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Shaper Studios Video Shoot

When we started Pure Cinema Productions, we knew that we wanted to make it a priority to seek out interesting projects. More so, we wanted to work with clients and brands who were unique, passionate and had a story to tell. We got off to a great start with our very first client ever: Shaper Studios (

The Shaper story is a personal favorite of ours. Not just because it was our very first client, but because we approached them. It was Day 1 of our new venture and so we were looking for a project that would show future clients what we can do. 

After brainstorming ideas, we thought: “Hey, it might be rad to do a video for a surf company.” One quick Google search later we landed on And so with no real expectations, we shot them an email proposing our idea to film a short promo video for their website. About 20 minutes later we got a response from the CEO, Chris Clark: “Hi Luke, Let’s do it! Let me know what you need from us.” From there, Pure Cinema was born. Our first client; our first project. 

We scheduled a filming day with them and dove in with everything we had. Before Pure Cinema, we had worked primarily only on wedding films – so filming business branded video was still very foreign at the time. In hindsight, it probably helped us approach the filming with a clean slate – not really knowing what we needed to film – just knowing we wanted to dive deep into the heart of what they do and how they do it. 

We spent the day filming in their awesome North Park location. After filming interviews with co-founders Chris Clark and Derrik Kapalla, we moved into the shaping bay to get awesome broll of a board being designed. 

After filming in the shop – we thought we probably had enough footage for the video. However, one of the really cool things about Shaper Studios is that they often host parties in their shop after hours – and when they invited us to one that was happening that night, we knew we couldn’t pass it up to come and grab some extra footage (and delicious beer).

Once we got into editing the project – it took a left turn. We had originally envisioned the piece as being upbeat and fun – a surf shop video that really just showed who they are and what they do. But the interviews and soundbites we got from the guys took the idea much deeper. We realized they were talking about how surf shops have gotten away from the lost art of shaping, and that Shaper Studios wants to put life back into that industry. This called for slower, more heartfelt music and pacing.

Once the video was finished – it felt like it was missing something. The final ingredient we knew we needed to add was, of course, surf footage. So that day we ran out to the coast just after sunset and grabbed a few really quick shots of a friend riding a couple of waves. We used that brief footage as the intro/outro to the video. Looking back now, I can’t image not having that surf footage in the video. Just those extra couple of shots add another element that takes the viewer out of the shop and into the ocean. 

We’ll always have a special place in our Pure Cinema hearts for Shaper Studios. For opening the door to their shop and letting us dive into their work. But mostly for being our project guinea pig and molding how we’ve approached every project since. 


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