXA 35 with Cooke S7/i glass. The condensation on the pan took three hours to get right. It was worth every minute.

Final spot — Meridian Cookware 30-second commercial, single tracking shot through kitchen
:30 · Muted Autoplay
847MCampaign Views
+34%Sales Lift
GoldCannes Lions
:30Duration
Next: Voss Automotive
02
Automotive · Launch Campaign2023
Client

Voss Automotive

The Brief

Launch a $140,000 sedan to buyers who already own everything — give them a reason to feel something.

Cinematic wide shot — Voss sedan emerging from tunnel mouth at dusk, city lights blurred behind
Voss Automotive · Hero Frame · 00:00:12:08
Hero Frame · Grade A
Behind the Frame
Camera car alongside Voss sedan on closed tunnel road at blue hour
Low-angle shot of Voss sedan wheel during tracking sequence
Director and DP discussing framing on closed highway location
From the Treatment

We're not selling speed. We're selling the moment before speed — the decision, the breath, the hand on the wheel. Every frame is about restraint. The car barely moves in the first twenty seconds. When it does, it earns it.

Location: Gotthard Tunnel, Switzerland. Three-day permit. Crew of sixty-two. We had a six-hour window inside the tunnel each night. The grade took four weeks — every frame color-matched by hand.

Final spot — Voss Automotive 30-second launch commercial, tunnel emergence sequence
:30 · Muted Autoplay
2,400Launch Weekend Orders
WoodD&AD Pencil
1.2BMedia Impressions
+61%Dealer Inquiries
Next: Sève Parfums
03
Fragrance · Global Campaign2024
Client

Sève Parfums

The Brief

Sell a scent you cannot smell — make thirty seconds feel like a memory the viewer already has.

Extreme close-up — Sève parfum bottle with skin texture and morning window light, soft bokeh foreground
Sève Parfums · Hero Frame · 00:00:06:22
Hero Frame · Grade A
Behind the Frame
Macro lens setup for fragrance bottle close-up with custom light diffusion rig
Talent preparation on set — fragrance campaign, natural morning light location
Director reviewing fragrance bottle lighting setup with gaffer
From the Treatment

Memory is sensory — but it's also fragmentary. We built the spot in eight-frame bursts: a wrist, a window, wet grass, the back of a neck. Nothing completes. Nothing resolves. The bottle appears for exactly four frames in the final cut. That's the whole brief.

Shot in Provence over five days. The grass was wrong — we waited two extra days for rain. The final cut has 47 discrete shots in thirty seconds. The editor and I counted them three times. Every frame is a different memory.

Final spot — Sève Parfums 30-second global campaign, memory fragment sequence
:30 · Muted Autoplay
1.4BGlobal Views
SilverClio Award
+$22MRevenue Attribution
+48%Brand Recall
Director's Reel · 20243:42 · Best of
Representation · Treatments · Availability

The work speaks.
You decide.

helms@helmsdirects.com