Together with Prime, I produced a video for their State of the Arm campaign for Electrolux/AEG. The concept was based on a clever engineering insight: to improve the dishwasher, you first have to perfect the arm. Arms are the world’s most universal tool — used by athletes, architects, engineers and ordinary people — and their movements inspired the design behind AEG’s dishwasher innovation. The video became a tribute to arm engineering and the creativity behind everyday mechanics. As the filmmaker on the project, I worked closely with Prime’s creative team and handled both camera and editing, shaping the campaign’s visual tone and storytelling style.