Milkbox NY

Milkbox NY Milkbox NY handcrafts thoughtful video content that entices and entertains. We specialize in video production, branding, and motion graphics design.

Big and little, epic and intimate—we create stories our clients love and their audiences share.

Some frames from recent shooting at the Peninsula Hong Kong and the Tai Ping showroom for our Thread Through Time produc...
10/26/2025

Some frames from recent shooting at the Peninsula Hong Kong and the Tai Ping showroom for our Thread Through Time production. So excited to see this all come together!

Milkbox wrapped up production in Hong Kong... on to Xiamen, China!
10/21/2025

Milkbox wrapped up production in Hong Kong... on to Xiamen, China!

Shooting in the amazing Palace Museum in Hong Kong this morning
10/17/2025

Shooting in the amazing Palace Museum in Hong Kong this morning

Shooting a pro bono project for Odell House, me and the masterful Zac Mills
10/13/2025

Shooting a pro bono project for Odell House, me and the masterful Zac Mills

Thanks To Andy Breslau and the Downtown Alliance, another great experience meeting another great chef… This time we had ...
10/08/2025

Thanks To Andy Breslau and the Downtown Alliance, another great experience meeting another great chef… This time we had a chance to spend a day Marcus Samuelson, touring five favorite eateries, and ending at his new restaurant Metropolis. The spot will be completed in November and likely released in time for the holidays. (With Zachary Mills, Milkbox DP)

10/02/2025

The 80/20 Rule of Professional Photography

Picture a radiant family sweeping into the lobby of an elegant resort for their daughter's wedding. The light of the desert landscape illuminates the sail-like pylons receding across the porte-cochere in the background, adding depth to the image without distracting from the visitors' grand entrance, the focus of the shot. Can't picture it? Milkbox can, and here's how they did it.

Here's the truth: 20 minutes of shooting, 80 minutes of setup. Watch this 360° pan and see what's really happening while you're admiring that "spontaneous" resort photo.

The problem: blazing desert sunlight hell-bent on turning your foreground subjects into backlit silhouettes. The viewer's eye wants to drift toward that bright exterior when it should be locked on the people.

Plus you've got glass everywhere—one wrong move and your lighting rig is starring in its own reflection.

The solution: a small army positioning their gear with surgical precision just outside the frame.

Light Bridge panels bouncing 1200 watts of fill light back at the subjects. An 8x silk playing defense against the sun. Professional monitors on rolling carts. Crew members work in tight choreography to ensure every photon goes exactly where it needs to go.

As photographer Andrew Bordwin puts it: "You really need to send a lot of light in their direction" when you're going toe-to-toe with the desert sun.

After all this choreography? Twenty minutes of actual shooting.

Here's what you don't see in the final shot:

- The panels
- The 1200-watt key light
- Medium power fill light
- A massive silk
- Bounce sources
- The crew making it happen
- The equipment cart loaded with more expensive glass than the Palomar Observatory's mirror room

This is what professional photography really looks like. It’s everything you don’t see that makes the shot a success.

Follow Milkbox to peek behind the curtain into the world of commercial photography and cinematography.

The Oculus: how architecture can both serve and inspire.Santiago Calatrava's architectural vision reveals itself fully w...
09/11/2025

The Oculus: how architecture can both serve and inspire.

Santiago Calatrava's architectural vision reveals itself fully when you look up.

The Oculus offers its most intimate revelations in those stolen moments of reflection and upward contemplation that transform routine passage into pilgrimage.

Those towering white ribs create a sense of aspiration, converging toward that central skylight like hands in prayer, drawing the crowds upward from underground tunnels to Lower Manhattan's soaring skyline, while remaining grounded in the practical necessity of moving people through space.

Through the geometric framework, blue sky and World Trade Center towers create their own composition. The curved white ribs of the Oculus curate the skyline, framing moments with light and space.

And in those quiet moments when visitors pause beneath the ribbed canopy, the true purpose reveals itself. Each person passing through becomes part of a larger choreography, their individual journey contributing to the collective story of recovery, renewal, and daily life continuing below the refraction of history and transformation.

This is how the Oculus captures the personal relationship between individual and architecture, and how monumental spaces can still feel human.

For more on the Oculus, check out the video we created for the Downtown Alliance: https://milkboxny.com/ourwork/v/boulud

The Oculus: when architecture becomes poetryStanding beneath Santiago Calatrava's masterpiece, the first thing that stri...
08/28/2025

The Oculus: when architecture becomes poetry

Standing beneath Santiago Calatrava's masterpiece, the first thing that strikes visitors isn't the grandeur. It's the light.

This is what happens when architecture becomes poetry.

The intention becomes clear when you look to the sky. The sunlight doesn't just illuminate the space; it transforms it, creating a rhythm of light and shadows that dance across the white floor at the base of the Oculus’ arching ribs.

The Oculus’ main mezzanine is more than just a space that connects 25,000 daily passengers to their trains. It's a cathedral of light.

From an elevated perspective, the Oculus reveals its true relationship with Lower Manhattan's resurrection. Those wing-like ribs spread protectively over the 9/11 Memorial plaza and the surrounding buildings.

From this vantage point, Calatrava's vision becomes clear: the Oculus connects the sacred ground of the memorial with the bustling commerce of the new World Trade Center towers.

And then there are the people. This is who all this architectural theater is really for: commuters bustling beneath that soaring sunlit white vault.

This is how utilitarian infrastructure becomes something transcendent, how Calatrava created space for daily commutes to become moments of wonder.

For more on the Oculus, check out the video we created for the Downtown Alliance: https://milkboxny.com/ourwork/v/boulud

BTS in Utah for Black Desert Resort shooting with the amazing Departure Point and Zac Mills
08/26/2025

BTS in Utah for Black Desert Resort shooting with the amazing Departure Point and Zac Mills

The Delicate Dance of Branded StorytellingYou're standing in a downtown Manhattan épicerie, located in the visually stun...
07/28/2025

The Delicate Dance of Branded Storytelling

You're standing in a downtown Manhattan épicerie, located in the visually stunning newly opened Oculus, with one of the world's most celebrated chefs, Daniel Boulud.

https://milkboxny.com/ourwork/v/boulud

Your client, the Downtown Alliance, wants a video focused on messaging about lower Manhattan's renaissance. Chef Daniel Boulud has maybe two hours to spare. & somehow, you need to create something that doesn't feel like a corporate infomercial.

Most production houses either script everything into promotional purgatory or just let cameras roll, hoping lightning strikes. Both approaches usually produce videos that feel as authentic as a Times Square Elmo.

But here's where Milkbox flips the non-existent script entirely.

Before the day of the shoot, Milkbox's Andrew Bordwin crafts a series of questions designed to elicit genuine responses, while naturally gravitating toward client objectives. He knows the Downtown Alliance wants to hear about the community, about the unique opportunity of setting up shop in lower Manhattan. Bordwin's thoughtful questions create the space for these themes to emerge organically.

"Andrew understands inherently the objectives we want to communicate," explains Milkbox's Ed Nammour, creative director of the Downtown Alliance shoot at the Oculus that day. "He designs the questions to tease out responses that are authentic & emotional."

"The questions are sort of gentle guides," Nammour continues, "but the rest is up to the interviewee. In Daniel's case, it made life so easy."

Boulud's excitement about his restaurant naturally aligned with the client's messaging.

His contagious enthusiasm for his new restaurant in the Oculus, his obvious delight in the foods he's created, & how his oasis of an épicerie fits into the flow of commuters through the Oculus itself – it all conveyed the story the Downtown Alliance wanted to tell, without feeling manufactured.

Milkbox understands that, when you cultivate the right conditions for authenticity, people naturally talk about what matters most to them. & if you've chosen the right subjects & crafted the right questions, what matters to them will align beautifully with what matters to your client.

The result: video that delivers their client's message while respecting the audience's intelligence.

The proof? Client feedback was minimal.

Sometimes the best strategy is simply creating space for people to be themselves. The resulting video feels like eavesdropping on a conversation you’re glad to overhear.

https://milkboxny.com/ourwork/v/boulud

Working in Utah at with the amazing , and our amazing team from
07/28/2025

Working in Utah at with the amazing , and our amazing team from

In this second video in our Downtown Alliance “Pairings” project, we follow Chef Daniel Boulud on a tour of two of his f...
07/17/2025

In this second video in our Downtown Alliance “Pairings” project, we follow Chef Daniel Boulud on a tour of two of his favorite spots downtown.

🥐 His new Épicerie Boulud, tucked away in Lower Manhattan's visually stunning Oculus, a bakery and patisserie that showcases Boulud's delectable and diverse menu.

🥩 His friend Wolfgang Puck's Cut steak restaurant, only a few blocks away, a great choice for exquisite dining, whether for coffee, lunch, or dinner.

See how we captured the visual rhythms and energy of these vibrant convergences of Manhattan architecture, culinary excellence, and city life.

https://milkboxny.com/ourwork/v/boulud

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