Necessity is a mother


Over the last few months, writer/director Jef Loeb has been digging deep into his playbook to provide agencies and brands with creative “please, not another Zoom commercial” storytelling options. One of the solutions he’s working with is a live-action camera package that allows for socially safe setup by one or two crew with everyone else—director, technical staff, agency and client—working remotely. It’s an ingenious answer to the question: “how do you shoot when you wouldn’t touch a production with a 6-foot pole?” Here’s how that setup looks, and below is some of Jef’s social-distance-approved work.