Write. Brand storytelling

https://vimeo.com/109628735

The video “Write” is all about moments.

“Write” is a short (01:14), life-in-a-day style film that celebrates life and the idea of capturing it with a pen and a notebook. It was produced by North of New York for Field Notes Brand, a collection of vintage-styled pocket notebooks. The video received numerous awards: Hatch Awards 4 GOLD Medals, IAC Outstanding Online Video, Addys Silver Medal and was the finalist at New York Festivals Advertising Competition and Golden Award of Montreux.

According to the Adweek, the video initially was a purely creative project about remembrance and family. Its director Matthew James Thompson, shot it on a 5D using only natural light over Fourth of July, 2014, in Maine. “I wanted to keep it extremely natural, like a video diary, so I kept everything very small and non-invasive,” he said. 

Then, he pitched the project to Field Notes as a piece of branded content. They obviously loved the idea, especially along with the text that the copywriter Adam Cote wrote for this video:

 

“Let us never forget the sprawling genius of a midnight dream, and how silly it seems in the light of day. Let us never forget the mundane and the beautiful. Let us never forget why we write. To remember what happened… what could have happened… what didn’t happen. We write to find out how it ends. So let us keep writing. And let us never forget how it feels to hold life in your hand.”

The copy and deliverance create a strong narrative storyline for the piece to develop along. The copy is very short, yet strong and inspiring. For example, such words as “the sprawling genius of a midnight dream, and how silly it seems in the light of day” or “remember what happened… what could have happened… what didn’t happen” speak to all people. The writing style is cohesive and convincing – there is a call to action (instruction to the audience designed to provoke an immediate response – “let us keep writing”). The voice-over is done by an older man, the actor Jarlath Conroy. He reads the copy in a contemplative and captivating manner with a husky and gravelly voice.

The editing also deserves praise. It is smart and it evokes emotions. All the shots until 00:22 don’t have people in them, they are cut slowly to match the music. At 00:32 music goes faster and the editor uses quick cuts. The quick cuts of children and grownups—running, laughing, playing, just being themselves—are mixed with shots of stormy seas, late-night drives and fireworks to create an evocative editing. The music, the use of natural sounds, indoor and outdoor shots (rocking chair, glimmering lamp; dark cloudy sky, twilight sea, children, a toddler with mom, trees, spiders and night driving) help to create a thoughtful mood.

This short ad is a great example of using nonfiction storytelling with branding purpose. The use of strong narrative copy, sometimes shaky but intimate footage and eloquent editing techniques inspire viewers to take their pens and capture special little moments before they pass by. 

Mesmerizing editing in a music video

https://vimeo.com/199056624

The video “Are U There?” directed by Anderson Wright and Todd Martin, filmed by Todd Martin and Daniel Stewart, and edited by Alexander Evan Morales, shows how stunning editing can be.

“Are U There?” features three dancing couples shot in three different locations. The choreography is terrific, as well as cinematography. This music video is original and unique due to the way it was staged and filmed. Just take a look at these shots and angles:

Equally impressive to the unique to the unique cinematography was the incredible and complicated editing by Alexander Evan Morales and the techniques he used.

The video comprises parallel editing of three stories, straight (mostly in the first 30 seconds) and jump cuts (01:16, 01:18, 01:26-28). At 01:10 there is a moment of silence after which the song progresses and the cuts become faster, there is a cut almost on every beat.

I enjoyed how the editor played with speed: speeded up spinning effect at 00:15, fast motion at 00:23, 00:28, 00:36, 00:58, 01:19 and reverse motion at 00:29, 00:32, 02:01-02:04. The reverse speed effect reminded me of Coldplay’s music video for “The Scientist.”

Those are obviously heavy editing techniques that are not appropriate to use in every video. Nevertheless, they helped to create a beautiful dramatic effect in this video.

If you also liked this video, you might be interested in watching this one by the same director, Anderson Wright, edited by Matt Schaff:

Stunning Norway, drone shots

https://vimeo.com/206713775%20

One of my dream countries to visit is Norway. So when I saw this video on Vimeo staff pick I fell in love with this country once again. Mostly because I’m used to the bright summer image of the Lofoten islands and in this video, the author Nick Kontostavlakis (a traveling nature photographer and videographer based in Greece) went there and filmed in cold snowy February.

“The islands are full of legends, maybe because of their natural beauty and their mysterious landscapes, or maybe because there the Sun either never rises or never sets,” says the caption of the video.

The visually enjoyable drone footage shows the beauty of nature and its mystery:

Filming with a drone is something I have not tried yet, and that is another reason I chose this video to analyze.  It is very cinematic, the music is appropriate and deep rich colors play a big role in it setting up the mood. The video, seamlessly edited, combines static shots (0:30, 0:38, 01:07, 01:28, 01:32, 02:12, 02:14), a timelapse (0:35) and beautiful aerial footage.

I like the way the cinematographer uses gradual drone movements when zooming out (0:19, 01:20, 01:21. 01:44) and zooming in (0:23, 0:26, 01:24, 01:53, 01:57). Slow camera movements are somehow more cinematic and make shots appear more controlled and crafted.

Aerial pan shots in this video are also incredible (01:00, 01:02, 01:12, 01:40, 01:47). They are quite a bit more complicated than a simple pan from a tripod, thus the visual effect the cinematographer achieved is much better.

Overall, this short film looks very well pre-planned and considering the weather conditions, its author should have explored filming locations before shooting. This video also proves how effective can be drones in capturing landscapes.

Things I Carry Into the World: an Interview with DOP

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Things I Carry Into The World is a visual story based on a poem written by Cynthia Manick. Started as a Kickstarter project earlier this year, it was brought to life by New York based directors Pat Heywood and Jamil McGinnis together with the producer Claire Mc Girr and DOP Frances Chen. Creators describe the video as “a motion poem exploring the personalities, burdens and dreams of four teenagers in New York City through their own artistic expression.”

The opening scene (0:00-0:28) of nature features poems by four other poets (Esther Aloba, Nkosi Nkululeko, Makayla Posley, and Trace Depass). As their voices overlap, images crossfade as well.

From 0:39 to 0:42 we can see 5 different shots being cut together very fast. This together with audio effects creates tension and gives the viewer glimpse of a setting – New York city.

0:44 – positive motion within the frame: we are introduced to the first character. 0:46 – as we hear light switch sound, colored shot becomes black and white: flashbacks of the first two characters.

0:59 – fast jump cut sequence made with creative purpose. It works perfectly together with audio effects – old camera sounds. 1:18, 2:26 – other jump cut sequences.

1:00-1:06 – interesting shot: camera moves from portrait shot to the sky, tracking the sun. 

2:18-2:50 – beautiful sequence edited to music.

The filmmakers use close portraits and details to make the story more personal.screenshot_8screenshot_9screenshot_7screenshot_35

The video creators also use fast cuts of detail shots (1:25-1:27, 1:44-1:47) as a cinematic effect to show locations and contribute to the look and feel of the neighborhoods.

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I think, “Things I carry into the world” is an important piece of art we should pay attention to. First of all, it is a nice example of artistic collaboration. And secondly, it carries a great message: “Today, it is more important than ever to walk in the shoes of individuals that come from different backgrounds. Those are the avenues that help knock down racial barriers, social injustices, and aim for more unified world,” stated it’s authors.

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Overall, the idea of adapting poetry to film and using poems as scripts sounds alluring to me: skillful and thoughtful visual storytelling along with poetry can offer the audience layers of meaning.

I reached out to video’s DOP, Frances Chen, LA-based cinematographer and filmmaker, and asked her some questions via email:b5199dd8ff13b39f12c0cc6137f4534a_original

Initially, “Things I Carry Into The World” started as a Kickstarter project, and your team consisted of 4 people. I assume, your team began working on the video this year sometime in mid June?

TICITW really started when Motion Poem reached out to Pat and Jamil. They started the kickstarter to fund the project.

I joined the project a little bit later. I assume Pat, Jamil and Claire started sometime in May and then went through the process to look for a DP. But yes, I jumped onboard sometime in June.

How many people were involved in filmmaking?

Besides the four of us, we had steadicam ops, 1st AC, DIT, one person to help me out with G&E and couple PAs. Pat and Jamil wanted to keep the shoot intimate and on the smaller side.

How much time did you spend on this project including preparation, filming and postproduction?

The moment I jumped on board we started pre-producing, which consisted of sharing references, building a visual language and setting up goals that we wanted to achieve. We filmed the piece over two weekends. We had two principal photography days and two B-roll days where it was just the four of us running around the city.

I had to fly back to LA after the shoot. Jamil and Pat took care of post.

What camera and lenses did you use?

We shot on the Alexa Mini with Leica R primes that was rehoused.

How does it feel like to work in a team with two directors? Did you have any difficulties working with each other (different vision, approaches etc.)?

I have never worked with two directors before. I had my concerns. But after the first face-to-face meeting (I was in LA till two weeks before the shoot) I realized that Pat and Jamil’s minds are really connected. They’ve talked so much that they are almost always on the same page. Even when they were not, it was a very healthy process of communication and bouncing ideas off each other.

I still have fond memories of working on this project because there was a lot of respect for what each of us does. We really talked it out and found the best thing to do for the project.

How much networking is important in our field?

It is very important. I don’t think I’ve ever gotten a job because I submitted my reel or resume. It’s always through mutual friends or people introducing me to other people.

I personally hate networking or just the word itself. I have a friend who calls it “making a genuine connection.” I think if you really try to talk to someone and understand where they are coming from and where they are going (rather than just what they can do for you or hire you) you form a real bond that will lead to opportunities.

And returning to the video: there are four characters in different settings. How did you choose settings for each? How important are they?

Pat and Jamil found four young poets through Urban Words. They wanted to extend Cynthia’s poem to these young poets’ experiences and their work. Through their poems and conversations with them, Pat and Jamil came up with the settings.

The settings are very important since there is no dialogue. In a sense, they speak for the piece as much as the poem itself.

Besides examining how each of our four poets channels their burdens through creative work you also wanted this video to be “a love letter to New York City.” How did you plan to achieve this goal? Do you think that the city has become your “fifth character”?

I think it goes back to the settings speaking for the piece. The city is the fifth character that four poets interact with differently. Everyone who lives in New York has a love/hate relationship with the city. It’s charming at times but it can also be brutal. We wanted to show an accurate representation of the tough parts of living in the city but we also cut in b-roll that shows you the quotidian beautify that the city has to offer.  Those are the two-sides of city we are trying to present.

I love the way this video is edited. There are many cinematic techniques used in this video: extreme closeups, jump cuts and fast sequences that work great together with audio effects, transitions to black and white. Tell me about post production process and how those techniques helped to tell those stories?

That’s all Pat and Jamil. The film is composed of four little films. Within those smaller films, the structures are really clear. Pat and Jamil really worked some magic in the editing room. When I saw the first cut it really blew me away.

What DPs do you look up to, if any?

There are so many DPs I love and for completely different reasons! No one tells one story the same way!

Personally, I love Bradford Young, Kasper Tuxen and Natasha Braier and all for different reasons. I also look up to Reed Morano, ASC. She is very vocal about women in film and I appreciate how she once said that she does not want to be hired just because she is a female cinematographer. I think all female cinematographers feel the same way. We have pride in our art as much or more than our gender.

There is a short video “For Cindy” on your vimeo page: a beautiful story told with only 6 shots. It has character, problem, tension and a hint on resolution. How did you come up with that idea? Was it challenging to film that story?

Oh wow, that’s the first film I’ve ever directed. It was my intermediate project at NYU. The link you saw is actually just a teaser. I have never gotten around to finishing the piece but I really should.

It was inspired by Cindy Sherman’s “Untitled Film Stills” series. The photos are connected by the subject which is Sherman. I wrote a narrative that links the photos up. The narrative is about day to day judgments we face. I told my team that it’s not just about the male gaze but really it’s every person’s gaze.

Do you have any particular advice for beginning cinematographers?

I think perseverance is the keyword to becoming a cinematographer. It’s a tough career; it is demanding both mentally and physically.

Really cultivate what your artistry is about and know your strengths. Like I said, no one will tell the same story the same way as you.

The magic of the unanswered question

“Grandpa’s magic trick” is an award-winning commercial for Norwegian airlines Widerøe. The ad celebrates the sense of wonder about flying and will make your heart melt.

The very first shot – a portrait of a cute little boy with puzzled expression on his face – leaves the viewer guessing: so what is grandpa’s trick?
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In the interview for Adweek ad’s copywriter Stein Simonsen and art director Torstein Greni said: “every magic trick has an element of surprise, but maybe this story has two. There’s the trick itself, and then there’s the trick of making the magic relevant to an airline’s frequent flights to remote places.”

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screen-shot-2016-11-16-at-4-46-43-pmThe structure of the commercial is simple: 14 close-up action/reaction shots and a wide closing shot.

0:28 – tense moment: music mutes, both grandson and the viewer hold their breath – the magic is about to happen, the question will be answered now (watch it!).

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Heartwarming script, fascinating setting, charismatic actors, smart editing, light warm colors and beautiful music – all these elements combined make the video unforgettable.

Editing a video to music: HONNE – Loves The Jobs You Hate

https://vimeo.com/142999122%20

The atmospheric HONNE music video shows one day of life of an unusual man who makes cotton candy. It is shot mostly with handheld camera and edited in chronological order, except for establishing shots filmed in a nighttime.

The first sequence (00:00 – 00:20) consists of 9 extreme close-ups showing the process of making cotton candy. First two shots make a fast jump cut to change pace in relation to music, next are match action cuts. The whole sequence sets up the context for a video by showing particular action, the main character and time of day.

screenshot_2 screenshot_7The next scene (00:20 – 00:58; 01:17 – 01:23) shows the character carrying his cotton candy machine throughout the city while it is getting darker on the street. To tell this scene, the filmmaker uses wide, medium and tight shots, tracking shots, positive motion and match action cuts. 3 7
At the chorus (00:58) rhythm of the song suddenly changes to quicker and the scene is interrupted with a dance sequence (00:58 – 01:17). The sequence is edited to music in fast-cutting technique, and has a great graphic and conceptual matched cut from 1:07 to 1:09:screenshot_28screenshot_22screenshot_23

At 1:55, exactly in the middle of the music video the filmmaker starts revealing what’s unusual about the main character, cotton candy maker: he creates unique shaped candies and dances while making them.  screenshot_43screenshot_45screenshot_42screenshot_38

The last scene (from 02:42) comprises few action-reaction shots and creative shots from different angles.screenshot_39screenshot_34

From 02:56 to 03:03 there is a great moment of editing to music. The picture matches the sound from silence to gradually louder and faster.

The video is shot outdoors with natural lighting. Made in postproduction faded look with prevailing warm colors creates distinctive mood. Close-up and extreme tight shots also play huge role in this video: they create intimacy and make the viewers feel as if they are there, near the palm trees in warm summer night, having sweet taste in their mouth watching the artist creating a masterpiece.

Three minutes with Shirley

 

https://www.youtube.com/watch?v=c8TjO2FGnao

In this mini-documentary by Humans of New York a one hundred year old granny shares a story about her love who passed away.

The video was shot at character’s home with a natural light. Colors in it are warm, soft and a little bit bleached; and there is no distinct black color. To my mind, color grading like this creates a dreamy look.  As I found out here, some colorists call it “wishy-washy look.” I would like to see raw footage before grading to compare, but unfortunately there are no behind the scenes videos or photos.

“Shirley and Moe” is mostly shot with a hand-held camera, but there are also few wide shots from a tripod. Hand-held shots (a technique widely used in horror movies, reality shows and documentaries) make this video livelier, and give a viewer effect of presence. At 0:05 there is an L-cut: the character starts talking before we can see her while we read the title of the video. It works here, however, only with the previous shot that introduces the character.

1I like the composition of a shot at 2:47 (it is a sad moment and an editor emphasizes it by giving us few seconds without any sound, using medium shot of the character placed turned back to us) and the way it cuts with the next one.
At 0:51 camera follows the granny into one of the rooms, as if inviting us, the viewers, to also come in and take a glance. Except for this shot and pans showing details such as old photographs, the camera almost never moves (if not to take into account its almost unnoticeable shaking).

I also like director’s decision to include moments when the character is being distracted (at 0:44 and 1:17), that makes her even more sympathetic. Additionally, there are many face closeups that show character’s emotions in this video.

2Detail plays an important role in this video. The cinematographer shows us lots of knick knacks all over the apartment that give us the sense of an atmosphere of the place (00:49, 00:55, 01:22, 01:55, 02:15). The other meaningful details are character’s old photos, her husband’s drawings and a wedding ring that is still on her left hand. 4

The other thing that is worth mentioning is background music. It begins at 0:04 and fades at 2:07 when the old lady talks about her husband’s death; then music slightly emerges again. It fades the second time at 2:07 when granny quotes her husband. It is the most emotional moment in this video, and the way its authors used music here helped to emphasize it. I think it was a powerful move.

The main character in this video is very charismatic. The way she tells her story is fascinating: she talks to her dog, gets distracted, sings, reads poems, jokes and even dances a little. All of it together with visual storytelling techniques – the use of light, wide and tight shots, music, colors and details make this video story very appealing.shirley shirley13