Heatwave Global · New York01 / 12

Fatboy
Founder Story

Client: Fatboy
Job No.: 26036
Director & Editor: Derrick Javon
DP & Producer: Jacob Hale
Location: Brooklyn, New York
Shoot: 1 day · 10 hours
Post: 3 edit days + grade
Estimate: $12,339.95

The Film02 / 12

Approach

A founder interview shot at Cutler Brooklyn, the salon Tyson Kennedy partners in, with the product covered in the same setups.

Two interview setups, then product and insert coverage: hands, bottle, surfaces, room. That insert bank supplies the cutdowns and the evergreen stringout.

Crew of four plus one on-camera principal. One shoot day, 10 hours, followed by three edit days and a day of grade. We are also asking for the founder’s apartment and the blocks around the salon.

Notes

Location

Cutler Brooklyn is the anchor. The Lower East Side kitchen is one bridge crossing away, so the day carries a single company move.

Framing

Composed with 1:1, 5:6 and 9:16 protected in camera. Delivered versions are as listed under deliverables.

Coverage

Insert and macro coverage shot long, to supply the three cutdowns and the evergreen stringout.

Locations03 / 12

Locations

Cutler Brooklyn (anchor)

220 Grand Street, Williamsburg, at the corner of Driggs. Tyson Kennedy is a partner here, and Cutler is where Perfect Putty first sold. Interview and salon coverage.

The kitchen, Lower East Side (requested)

Where Perfect Putty was developed. Stove, pots, notebooks, early packaging if any survives. This is the origin material for the hero film.

Williamsburg exteriors (requested)

Street coverage on the blocks around the salon: walk-in, storefront, morning light. Feeds the cutdowns and the evergreen stringout.

Why these

Kennedy fronted Steriogram, formed in Auckland in 1999, signed to Capitol, and into the UK top 20 with “Walkie Talkie Man”. The video was Michel Gondry’s, knitted and shot in stop motion, and drew four MTV nominations. He cut hair on tour, then settled in New York.

He developed Perfect Putty in his Lower East Side kitchen over roughly two years and about 2,000 batches. It first sold at Cutler, where he is now a partner in the Brooklyn salon. Those two rooms are the ends of the story.

The kitchen and the salon sit on opposite sides of the East River, one bridge crossing apart. Budget a company move, or shoot the kitchen second unit. Alternate: Cutler Soho, 465 West Broadway, a loft that was an art gallery and music venue in the 1970s and 80s.

Product Case Study04 / 12

Case study

Choulie Nourishing Body Oil

Four-scent body oil line. One house, interior and exterior. Portrait, product macro and hand inserts, all framed for 1:1, 5:6 and 9:16.

Directed and edited by Derrick Javon, shot by Jacob Hale.

Campaign · Product, beauty, lifestyle
One shoot day · four scent variants

Case Study · Choulie05 / 12

Choulie · motion5:6 · silent loops

Case Study · Choulie06 / 12

Choulie · motion5:6 · silent loops

Case Study · Choulie07 / 12

Rooted bottle on a fence rail with a vine

Hands smoothing oil across the back of a hand

Noble bottle on a table, the figure resting soft behind it

Hand on the Grove bottle, bench in a hallway

Hands with a dropper at a bathroom window

Choulie · insert and product coverage1:1 · grid

Shotlist08 / 12

Shotlist

Subject	Who and where	Unit
Interview	Tyson Kennedy at Cutler Brooklyn, 220 Grand Street. Two setups on the salon floor	Full
The work	Kennedy cutting and styling the on-camera principal, in the chair at Cutler	Full
Application	Kennedy's hands, Perfect Putty worked through the principal's hair	Camera
Product	Perfect Putty and the Fatboy range. Macro and clean singles at the Cutler back bar	Camera
Origin	Kennedy's Lower East Side kitchen. Stove, pots, early packaging	Full
Neighborhood	Grand Street and Driggs, Williamsburg. Storefront, walk-in, morning light	Camera

Deliverables

1 × 90-second hero spot
3 × 15-second cutdowns
1 × stringout of evergreen clips
3 editing days · 3 rounds of revisions
1 day of color grade
One on-camera model · perpetual organic social ^*

* Model fee and usage are a placeholder. Both firm up once casting is set.

Budget · v1.8 Bid09 / 12

$12,339.95

One shoot day and three edit days in New York City. Accounts as numbered on bid v1.8.

Acct	Description	Estimate
	Production
B	Shooting crew labor	3,010.00
D	Location and travel	275.00
I	Equipment rental	1,163.31
J	Media	217.75
	Sub-total A to K	4,666.06
L	Director's fees	1,505.00
M	Talent ^*	1,205.00
	Production fee 10%	737.61
	Production insurance 3%	221.28
	Production total	8,334.95
	Post production
W	Editorial labor & creative fees	4,005.00
	Grand total	$12,339.95

Included

One shoot day in NYC, 10-hour crew day
Three editing days, three rounds of revisions
One day of color grade
Hero spot, three cutdowns, evergreen stringout
Production fee and production insurance
One on-camera model, perpetual organic social ^*

Not included

Any model cost above the placeholder, once casting is set ^*
Music licensing
Motion graphics beyond simple lower thirds
Additional shoot days
Locations outside the five boroughs
Location fees, studio rental, permits
Additional cutdowns, captions or ratios

* Model fee and usage are a placeholder. Both firm up once casting is set.

Creative Team10 / 12

Creative Team

Director of Photography & Producer

Jacob Hale

Jacob Hale is a cinematographer based in Brooklyn, New York. Growing up on the coast of Georgia, he found his way into film after taking a summer job on a production shooting on the island he grew up on. Following that new passion, he moved to Atlanta and worked his way up from PA to camera operator on television series and features. A marriage and a dream to return to the coast led him to New York, where he has since focused on his career as a Director of Photography. His work spans narrative and commercial projects, and he's drawn to human stories and the worlds that shape them.

jacobbryanhale.com
@jacobbryanhale

Director & Editor

Derrick Javon

Derrick Javon is a director, editor and photographer based in Brooklyn, NY. Specializing in the surreal, Derrick has experience creating commercial, narrative, and music video work for a variety of clients including Paper Magazine, Hoka, Reach Records, and Chicle Mag. He enjoys constructing emotional imagery and sharing mind-bending visuals that help audiences shift their perspectives and see the world in new ways.

derrickjavon.com
@dareebearr

Crew · Shoot Day11 / 12

Crew

Position	Name	Days
Director / Editor	Derrick Javon	1 + 3 post
Director of Photography / Producer	Jacob Hale	1
1st Assistant Camera	To be confirmed	1
Sound Mixer	To be confirmed	1
On-camera principal	Casting to be confirmed	1