Brand Reels / Featured project / Lux Machina
Lux Machina: In-Camera VFX Reel
The technology was already in the frame. I made it the story.
Editing • Motion Design • Sound Design
- Client
- Lux Machina Consulting / LuxMC
- Year
- 2017 / Updated 2019
- Format
- In-Camera VFX Reel
- My role
- Editorial direction / editing / motion design / technical callout design / footage research / music edit / sound design
Lux Machina’s work was already inside some of Hollywood’s biggest images. The challenge was showing people what they were actually looking at.
For the company’s new website, I researched and sourced finished-film and behind-the-scenes footage, worked with the team to identify the technology behind each shot, then shaped it into a trailer-scale in-camera VFX reel. I built the story and rhythm, designed the titles and technical callouts, selected the music and finished the piece with custom sound design. In 2019, I folded Solo into the cut, built a new sequence and sound design, and gave the ending one last piano note.
Research / Editorial direction
The movies were the proof.
Lux supplied the project list and technical facts. I found the clearest finished-film and behind-the-scenes moments, then built the sequence that made its scope instantly legible.
- My role
- Footage research / editorial direction / story structure
- Input
- Project list + technical facts
Motion design / Technical callouts
Make the invisible visible.
Custom callouts identify the systems behind each image: projection, LED environments, prop lighting and screen scale. The film keeps moving while the technology becomes legible.
- Section focus
- Motion design / technical callout design / visual explanation
- Within the reel
- Integrated technical callout graphics
Editing / Music / Sound
Cut it like a trailer.
A capabilities list became a hundred-second escalation: image, detail, rhythm, reveal. The work didn’t need explaining down. It needed lifting up.
- My role
- Editing / music edit / custom sound design
- Deliverable
- 100-second brand reel
2019 revision / Solo
One more mission.
Two years later, I folded Solo into the existing structure, built a new sequence and sound design, then gave the ending one last piano note.
- My role
- Revision edit / sequence design / sound design
- Update
- Solo / 2019
Official full film / Sound on
The In-Camera VFX Reel.
Press play to watch the complete reel with sound.
Additional brand reel / Steel Wool
Give the brand a world.
For Steel Wool, I shaped a compact brand reel around its visual identity and portfolio—including the Festifi sequence—giving the company a distinct rhythm, texture and point of view.
- My role
- Editing / brand storytelling / motion design / typography / music selection
- Deliverable
- Full brand reel
The outcome
The systems stayed behind the image. The story made them visible.
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