Mint’s Post

My Biggest Cheat as a Director I've been working as a director for more years than I can remember. Over the years, I've picked up a few tricks. But about six years ago, I discovered a game-changing cheat that has completely transformed how I work. The cheat? I ALWAYS test film and test edit the film during pre-production. Here's how it works: I've turned the location recce day into a creative reccel day at the approved locations (I get the locations approved based on location reece pictures) On this day, I test shoot the film with the Director of Photography (DOP) at the approved locations using the DOP's iPhone. The team or stand-ins act as our cast. We experiment with different framings, actions, and timings for each scene, then airdrop the videos to the editor, who is present on location and edit on her/his laptop. By the end of the day, we have a rough test film ready. The benefits? Creative Freedom: The test film gives me, the DOP, and the editor a calm, relaxed environment to explore how we want to shoot the film without the stress of a big team waiting or the sun setting. I get great input from both the DOP and the editor.  Iterative Improvement: I can review the test film multiple times to decide on changes, additions, and improvements. The test film makes it possible for me to be creative at the test shoot, after the test shoot when watching it, and at the shoot.  Detailed Brief: The test film serves as a comprehensive brief for everyone involved, including set designers, providing clear insights into what needs to be prepared. The first AD gets a better understanding of the scope and can make a better plan etc etc etc.  Cast Preparation: Sharing the test film with the cast helps them understand the scenes, making them more comfortable and relaxed. Client and Agency Insight: Showing the test film to the agency and client before the actual shoot gives them a clear preview of my plan. This helps them understand my vision, making them more comfortable and saving valuable time on set. It also clarifies why we need only a specific part of a shot, avoiding unnecessary takes. Efficient Shot Planning: The test shoot gives me valuable insight into the shots I actually need. This allows me to cut around 25% of the planned shots and focus on what’s essential. There are more benefits but don’t have time to write them all. Im a very busy important person and dont have time for LinkedIn. The test shoot makes the actual shoot highly planned and structured. I know what I'm doing. The team knows what they are doing. The agency and client know what we are doing. Being so planned and structured also gives us room to be creative and capture extra shots and reactions during the shoot. There you have it. Don't tell anyone. Bellow you can see our test shoot for the latest Lunchables commercial and the end film afterwards. Enjoy!

If it isn’t clear enough already—this ad is for Sony. #GoodAdsMatter A story woven around a struggling writer awaiting his big break—this film is brought to you by Sony, featuring Sony. As the plot comes full circle, the one thing that remains constant amid all the conundrum is “Sony” through and through. Tapping into the entertainment tech category, Sony makes an indisputable case by plugging their brand in every line of the voiceover. With a crisp narrative, not only does this ad emphasise on the brand’s name over and over again but also builds an engaging story otherwise. This 60-second long ad, is a product integration that aids in every stage of the filmmaking process, making sure you don’t miss it even if you try to! 𝗣𝗿𝗼𝗱𝘂𝗰𝗲𝗿𝘀' 𝗥𝗼𝘂𝗻𝗱𝘁𝗮𝗯𝗹𝗲 𝗼𝘂𝘁 𝗻𝗼𝘄! 𝗪𝗮𝘁𝗰𝗵 𝗶𝘁 𝗵𝗲𝗿𝗲: https://lnkd.in/daJRTa4H Country: USA Year: 2014 Brand: Sony Agency: Wieden + Kennedy Producer: Jessica Staples Executive Creative Directors: Joe Staples & Mark Fitzloff Creative Directors: Chris Groom & Stuart Brown Copywriter: Derek Szynal Art Director: Devin Gillespie Social Strategy: Josie Goldberg Strategic Planning: Anibal Casso Media/Comms Planning: Kelly Muller Account Team: Trish Adams, Diana Gonzalez Cash & Marcelina Ward Business Affairs: Cindy Lewellen & Karen Murillo Project Management: Shannon Hutchinson Head of Production: Ben Grylewicz Production Company: Anonymous Content / Somesuch Director: Daniel Wolfe Executive Producers: Jeff Baron & Tim Nash DOP: Robbie Ryan Line Producer: Caroline Pham Edit Companies: COSMOSTREET Editorial & Trim Editing Executive Post Producer: Jaclyn Paris Post Producer: Marie Mangahas Editor: Tom Lindsay VFX: The Mill Executive VFX Producer: Sue Troyan VFX Producer: Kait Boehm Lead Flame Artist: Billy Higgins Flame Asst: Steve Cokonis & Anthony Petitti Smoke Artist: Scott Johnson Motion Graphics: Greg Park & Clare Carrellas Music Company: Walker Executive Producer: Sara Matarazzo Sound Company: Barking Owl Sound Designer: Michael Anastasi Executive Producer: Kelly Bayett Song: “Central Services/The Office” (Original Recording) Mixing: Lime Studios Mixer: Rohan Young Producer: Susie Boyajan 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 Good Ads Matter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 Purpose Studios. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 𝗳𝗼𝗿 𝗶𝗻𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆! ––––––––––––––––––––– 𝗝𝗼𝗶𝗻 𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗼𝗳 𝟲𝟬𝟬𝗸+ 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴/𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗲𝗻𝘁𝗵𝘂𝘀𝗶𝗮𝘀𝘁𝘀 𝗮𝗻𝗱 𝗹𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗰𝗿𝗮𝗳𝘁𝗲𝗱! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝗼𝘂𝗿 𝟭𝟬𝟬% 𝗳𝗿𝗲𝗲, 𝗵𝗮𝗻𝗱𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗺𝗼𝗻𝘁𝗵𝗹𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗵𝗲𝗿𝗲 -  https://lnkd.in/dg3JEGpK #GoodAdsMatterRoundtableSeason1 #Creativity #Marketing #Advertising #PurposeStudios #PursuePurpose

Brands: Let’s get more creative. Give ideas that have never been done before. The film needs to have stylized elements, edits should look artistic. Content Studios: Here you go. Gives 10 solid ideas, mockups, stylized shot-breakdown and everything (because why not?). Brands: Nah. This is against our brand guidelines. (Let’s go back to basics & keep doing things on auto-pilot mode) Creativity has no boundaries. And there are brilliant creative directors & artists out there who can elevate your brand. Why are we so hesitant to experiment? #brandstories #productionhouses #creativecontent #agencylife #creativedirectors #moviesethumor

Behind the Magic: How We Craft Videos Come On In! Ever wondered how we work our video magic? It’s a question we get a lot from new clients. Let’s break it down for you. We make it look easy with a mix of creativity, coordination, and dedication—showcasing what we do best. Our Magical Journey with South Dade Kia and Amarillo Creative Lab: 1. Script Review, Director Proposal, and Pre-Production: In this case, we received the script and ideas from the agency and dove into the key themes and messages. Our director then collaborated with them to craft a visual proposal, making tweaks to capture the essence and goal of the campaign perfectly. 2. Production Day: Our crew arrived early to set up and ensure everything was perfect. Multiple takes, perfect lighting, sound, and angles—every detail counted to capture those magic moments. 3. Post-Production Alchemy: This is where the magic happened! We edited the best shots, added music, and fine-tuned everything. With color grading and sound design, we created a cohesive and emotionally compelling final product. Producing a video is a dynamic and thrilling process. Here’s a sneak peek into a typical day: https://lnkd.in/ekDpyXKw We’re proud to share a final video that celebrates women's incredible contributions. https://lnkd.in/eKHGpFXa Credits: Production Company: The Magus Films Director: Luis Bond Executive Producer: Xenia Marcinko Director of Photography: Daniel Rodríguez Editor: Luis Bond Concept and Strategy: Amarillo Creative Lab, Verónica Ruiz del Vizo Client: South Dade Kia Each project we take on reflects our clients’ unique essence and purpose. We invite you to join us in creating stories that matter. Whether it’s a commercial, a short film, or a brand story, we’re here to bring your vision to life. Ready to Start Your Journey? Schedule a chat with us and discover how we can help you connect with your audience on a deeper level. https://lnkd.in/eNFa_SMj #MagicIsAlreadyInTheMaking The Magus Films Team

What if motion based production companies had separate units distinguished by the deliverable platform, and were unified as a cohesive vision under a creative director with a motion background? I know this is already implemented in various forms, but it’s usually on larger teams not focused on the actual video creation. This would only be possible for a large scale high volume company, but I think the results would be worth it. Each unit would have staff ranging from producers, editors, animators, art directors, etc. The three segments that I see in the industry right now are film, video, and social. The way people think, what inspires them etc in these three segments is fundamentally different. Film: Broadcast commercials, big brand statement films, and celebrity partnerships. Video: Monthly campaign ads, brand website video integrations, and Youtube long form content. Social: Influencer activations, quick responses to trends, and experimental techniques. When someone from a film background makes videos for social, it’s “just” a cutdown of their highly polished commercial. So much missed opportunity. When someone from a social background makes a reel, they break the classic film narrative structure of giving us the end of the story first. Which they rightfully should, the hook is everything. I think this would be at the very least an enlightening experiment, and I feel like the results would show. What do you think? #videoproduction #filmproduction

We have just finished post production on our final short film shot in 2023 ‘Faces’ and as we start to focus on new projects for 2024 (we’re currently in the pre-production stage of an exciting brand story film 🙊 which I can’t say much about yet) I have been reminding myself of the importance of each stage of the filmmaking process 🎥 🧠Developing The Idea: The initial stage of any project, relies heavily on the strength of the concept and this helps to ensure a solid foundation for the rest of the process. This development stage allows you to explore and experiment with themes, characters and narrative structure and develop your film (no film idea starts off perfect). ✍🏻Scriptwriting: Scriptwriting is an art that demands patience and thoughtful deliberation. Writing a concise and impactful script that effectively conveys the story within a really limited timeframe is hard and taking the time to write, revise, and polish the script is absolutely crucial! 🏙️Pre-production: The pre-production phase is similar to laying the foundations of a building. Rushing through this stage can lead to oversight and compromises. It is super important to scout your locations, select the right crew, plan shots, create storyboards, and develop a detailed production schedule. ‼️Attention to Production Quality: Once the shoot begins, it is essential to maintain the quality and integrity of the film. Rushing any part can possibly lead to errors that you regret later down the line. Paying attention to the technical aspects, such as cinematography, lighting, and sound, will ensure that you end up with the best final product! 👩🏻💻Editing and Post-Production: Editing is where the real magic happens but this phase definitely requires patience and precision as you review your footage, organise the story, and enhance the overall impact. You must take your time to carefully select the best takes, experiment with different pacing, and craft a cohesive narrative using seamless editing techniques. 🖤I often think that I enjoy the journey of the filmmaking process more than the finished product, but I definitely think that’s a good thing! 👉🏻 Have you been thinking about how a brand film could help your business? 👉🏻 Contact us to discuss your brand film!

This ad from Toronto based Agency Broken Heart Love Affair should be the textbook definition of the phrase ‘Brand building’. There is so much to learn from this ad about external communications. It’s a shot across the bow of businesses and brands that all too often harbour the desire to centre all their marketing efforts around their products, and USP’s, in their marketing comms. So what can you take from the Kruger Products | Produits Kruger ad? We should take a moment to think of the product group (paper towel) and its place in the market, the competitors and what they do, and how the industry standard of Direct Response Ads (DRTV) is ubiquitous with the product group. You have seen those ads a thousand times and this is a stark departure from the industry standard. There is no mention of spills, durability, cost, or size. There are no demonstrations of usability, or illustrated graphics of locked up fluids, this Ad is pure emotion. Because of that, it is a platform to show the products true value, its versatility, and utility in a meaningful way. The scenes are fast and furious, blink and you'll miss it sets ups for quick pay offs. Each cut is clear and understandable. The ease at which the products are woven seamlessly into the narrative, up front, hidden in plain sight, only add to the reality and self awareness of the brands understanding of its place in the customers life. Each vignette speaks clearly through the emotion of each performance (why good actors are important). There is a trick at play here, a clever story telling fundamental: your viewer doesn't need to have experienced the situation you are presenting, or look like the person experiencing it, to see themselves, or someone they know in the narrative you present. Have you ever caught yourself watching a period drama and imagining yourself in the place depicted? Asking yourself how you would have looked in the clothes or how you'd deal with the candle lit nights by the fire? As a viewer, and a human, not just a consumer, we can see ourselves, our kids, our parents in stories. We can feel the nostalgia, hope, regret, and happiness, all while also building an affinity with the message, and by proxy, the brand. So the question is: How do you market your product or service? Do you err on the side of caution by sticking to the industry norms and try to tell people how great it is? Do you list the benefits or USPs? Do you cut the prices? Shorten the windows of opportunity? Do you chase the immediate sale? Or… do you take a leaf out of the Kruger playbook, and take a moment to be honest about your product and services. Do you place it honestly in stories, with real people, living real lives? Will you connect with the audience, regardless if they are in the market to buy your product or not? Do you take the opportunity to build and inspire feelings that will be forever linked with your product in the eyes of the viewer? Perhaps a mix of both. Love (and Advertising) is messy.

Nithing to add. Watch the video!

𝗔𝗯𝘀𝗼𝗹𝘂𝘁𝗲𝗹𝘆 𝗯𝗿𝗶𝗹𝗹𝗶𝗮𝗻𝘁! 𝗟𝗼𝘃𝗲 𝗶𝘁! Effective advertising is essential, but truly exceptional ads are a rarity. Ironically, the decline in standout advertising can be attributed to the very scenario depicted in this ad: clients and various stakeholders venturing into "content creation" simply because they've amassed "followers". It's crucial for everyone to acknowledge and respect the expertise of genuine creators. Tampering with a creator's distinct style to meet personal preferences undermines their artistic integrity. 𝗗𝗼 𝗻𝗼𝘁 𝗮𝘁𝘁𝗲𝗺𝗽𝘁 𝘁𝗼 𝗰𝗵𝗮𝗻𝗴𝗲 𝗮 𝗰𝗿𝗲𝗮𝘁𝗼𝗿'𝘀 𝘀𝘁𝘆𝗹𝗲 𝘁𝗼 𝘀𝘂𝗶𝘁 𝘆𝗼𝘂𝗿 𝘄𝗵𝗶𝗺𝘀 𝗮𝗻𝗱 𝘄𝗮𝗻𝘁𝘀. 𝗜𝗻𝘀𝘁𝗲𝗮𝗱, 𝗳𝗶𝗻𝗱 𝗮 𝗰𝗿𝗲𝗮𝘁𝗼𝗿 𝘄𝗶𝘁𝗵 𝗮 𝘀𝘁𝘆𝗹𝗲 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝗰𝗵𝗲𝘀 𝗮𝗹𝗹 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂 𝘄𝗶𝘀𝗵 𝗳𝗼𝗿. This approach ensures that the essence of creativity is preserved, allowing for the production of creatives that are not only effective but truly remarkable. #SaraTian #BrandConsultant #CreativeIntegrity #AuthenticBranding #RespectCreators

The levels of gold here are almost mindboggling.