SOLS
A whole life story as experienced by feet
A branded short film written and creative-directed for Sols, a startup selling 3D-printed shoe insoles. Shot from the perspective of one woman's feet across her entire life: childhood in San Francisco, losing her father as a teenager, and ultimately rediscovering her passion for drumming.
Sols made good insoles, but their brand aesthetic was futuristic and cold — it failed to communicate the human lives shaped by their product. And technology without humans is just matter.
I wrote and creative directed a 100-second spot that shifted the focus from the product to the purpose.
Transportation Theory
I used the tight frame on feet to apply Transportation Theory (Green, M. C., & Brock, T. C., 2000) — a psychological process where the viewer experiences mental and emotional immersion in a narrative. They temporarily lose awareness of their immediate surroundings and become psychologically transported into the story world, increasing persuasion and behavior change, and reducing skepticism.
Cinematic Craft
This film pushed the boundaries of the cinematic frame by focusing myopically on feet while exploring a full narrative arc. We used an Arri Alexa cinema camera on a steadicam rig with a 21-person production crew, shot across twelve locations over three days.
Emotion Without Faces
To evoke emotion without seeing faces and with minimal dialogue, we used sound design, music, and pacing to communicate story beats — like when the protagonist hustles out of her waitressing job and runs through hospital hallways to see her dying father.
Stories allow us to project our own perspective into a hypothetical reality to model emotions and behavior (Murray, J. 1997). But this perspective-switching only works if the story feels real. The majority of my films use a documentary-based approach — the subject's natural authenticity allows viewers to immerse and fuse with their perspective more easily. My "docu-narrative" process is consistent across mediums, forming the backbone of my XR pieces too.
| Wyatt Roy | Creative Director, Editor |
| Kris Cheng | Creative Director, Editor |
| Garrett Gunther | Creative Director, Editor |
| Pete Lee | Director, Editor |
| Briene Lermitte | Producer |
| Jeremiah Moore | Sound Design |
| Ayumi Ashley | Colorist |