My career is founded on editing. I can’t tell you how many edit systems I have learned and commanded through the years. As an editor, you see every shot and understand every need. It makes you a better director and cinematographer. I have produced, directed, shot, edited and delivered thousands of broadcast commercials. The commitment to communicate is untamable.
Equipment and crew coordination creates a quality production. Producing is listening and then, enabling. Every skilled artisan pulls together to create the product – Set The Goal – EXECUTE.
Every person has their “moment” inside them. Understanding how to “open the way” for them is a skill honed through intuition, patience, and focus.
Capturing the shot is half technical and half the ability to ‘see.’ Visualization and clear sightedness, unadorned by personal preferences, allows the essence of the communication to emerge. There is more psychology to the moving image than you would think. Walking through the viewer’s conscious and tapping the subconscious is the goal of every frame.
When the images are assembled they tell the story because they have been designed to do so from the start. Discovery is in the message. Revealing the massage comes from truth. Everyone wants truth. There are very basic steps to achieving satisfaction in the consumption of a video play. Human brain chemistry and societal learning temper each individual’s comprehension. When this is understood and applied – the viewer has no choice but to understand the message.
Color, font play, and styling all fold into an image with a ‘voice.’ Balance in composition that speaks to the mind’s eye has the implication of knowing.
The tools of the day include a touch of the esoteric. Imagination rolls through the images to convey the message. Speak. Be heard. Embrace. Evolve.