MAXXIA - CREATIVA

Storytelling is what turns information into memory.

When Creativa briefed me on the next Maxxia/ RemServ educational video campaign I was excited to be a part of it. There was a lot of content to get through in the scheduled 3 days of filming with 3 distinct look and feels for these Piece to Cameras. 

The challenge? 

To be resourceful, we had to film them in the same space. 

Yes you read that correctly, 3 distinct look and feels, filmed in THE.SAME.LOCATION. 

Working alongside the very talented Art Director, Sarah Schwab and with some pre-planned lighting techniques we managed to ‘fake’ a home kitchen, a home office and a cool loft lounge room with the Glow Studio space. 

I’ll get into the nerdy detail in a sec, but first, I think it’s important to point out that these were complicated set ups that required a truck load of lights, scrims and negative fills that I own. Plus a 2 camera set up, a teleprompter, client and director monitor and for post production ease.

Time code was used to hook into the sound guys systems. So, no pesky additional hires for the production company. They hired me to make it look good. And I bring whatever it takes to get the job done. 

We wanted to create soft natural lighting that remained consistent throughout the day long shoots. This is why we opted for Studio Glow instead of ‘a natural environment’. We needed to be able to control, light and sound at all times. 

The Kitchen: For this set up 

The Office: 

The Lounge: 

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For this project I had the pleasure of co-directing the talent’s performance along side Sarah. These videos range from 1 min to 3 mins in length, so it was important that the talent provided colour in the tone to avoid monotony and enhance audience engagement. I needed to be on for the entire shoot time, not just listening out for correct pronunciations, but actor quirks, a sparkle in their eyes, a smile here and there and to constantly ask, “Am I interested in what they are talking about?” because if not, we were running it again.   

I love working with Creativa, and the Producers there like Russell. I’m always proud of our final outputs we produce together. Creativa’s briefs are always clear in regards to creative direction. They have clearly communicated to their client what the final videos will look like in advance and we shoot to those specs 100% of the time.
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There’s a lot of collective pre-prod planning to pull off a campaign like this and I am grateful for a partner such as Creativa to collaborate with.