Directed by Burning Reel's Christopher Sim's, the Fruit Shoot "It's My Thing" campaign sets out to encourage children to embrace what they are passionate about.
Christopher’s seamless blend of slow-motion shots with dynamic action sequences demonstrates the explosive power of a child in his/her element. With each kick, smile, and laugh, Christopher captures more than just a performance: these are actually real kids with real dreams!
As a hands-on filmmaker who has found success by embracing his “own thing” from a young age – dropping out of college to film music videos for rock bands, Christopher’s direction is from the heart. In every scene, he reminds the audience that true happiness comes from following your path, and encourages every child watching to do so.
With big music and even bigger moves, the campaign brings out the inner child in all of us.
Lemonade represents Christopher Sims for Burning Reel in the UK and Amsterdam.
You can check out the rest of Christopher's work HERE.