Smiling Woman runs just under three minutes, which is too short. It needs at least another minute; frustratingly, the material’s already there, the film rushes through it. The establishing shots and the point of view shots from lead Ariel Fullinwider are too quick. Even though they're quick and don't invite scrutiny, they seem sped up. Smiling is in a hurry and it doesn't need to be.
Writer-director-producer-editor-cinematographer Magaña is good at almost everything the short tries. Magaña’s composition is good, the lighting is excellent, he directs Fullinwider well. The problem is entirely with the hurried pace and the abbreviated feel to the runtime.
Fullinwider is alone at a train station, waiting. All of a sudden she sees a creepy, smiling woman (Merlynda Sol) on the opposite platform. Then Sol vanishes when Fullinwider looks away. Then Fullinwider starts getting texts from an unknown source—it's so strange how, as technology advances, so do malevolent supernatural beings’ ability to manipulate it… if only boomers were as good with tech as ghosts. Eventually Fullinwider runs away, with Magaña fast forwarding a bit from the initially real-time pace.
Fullinwider’s good. She can handle the pace. Sol’s creepy but not annoyingly so. You never get too much Smiling Woman in Smiling Woman. The short needs to take its time, even if it's just for a good jump scare.
Magaña’s use of music—licensed stock stuff—is excellent but the music itself lacks personality. It's competent, generic scary music. Combined with the too short run time, the music turns Smiling into a great proof of concept for a commercial or something. Magaña’s enforced brevity tries to solve problems the short doesn't have.