Precious × NIU

Find the story within the brief.

Part of NIU’s Make Life Electric campaign, the film brings together electric mobility and the world of Precious, a ballerina and creative athlete. Roan joined the project as director and cinematographer with a loose brief and some footage already captured.

The central challenge was to understand what a day in Precious’s life felt like, then find a way to communicate that through the film. Her experience needed to give the images a clear connection.

Understand her day.

Roan’s approach began with understanding Precious’s day-to-day life. That became the basis for the direction: thinking about how her movement, personal expression and use of the scooter could belong within the same story.

The day-in-the-life approach gave the campaign a human perspective. It connected the product to the person using it and gave the film a way to move between dance and electric mobility.

Give the images context.

Some shots had already been filmed before Roan came on board, but there were significant gaps. His task was to recontextualise that material: understand what it could contribute and identify what was still needed to tell the story.

That required looking at the project as a whole. The existing footage and the remaining filming needed to contribute to the same account of Precious’s life, giving individual images a purpose within the campaign film.

Connect movement and mobility.

Working across direction and cinematography, Roan helped bring the artist and the product into a shared visual story. Dance and scooter travel connect through Precious’s movement and personal expression, reflecting the wider Make Life Electric campaign.

The project shows the value of developing a story from an open brief and joining a production already in progress: finding the missing connections and giving the filming a clear direction.