Joy Sela The Four PIllars Path

The Making of The Four Pillars Brand by Joy Sela

After years of working and collaborating with art driven brands, our Creative Director, Joy Sela found her calling in the inaugural conception of her brand initiative, The Four Pillars.

Backed by us/CBP, Joy set out to convey a strong, foundational brand presence for her project. Shot at Milk Studios in NYC, Joy worked with Art Director Jon Santos of Common Space Studio, Photographer/Videographer Mitch McLennan, Makeup Artist Mark De Los Reyes, BTS Photographer Betty Harper Walsh, and Artist/Fabricator Anthony Hart to create four unique moving-image assets to convey The Four Pillars– Mirror, Uncover, Path, and Emanate.

An “I LOVE YOU” GIF featuring a moving portrait of Joy conveyed the power of emoting love to yourself and your fellow human; a time lapse video perfectly capturing a rose in infinite bloom explores the literal act of uncovering beauty in truth; a ring of fire made out of matches donates a domino effect to illuminate the idea of a collective path; and a wave motion reverberating like a melodic frequency off of Joy’s face denotes the idea of emanating a vibration out to the universe. With each asset, her brand mission comes to life in a very visual way that aims to not only spark curiosity in the eye of the beholder, but also convey her four step process. Explore the images below and head over to to see our brand-building work in action.

Creative Direction: Joy Sela

Art Direction: Common Space Studio & Create Blueprint
Photography & Cinematography: Mitch McLennan
Makeup: Mark De Los Reyes
BTS Photography: Betty Harper Walsh
Film Production: Create Blueprint
Prop Production: Anthony Hart




Joy Sela The Four PIllars emanate