Autoform: Be Human Again – A Brand Commercial Case Study

Client: Autoform.ai – Tech Industry Role: Director • Producer • Editor Deliverables: 2min Wide and Vertical- 4k Resolution Distribution: X, YouTube, LinkedIn, Product Hunt, TikTok, Instagram

Zach, the founder of Autoform reached out after assessing some of my previous film work to direct the launch commercial for his new tech startup, Autoform. I led the project from Pre-Production planning and tailoring a creative direction to the client's vision, through Production, as well as through Post Production and final delivery. Every step of the way went about as seamless as possible with ongoing communication with the client, ensuring they were thrilled with how the commercial was turning out each step of the way. Despite the client being based in New York and me being based in Miami, he trusted my expertise every step of the way and the result turned out as great as we both hoped it would- location difference was no issue at all throughout the entire production process.

Client’s main objective: Drive awareness and grab attention for his new product launch with a commercial that deviating from your standard product-centric video. His goal was to drive the story and ethos behind the brand and for the commercial to lead the way in that effort.

Constraints: 1 month turnaround. 2 weeks of Pre-Production. 1 Full Day Shoot. Two Weeks of Post Production. Location difference played no role at all and actually showcased the potential for more collaborations with clients out of state seeking production support.

Why they chose me: Proven track record in cinematic storytelling and working with multiple big brands to direct, produce and edit big budget projects + ability to handle production end-to-end, from pre-production through post-production. Additionally, the client had had poor experiences working with traditional ad agencies that lacked in customer care- so he wanted to bypass that route and go directly to a production company that would actually do the work.

Concept + tone: Fast-paced, attention grabbing, counter culture vibes, focused on driving the idea that Autoform is designed to remove time consuming work to give people back their time to do what they love. The tone was very 'Fight Club meets Tech Startup', with a few more film references in there for the well-trained eye. The concept involved the idea of the main character playing two versions of themself, the one forced to do redundant repetitive work, and the one whose utilizing Autoform and taking back his life, spending time doing what he loves outside of work.

Visual style: Handheld tracking shots + Static Shots + warm and cool color grading to reflect the campaign concept to 'Be Human Again.'

Talent & locations: Warehouse Interior, Gym Interior, Music Studio Interior, Spa Pool Lounge Exterior

Pre-production: Budget Planning, Creative Direction, Storyboarding, Script Development, Shotlisting, Casting, Location Scouting, Production Planning and Scheduling

Shoot: 8 person crew: Director, DP, AC1, Gaffer, Talent, HMU, Wardrobe, PA

Post: Two weeks in Post Production, using Premiere Pro as our primary NLE

Metrics: Commercial Launched on 8.6.25 so Metrics are still ongoing as it's early. Top 20 on Product Hunt, Outstanding feedback from client and client colleagues.

Client feedback: "Mario was amazing to work with. Made us an amazing commercial video for our launch. Would highly recommend!!!!"