Case Study — Skincare · Video Campaign
Malin+Goetz
A two-day Brooklyn production, cut in real time, delivered in every format the media plan needed.
Brooklyn, NY · Director of Photography · With Lior Pictures · 2022
2 days
Full campaign production, Brooklyn brownstone
2
Units shooting simultaneously across two floors
30+
Deliverables, vertical through landscape
01 — The Brief
Native to the city, elevated but effortless.
Malin+Goetz is a New York staple: minimalist skincare with a modern apothecary sensibility. The brand wanted campaign content that felt native to the city, elevated but effortless, covering best sellers and new releases.
The engagement came through the production chain: the brand's agency brought on a creative agency, who tapped Lior Pictures, who brought Remote CNTRL in as Director of Photography. The location: a Brooklyn brownstone, built out into two shooting zones across two floors.
02 — The Production
Two units, one edit bay, no lost hours.
Two days, two units running simultaneously, 8 a.m. calls. Kitchen setups downstairs, bedroom and bath upstairs, with a second shooter, stylist, and two models moving between them.
Day one brought the test every production quietly dreads: a camera body died mid-morning. The shoot didn't lose an hour, because the backup was already in the kit. The client saw the problem and the solution in the same conversation, and appreciated both.
The quiet advantage was the edit bay on set. An editor was ingesting between takes, roughing out cuts and layout options in real time, so the client watched deliverables take shape during the shoot and made creative calls on the spot instead of in a review cycle two weeks later.
On set — Brooklyn, December 2022
03 — The Campaign in Frame
04 — The Delivery
Built for every placement.
Over 30 finished deliverables from two days of production: multiple cut lengths and aspect ratios, vertical through landscape, each one composed natively for its placement rather than cropped after the fact.
The work ran across the brand's paid and organic social. Every placement in the plan had an asset built for it, not adapted to it.
Strategy decides where the work runs. Production decides whether it can.
This is the execution side of the Remote CNTRL model: brought in by production partners who need the day to go right, shooting for the media plan rather than just the grid, and treating a camera failure as a line item instead of a crisis.
