In my first week as CD of Fab.com, I was asked to quickly create a campaign for iPhone cases manufactured by Fab’s parent company, utilizing their new state-of-the-art printing method. While the new printing technology was certainly a desirable feature, it wasn’t an emotionally compelling story on its own. I needed to endow this new product with an emotional life and creative pulse. By the end of my first days at Fab, I had recruited 4 fresh faces to express themselves on this mobile canvas. The result was a new platform for Fab to showcase emerging artists and a limited edition iPhone case collection that included a variety of inspiring and empowering ideas. This is a sample of the video storytelling for Fab Launchpad’s inaugural collection, produced during my second week on the job.