Written by AKQA, “It Counts” is a campaign focussed on how any attempt at self care, regardless of its intensity, counts towards a healthier lifestyle. I don’t know how we pulled it off, but from the moment I got the email asking “can you do this?” to the opening shot day 1 was just 8 days. Casting, scouting, crew, rentals, art direction - everything came together in the 11th hour (as it often does). Directed by Me and produced by Harbor, this project stands as one of the most quintessentially ‘Harbor’ productions to date.