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LIEF IS A FEMALE-LED CREATIVE CONTENT STUDIO, PROMOTING AND CELEBRATING INCLUSIVITY, CREATING NEW CULTURE-DEFINING WORK WITH EXCEPTIONAL AND UNIQUELY DIVERSE FILMMAKERS.

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The dating landscape can be tough. Luckily for Brooke, J.Lo came to the rescue. Watch for some solid swiping tips from J.Lo and learn about the importance of knowing how to chop wood.

It’s not every day you get to work with an icon. In fact, it’s likely a once-in-a-lifetime opportunity. When I was asked if I would direct an online spot for Tinder starring Jennifer Lopez I almost dropped my phone in the toilet. My mind began to race: what could we do, what would she say and how would she say it?! How could I possibly direct a J-Lo?

On the day before a J-Lo arrives, she is preceded by a pre-J-Lo. A pre-J-Lo is a small rotating team of J-Lo experts. They know everything I need to know about a J-Lo. Despite my DP Kevin Philips taking lighting very seriously, a pre-J-Lo includes an expert on how specific light reacts to a J-Lo. The expert is polite and precise, and although not a trained lighting engineer they are trained J-Lo engineer. The other pre-J-Los will come in and out the hour before a J-Lo arrives to make sure everything is running at an impeccable standard. Luckily for me, we were well prepared and only had to tighten a few loose screws. If there is a philosophical debate on whether or not humans have free will, one thing is certain, a J-Lo has free will!

When a J-Lo enters the room you are instantly warped back into reality. This is not just any J-Lo; this is Jenny from the Block. “Ok, what are we doing here? Let’s go.” When Jenny’s on the Block, it’s go-time, people. The Icon Gods granted us two hours, but she nailed it with poise and total openness in less than forty minutes. As a director, I stayed within her field of vision and guided her through our goals while throwing out ideas (whether they were accepted or instantly shot down) and only as much direction as needed. Which, as it appears, was just the right amount. The whole thing went off without a hitch, and I’ll take only as much credit as is customary. The 8 million hits and counting are all J-Lo. An icon living.

– Eva