With big box retailers closing their doors and mom and pops threatened by online commerce, conventional retail has been under attack. But rather than take the conventional approach of addressing reports with other reports, we opted for an enlightening message. Something emotional that shows the real good retail is doing. Tori, Helena and Loizou brainstormed honest human stories that could resonate with the public and rally together retailers. Stories like Rachel Shechtman's groundbreaking shop that's a cross between an art exhibit and magazine. Stories like a DC neighborhood's revitalization and transformation into a sparkling retail hub. Stories like Academy Sports opening its doors to house victims of Hurricane Harvey.
Reframing Retail
Bombarded by news reports of an industry on the defensive, long-time partner the National Retail Federation reached out to us to tell a new story. A positive story. A story that communicates that retail is not on the brink of extinction. It's transforming. We produced a new series that dives into retail's impact on community, innovation, careers, diversity and the economy. A series that seeks to reframe retail itself.
Fight Fire with... Really Positive Videos!
Retail Made for Retelling
Tori and Dylan traveled across the country to produce these carefully selected spotlights. Conducting preliminary interviews before each shoot, the days were planned with heartfelt interviews, guided tours and spontaneous b-roll that captures the little moments that make up the days of some super passionate professionals. Jun, Phil and De'von pulled out the cinematography stops, using slow-moving slides, sweeping glides and natural audio to present the spirit of retail in a very cinematic but also very real way. Jun and Justin cut together the series that varies in tone, creating episodes that inspire, entertain or move viewers. "Reframing Retail" debuted at NRF 2018 Retail's Big Show, serving as a setup to each panel that discussed complementary topics. The series continues to exist as a reason why retailers and the NRF should be optimistic and proud for an industry very much on the offensive.
Tori Furphy
As Vice President of Operations and Client Experience, Tori manages all aspects of LAI Video’s production and delivery. She’s led LAI Video’s project management for over a decade, building our award-winning portfolio and team into what it is today.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
Justin Kelly
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
De'Von Wellesley
De'von has a diverse background; from filming in night clubs to fashion models and music videos.
James Favata
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
James Loizou
James Loizou leads the team at LAI Video, building the Emmy® Award-Winning agency from scratch over the last 15 years. His innate balance of creativity and methodology guides our team forever forward towards innovation.
Helena Lehman
Helena is Leading Authorities’ Senior Vice President of Client Services, responsible for growing business among its clientele of national associations and corporations. During her 25 year tenure with LAI, she’s built relationships across diverse industry groups and identified common needs in content strategy and communications.
