Developed by AKQA, “It Counts” is a campaign centered on the idea that every act of self care, no matter how small or ambitious, contributes to a healthier lifestyle. 8 days passed from the moment the email came in asking, “Can you do this?” to capturing the opening shot. Casting, location scouting, crew, rentals, art direction, and every other moving piece came together at the eleventh hour, as they so often do. Directed by me and produced by Harbor, the project remains one of the most quintessentially Harbor productions we’ve created to date.