When Prodn set out to create a new reel, the challenge wasn’t just showcasing the work, it was communicating the scale and range behind it. Instead of a traditional montage, the film was built as a navigable archive: a retro spreadsheet that indexes clients and categories before opening into campaigns, editorials, music, and live events. Still and motion work coexist within the system, suggesting a much larger body of work beyond what’s seen.

Concept, Direction, Edit & Motion Design — Joel Knutson