“Business As Usual” celebrates the artistry and community-based spirit of Black-owned businesses in the U.S. The film is a visually striking spot but is also a call to awareness for the brand. The film served as a chance to showcase an individual and a business that are integral to their surrounding Black community. The work was part of a larger campaign during Black History Month and encourages individuals to share their favorite Black-owned businesses and take ownership of their own stories.

This short film celebrates the artistry and community-based spirit of Black-owned businesses in the U.S. “Business As Usual” is about creating your own sense of movement, taking ownership of what you can influence, and being the author of your own story. A sense of peace and happiness when things seem to be burning around you. And the fact that we have to continuously choose ourselves.

For skateboarders, nothing is more freeing than going out and skating around your city. The director wanted to create a simple visually poetic film with a layer of thoughtful subtext and symbolism to touch on the broader feelings brewing within Black communities. Featuring skater Akwasi´ Baffour Owusu along with LA’s Neighbors Skate Shop, the idea was to celebrate skateboarding culture, the community of Leimert Park, and a small business that helps to keep both strong.

The strategy of the project was to use the guise of work culture and societal change to spark a conversation around internal freedom. The cinematic skate video exists as a visual timeline, exploring this internal freedom of the mind, body and soul.

The director was heavily inspired to shoot in black & white, based on Malik Sidbe's amazing portraits in Mali and across Africa. By featuring Neighbors Skate Shop, the team wanted to highlight the importance of Black-owned small businesses protecting and preserving the culture within their communities.

Using quick textural elements blended with high speed shots, mixed with aggressive sound design and black and white, the story of the journey is able to shine and embraces the concept of movement throughout the film.

The two minute film is told through graphic black-and-white visuals and follows the protagonist through his morning ritual--splashing water on his face, making breakfast, reading the newspaper--before he emerges from his house, skateboard in hand. His destination: Neighbors Skate Shop. Located in Leimert Park, the heart and soul of African-American art and music in L.A., the skate shop is helping to keep this vibrant and historic cultural center alive.

The final result is a film that immerses the viewer in the skater’s world and showcases a business that serves the community. The gorgeous, monochromatic film urges viewers to create their own sense of movement, take ownership of what they can influence, and be the author of their own story. Most importantly, the work echoes the brand and director’s message for individuals to continuously choose themselves and find their rhythm in the face of adversity.