Joseph Bell

Following the success of Acme’s Playtime, I was invited back to conceive and direct another brand film featuring Jamie, the half-human, half-puppet character. I wanted to move Jamie beyond infancy into adolescence, building a new concept around his growth. Exploring Acme’s inventory for a cohesive selection of props, I landed on oversized school props. From there, the idea spiraled.

As a cinematic purist, shooting in 9:16 can feel like a compromise, but I’m increasingly drawn to its unique possibilities. I particularly wanted to play with perspective at the bottom of the frame, creating a strange, spinning little nightmare world.