Film evolved naturally from my background in photography. With the development of the digital photography and the capability of the 5dmk2 to shoot crystal clear full HD video it was only a matter of time before I began to venture more and more into film. I began my career in photography as an assistant and runner and my passion drove me to work hard, late and long – as you do. For me this was great because I felt I had nowhere ;lee to be or nothing I would rather do. As I grew through the ranks of photography and production (Stills and TV) I also began to dabble with film. Teaching myself to shoot and edit as I went on. Shooting stills and video is not so much a passion but a lifestyle choice, I travel the world to take pictures of the sights and experiences, when i hear music I think what footage could fit with it and when I see something beautiful I take note of it. Essentially I am captivated and sometimes consumed by the sensory aesthetic that surrounds us.
Fashion Film as a Concept:
The Fashion Film as a concept is a growth market. Digital technology has made filming and editing much easier and open to anyone who has passion and a good eye, this coupled with the need and desire for brands for as much content as possible has meant that demand for additional digital media is high. Behind the scenes (photos and video), designer interview, product videos and fashion videos have all become part and package of any successful campaign. For me personally a fashion video is 2 things – a trailer for your product and brand – it should inspire the viewer to the brand’s core values and inform the viewer of the brand lifestyle and identity. Secondly it is an advert for the online shop – it should drive traffic, interest and in the end should convert to sales.
“WHEN BEAUTY AND FORM ARE PROMOTED BY EXCELLENCE”
A good director understands everything. From managing the creative brief and client expectations, to the studio lighting. To liaising with clients at the Mount Nelson or setting up cones with unit at 5am. What is most important is to understand everything that is going on around you – and then ignore it all and focus on getting the story told!
PROBABLY THE BEST VIDEOGRAPHERS AGENCY IN THE COUNTRY
RUN BY ANNELIE MARE AND PETER SEAN