The world of film & video communication has been divided into two disparate worlds: product advertising and corporate communication. The first has been shot on film, glossy, beautiful, often clever though mostly inauthentic. The second has been matter-of-fact, informative, very predictable with low production values and that tell-tale video-look.
But things are changing quick. Video & film have virtually merged into one – digital production with film-look qualities at very affordable price level. Even small DSLR stills cameras can produce in the right hands some outstanding images, especially if meant for Internet distribution. The gear has gotten lightweight and versatile. Crews have become smaller. All this has virtually led to the birth of a ‘new quality’ in visual communication.
Here’s what we here at FilmmakersPond believe is becoming the New Quality in communication through film:
Authenticity. Visual communication needs to be authentic to create emotional bond with the viewer. And authenticity cannot be ‘invented’ in advertising agencies. It doesn’t happen on big intimidating sets with huge crews. This is something only a talented and perceptive filmmaker can catch in a more intimate situation when people around him feel comfortable and at ease. The shift to more documentary-type content in brand and corporate communication is happening more and more. Viewers no longer want to see staged performances. They want to feel they see something authentic and true.
Uniqueness. People also like to see things ‘for the first time’. They no longer pay attention to repetitive and boring advertisements. They want something fresh and unique. Every mature filmmaker has developed his own set of skills and his own approach to storytelling. The style of your film will be defined by that specific filmmaker’s style. It will be unique. It will be something different.
Personal approach. Filmmakers (as we at FilmmakersPond define them) create their films from initial concept to final edit. This is very different from the traditional filmmaking process where each job in the production process is assigned to a different professional. Sure, there’s the director who should ‘see the big picture’ but he depends on so many people around him and very often his vision is compromised by other professionals in the production cycle. Filmmaker, on the other hand, develops a very personal approach to the project. He cares for the whole of it and for every part of it. And this shows in the final film he delivers.
Great production values on very moderate budgets. With specialized film equipment cheaper then ever and readily available your films should look great not costing you a fortune. Most of these techniques no longer require specilized crew that add up considerably to your budget. They can be achieved by a filmmaker on his own or with just an assistant to help.