extraman

Directed by Liam Elias & Will Campbell

ExtraMile Brand® | Scholar

the story

This marks our third year of zipping and gliding through the ExtraMile store alongside the ever-charming ExtraMan. In the past, we've focused on establishing ExtraMan as a beloved character—a friendly superhero who arrives just when you need him. But this year, we're bringing a touch more sophistication to the mix.

ExtraMan isn't new to the game; by now, he knows exactly what you need before you do. This time, we're turning the spotlight onto the real stars: the customers. We wanted to give them a cinematic experience, with dramatic lighting and camera work that dances between reality and style, making every moment feel like a scene straight out of a movie.

light at the end
of the store

And then there was light. Store lighting can often be, let’s face it… uninspiring, but our client was on board from the start to shake things up. We introduced live-action lighting techniques to bring depth and excitement to every scene. By embracing the natural light of different times of day, we infused the store with warm, sunny lighting, making each frame feel vibrant and full of life.

Below are a few color key frames I developed to guide the lighting team.