aweber

Ryan Luciani of GoodFriend joined Demo Duck as Director of Photography on this commercial for AWeber, a piece designed to show how the platform supports small business owners with a little extra personality built in. Written, directed, and produced by the Demo Duck team, the concept brought AWeber’s helping hand to life through animated “meeples,” small lovable characters that move gear, interact with the environment, and visually represent the software at work behind the scenes. From a cinematography standpoint, the challenge was building frames that felt natural and polished while carefully leaving space for those animated elements to live and interact in post. It was a fun balance of precision and play, with every setup needing to support both the live-action performance and the invisible characters that would arrive later. Demo Duck handled the larger creative lift, and Ryan’s role was to help give the piece a strong, clear visual foundation.