Lucky Post's Logan Hefflefinger & Director Paul Minor Are In Their Element With Timberland


Last Updated: November 15, 2014 12:18 am GMT
(November 15, 2014) Lucky Post editor Logan Hefflefinger and Director Paul Minor reunited for a Timberland brand spot via agency YARD.

Sun-kissed optimism and a carpe diem spirit shine in “In My Element” which just launched nationwide.

Experience it here:

“When people hire Paul to direct a project they reach for his artistic side and his creative vision,” notes editor Logan Hefflefinger. “He always brings something authentic and genuine to what he shoots. With each project, I look forward to discovering what that is and shaping it in the edit.”

“The edit is where the story is truly created, where the key moments are captured and defined,” says director Paul Minor. “Logan thinks critically about the edit and is unafraid to try new things. I trust him implicitly and know that he and I arrive at the same place even when we can’t be in the same room.”

Minor and Hefflefinger have collaborated since 2007 on commercials and music videos including Jiffy Lube, Nike Ellie, Xbox, Jiffy Lube, Harley, Nice boys - Amy Studt and Old man – kaz. Over the years they’ve developed a shorthand, enhanced by their shared sensibility, love of music, and appreciation for short form storytelling.

Project Credits:

Agency: YARD
Co–Founder / Chief Creative Officer: Stephen Niedzwiecki
Co–Founder / Chief Strategic Officer: Ruth Bernstein
Head of Client Services: Jessica Chalifoux
Associate Creative Director: David Oscroft
Executive Producer: Jennifer Carter-Campbell
Associate Producer: Sara Harper
Account Supervisor: Jonica Reed

Production Company: Logan & Sons
Director: Paul Minor
Head of Production: Scott Siegal
Line Producer: Jonathan Lia
Director of Photography: David Lanzenberg

Editing & Post: Lucky Post
Editor: Logan Hefflefinger


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