CALM: This Is Not a Drill

Jan 2025

CALM explores the nuanced dynamics of male friendship and digital-age tension in the campaign, 'This Is Not a Drill.' By grounding the narrative in the familiar setting of a suburban living room, the project leans into the casual rhythms of gaming culture, using candid interactions to frame the unspoken daily pressures faced by young men. Produced by Common People Films in partnership with T&Pm, the work utilizes a cinematic live-action technique to maintain an authentic, relatable aesthetic. The visual approach balances natural window light with standard interior lighting, capturing a clean, vertical perspective that aligns with contemporary short-form media requirements.

Vertical, Cinematic, Clean

Living Room

Advertising Campaign, Social Media / Short Form Video