This was one of my first projects to edit using Final Cut Pro. I didn’t know enough about macs to know that I could bring my PC fonts into the mac, so the font I used is an Apple provided one. I expected this project to be a real challenge, however, it actually wasn’t that hard. I had read Jerry Hoffman’s book On Final Cut Pro 4 and followed along on a rented powerbook. I had not doubt that I could “do” the job well, I just wasn’t sure how artistic it would be. In the end, there’s not a lot that I’m not happy with. I’d definitely be more creative with CG and use a different font. Now, mac is second nature and I have a rather nice collection of fonts.

In addition to editing and product photography, I consulted on set design (or simplicity in this case), props and wardrobe. I was impressed by the simplicity of the product packaging and that drove my direction in simplicity with wadrobe, set and product photography.

I was hired to work on this project by a great friend and producer/director/writer/direct response expert, Mark Olson – Totally Direct TV.