WHO: Client - Chang Beer

WHAT: “Chaie’s Cut” A short video, for the Chang “Lamiat” project, featuring cut-artist & hairstylist Chaie De Jesus. Directed by Matt Beard. Filmed by Matt Beard and Errisson Lawrence.

WHERE: The Benjamin Salon. Los Angeles, CA

WHY: Our friends at Chang beer approached us to shoot a series of short videos for an ongoing campaign, featuring several hand-picked artisans showing how they pursue their “Craft”, in the spirit of the distinctly Thai philosophy known as “Lamiat”

Lamiat is a centuries-old Thai philosophy encouraging people to see things differently by focusing on the small details, while looking beyond the ordinary. It is the continuous refinement of one’s “craft” in pursuit of perfection. This constant pursuit (mental, emotional and physical) defines both Thai culture, and Chang Beer.