Erik Brunetti: Behind The Doctrine | Hypebeast

So the whole development is quite planned and well-thought out? Did anything not go accordingly to plan based on your own internal conceptualizations?

Everything went smoothly and as the way I had planned it out. I work with a small crew, and I will admit, they get nervous about trusting an internal vision without storyboards to reference. But it always works out without any major snags. If these were 30 minute clips or more, I would change my production approach, storyboards would apply.

What was the particular message you were looking to convey or is the video project more an extension of what the brand already represented? I assume with so many customizable factors available with video, it must have offered an increased number of options to get your points across versus static, soundless mediums.

This project is more of an extension of what the brand already represented. It is taking online advertising to the next level.

What’s your current perception of advertisement now both online and offline? With your contribution, how do you hope to change things up or at least offer a different approach?

My feelings about online advertising are that the possibilities are limitless. It is much easier to accomplish something online rather than with offline advertising, simply due to the digital tools available to the advertiser. It is much more cost effective, as well as the over all, the effect is more potent. I am not concerned with changing things up within the industry, I am only interested in presenting my brand’s presence at a higher level than the rest. Other brands will naturally try to do the same thing, due to the competitive nature of the industry.