I directed and produced the #WhyVinyl commercial for my video production course, developing a brand-focused project that highlights the culture and experience of vinyl through the perspective of Schoolkids Records. Featuring interviews with store owners, the piece expands the conversation beyond the brand itself to explore the broader emotional connection people have with vinyl, while positioning Schoolkids Records as a central destination for that experience.

I approached the visual direction with intentional use of warm color grading and tranquil music to reflect the atmosphere the store aims to create. The video also highlights moments such as record cleaning and browsing, emphasizing vinyl as an interactive, hobby driven activity rather than just a listening format. Through a combination of storytelling, tone, and visual detail, the commercial presents vinyl as both a cultural and personal experience.

The final piece was reviewed by the store’s manager, who described it as “perfectly capturing the vibe we try to put forward.”