Block, Light, Rehearse, Shoot.
It’s happened before, technology democratizes an industry and craft suffers before it rises again. There is a rash of technique over substance. We need a conscious return to the craft of story in the creation and execution of brand ideas.
The art of the story must be paramount to the art of the production. Thanks to the internet, there exists an insatiable desire for content. And thanks to the democratization of the technologies of content creation, everyone with a camera and a zoom recorder is suddenly a producer.
Content is delegitimizing advertising.
The skill and creativity of the story teller, not necessarily the gear involved, is one of the prime ingredients in the craft. In the right hands, the appropriate gear has the potential to make a great story that much stronger in execution. In and of itself, all the gear in the world will not make a better story. Flying cameras, movement for the sake of movement, outrageous POV shots are often senseless and usually add expense. If not integral to the telling, these production hijinks are significant distractions from your brand idea. In a very real sense these distractions cost you twice. The essential skills of blocking in support of the scene, lighting supports the performance and rehearsing action that will deliver the intended emotion seem to be a lost art in the world of brand content.
All the technical expertise in the world will not make a bad story better.
Most production companies are not built like agencies; most are built for episodic engagements, not brand stewardship. Building and safeguarding your brand story takes a long-term view, it takes insight and planning and strategy and great creative ideas, smartly executed. This is the work of brand agencies.
Today there is a profusion of production companies that have technical skill because the technology has made it much easier to look and sound good. Technical skill does not make them effective at decoding your story. A direct engagement with a production company may make your marketing budget look cheaper on paper but the long-term cost may be significant.
Insight driven strategy liberates creativity.
Really good agencies know this, and really good clients know this too. Really good production companies know this and expect to partner with brand agencies. A great commercial director wants to understand your brand and its audience and she wants to partner with your agency. This is where your brand agency insight and executional expertise will guide the production team and help them tell your brand idea in the most compelling way.
This is the work of producing content; to tell your brand idea, and it is why brand agencies employ creative directors, writers, art directors, strategists and producers, to define your brand idea. And then in partnership with the director working to a clear idea, shot by shot, adding and building scenes, intention upon intention, the entire production is aligned with the purpose of your brand.
This is the craft of vocal pictures.
When I first started working in the industry, I had a great experience, or I should say, set of experiences, that really enhanced my technical and artistic understanding of film and photography. Where to place the camera is one of the most important decisions we make in the effective telling of a story. When we get it right we create vocal pictures.
I was fresh out of Parsons School of Design and met my friend Kevin O’Callaghan. Kevin is now a prominent instructor at the School of Visual Arts and an industry legend, not only for his excellence as an instructor, but also for his amazing work in 3D illustration, sculpture and art installations. Kevin is what he has always been, a creative genius.
With Kevin I began working creating props and special effects for film and TV. Together we worked on a number of projects, some in conjunction with Dale Malley, at the time one of the country’s leading independent prop makers.
We worked on television spots for Atari, making 3D live-action TV sets that played video games with each other. We crafted giant ice cubes, a giant glass and a giant can for 7Up and built colorful, moving props for BonJour Jeans. We made props for the Rodney Dangerfield film Easy Money and recreated aspects of the Oval office for a film about JF Kennedy with Martin Sheen; we made props for a Mid-Summer Night’s Sex Comedy with Woody Allen, the Flamingo Scooter for the Flamingo Kid with Matt Dillon…the list goes on.
Everything we built, no matter how fantastic, needed to fool the eye, to be real…enough. We had to be convincing in our execution of these props and effects. Some were incredibly authentic to original objects we had been asked to reproduce, others were pure fantasy writ large. This was fun, exciting and interesting work during which I learned a great deal about what the camera will see, or more specifically, what we see and what looks convincing on film. The understanding of how light interacts with various colors, surfaces and structures remain invaluable. The most important aspect of course is that all these aspects are delivering on the intention of the scene and the film as a whole.
The demand for video content and the need to tell brand stories in interesting ways requires first and foremost a great insightful story and then the ability to tell it effectively.
Photography and film is a science of both light and time, the manipulation of these fundamental elements can make or break a piece of content. It’s about what you are filming and how you film it. Where you place the camera and how you light the subject are two of the most important decisions that need to be made.
From my perspective (pun intended), not enough thought and creativity is put into this aspect of video content creation. There is a great deal of stylistic sameness; the industry repeating itself. This works against the differentiation of your brand. The execution of the story should be anchored in the uniqueness of your brand story, not in the latest trend or enabling technology. If you’ve ever watched a video and the production techniques end up being more interesting than the story, you understand the problem.
If the idea is not crystal clear and interesting, then all the slick execution in the world will not make it better.
My first year as The F. William Harder Chair Professor of Business Administration at Skidmore College has been a bit of a roller coaster.
The good kind, thrilling without the sense of impending doom that you get in those “poop your pants” rides that seem to push the limits of engineering. I went into this gig with some trepidation, not knowing how I’d fare. Not knowing is a good thing in my book. I like not knowing because it means I’m learning and I’ve learned a lot.
The first thing I’ve learned is that being a Professor is real work. From this day forward, if I ever hear anyone say, “those who know do… and those who don’t teach,” I’ll have them give it a try. They have obviously never stepped foot in a classroom full-time. The occasional rock star visit does not come close to staring down a room full of 20 something’s at 8:30 am on Wednesday & Friday mornings in February when it’s 20 below.
It takes real effort to keep students engaged. Effort, planning, follow-up and creativity. Sounds just like any other business.
The second thing I can tell you is the work outside the classroom far exceeds the work inside the classroom. But I’m still new to all this and it has already gotten easier but like any other gig, you get out of it what you put in, so if you’re doing it right, it’s never really easy.
In both courses, I bring in real clients, with real challenges. My approach is to workshop the challenge in a real-world format. It took some adjusting on my part to make this work for students vs. professionals.
It’s one thing to do something your entire career surrounded by pros and another thing entirely to codify it into a syllabus for people who have never done it before.
Another observation I can share is that Skidmore students are smart, with a causal confidence that belies their intelligence and strong work ethic. It’s a unique experience working with these students. Eager to learn and challenge themselves, to push their creativity and put it to work.
Working with creativity as a skill, with a business purpose, changes their ideas about creativity and helps them see it as vitally important, no matter their career choice.
In my courses, students have taken on assignments from organizations such as GE Innovations to Garnet River, an IT Professional Services Firm and Samadhi, Recovery Community Outreach Center.
In my Commercial Production course, we spend the majority of the semester discovering all that is involved in the making of a TV spot; perhaps more contemporarily defined as content. Most of these students had never before produced narrative content, so we invest ourselves in the art of the story, the heroes journey. We examine spots, listen to the words of Directors and Directors of Photography, Casting Agents, Location Scouts, Production Designers and Musicians. We practice concept development and story boarding our concepts. Then we focus our efforts on building production books to catalogue and manage the production. And finally, with approximately 4 weeks remaining in the semester, these Management and Business students get to work on their final assignment.
Their skill level varies but their creativity is strong. Click here if you would like to get a flavor of the experience.