What’s in a Message? – behind the scenes…by Julie

Photo on Set


So Edward had this idea to do a video starring…himself, discussing why a video is the best way to deliver your message.  He was all excited about this vision stuck in his brain. (You know how those artistic types are.) So he gathered a couple of producers, copped a favor from a hotel owner friend for a location, and proceeded to do about a thousand takes of  “What’s in a Message?”  I stopped by with our boys to say hi and sure enough, Matthew ends up on camera doing the shtick himself.  (I think he was better than Daddy, but don’t tell Ed that.) Thing is, the kids were on day two of summer vacation. Matthew had serious bedhead since school was finally over and I just. Didn’t. Care.  I should have figured he would end up with a role. In an old soccer shirt, no less. So soccer shirt bedhead rips a version of the read and we depart, leaving the guys to do their thang. Four hours later my husband comes home, exhausted and exhilarated about the possibilities of the piece.



CB AIr Shoot

The Everglades are a blast to shoot in.  So many options, so many ideas.  Riding on an airboat floating through sawgrass.  It’s actually pretty cool, it’s always pretty cool.  Here is a shot from the shoot.  Video to come.  http://www.cbairboatrides.com/  Awesome airboat rides too..

Hanging off Cliff

Florida is hot

Quick couple of warnings for doing production in the summer in Florida.

1) Water – To drink
2) Towel for water, dripping from your face.
3) Dryer for water in between your lenses on the camera
4) Mosquito Repelant
5) Extra Shirt – for water that has built up on your body
That’s about it.   Good Luck, Shoot hard.

Just Do Something

Here is a thought when it comes to being creative.  Sometimes you just have to do something to create something.  Say you want to write a book, but you don’t know how to start.   Just start writing.  Say you want to start taking pictures but don’t know how to compose.  Just start taking snap shots.  Say you want to make a movie.  Just write the script.  If  you don’t start the process you will never finish it.  Then you will watch your entire life pass by wondering what if.

What is a National Ad Campaign?

Here are a couple questions I got asked, enjoy.

Question 1: What is the difference between a national spot and a local spot?
Answer:  That’s a hard question to answer.  When you produce a television spot or commercial there are so many elements that go into it normally.  It just seems like with a national spot you have to really care about the details.   There are clearance things you don’t normally think about, as well as compliance and due-diligence issues you don’t really see at the local / regional level.  Creatively speaking, it’s nice to have the ability to shoot in a proper studio, to have a decent crew, to not skimp on the items you normally have to which makes the entire production go much smoother.  Plus your able to deliver a quality product the client is happy with.

Question 2 Why do people choose to do a video based commercial vs audio or print?
Answer:  The majority of our country can both see and hear, statistically speaking people who both see something visually and hear it aurally are going to do what they are told to do.  If you just use one of the senses like, radio (hear), or print (see), you don’t have the reinforcement of both.  Plus the emotions you can convey with moving pictures can motivate the audience in ways print and radio have a very hard time doing today.

Question 3 What style of camera did you use and why?
Answer:  We used the Sony F:3 camera with a Cooke 50-200 lens.  We choose the F3 for two reasons.  1) We wanted a camera that could put out a broadcast look without paying the cost to rent a Alexia or Red or other expensive digital camera.  2) We wanted a camera that would shoot film lenses and have a shallow depth of field.  The F3 has a super 35 sensor which allow us to achieve both.

Question 4 What did you use for post production and why?
Answer:  We used Adobe Premiere 5.5 plus After Effects 5.5.  For our post process.  The reason why is that we have learned over the years that the programs are all similar in function but the driver/editor is truly the key in creating a product that is polished and professional.  If the editor doesn’t know how to think like an editor they are just a button pusher.

Question 5 What does the final pieces look like?
Answer:  Well, click on the links below and you can see.  I think we created exactly what the client was looking for.  They wanted a direct response piece that would drive people to purchase the products they are selling.  I think they have a high quality product, (we are using them ourselves) and support what they stand for.  Take a look and shoot me a note on your thoughts.

A Day in a the Studio

Today we worked with a Doctor’s Natural to produce a series of national spot for several of their products.  I will post the final spots in a couple weeks.
Many thanks to Flip Minott, Hank Sorrick, Matt Mayes, J. Cruz and the great Holly Pergola.
I have to say how much fun it is to do a project when you have an excellent team.
Here are some shots of the day.
Hank acting like he’s working
J got the light pointed in the right spot
now  he’s trying to figure out how to get down..
The team making the flowers look AWESOME!!!
They thought the one on the right was too small.
Magically we have two.. size matters.
Talent standing for the first shot.
Flip walking somewhere to move something.
Hank making sure the light doesn’t move.  Wait it’s on a stand.
There’s Hank again. (don’t get in the shot)
I actually didn’t see this get taken.
Please can’t we actually make some video happen..
Holly making magic happen!!!
Everything in video is an illusion.. Holly is one of the magicians.
Stills and Video (Multi-tasking)
This Photo is with a low end still camera, Imagine how the
video is going to look
Why do I look so serious?
Love the colors..
Quick shot of the camera’s that Matt ran at the shoot.
Porn for the geeks.  20  to 100  f2.1
Prepping for the big scene.

So many times people don’t think they have the budget to spend in creating the marketing they want.  Here is a tip, surround yourself with a team that is willing to give 110% and in the end everyone will be happy.  The true value is in the team and with a team comes an investment.

 I will post some other pics tomorrow when I pull the hi res still into the computer.
Question?  Post a comment. In theory I will get a message and reply back.

What’s a demo?

Why a demo? 

Then a friend of mine @ Camera’s International Matt Mayes, asked me to cut a demo for an upcoming project.  I did it but again, didn’t put too much regard into it.   Where we live budgets are really low.  Why would I want to show that material off?, but things had changed since the last time I had done a demo.  My brain didn’t realize that……..

If you want to be in the world of excellence and creative freedom, then your work needs to represent that.  (Thanks David Sowers @ DASO photo)  Bust your rear end, work harder and then when it’s time the right person will see your work and you will be moved.  You need to look like you belong where you’re going.  Kind of like dressing for success.

That brings us to today.  I emailed that reel to a colleague whom I respect in the industry as he asked me to send it.  His reply has really rocked my world in that he said that the pieces were very well produced and that we do excellent work.

This sparked my thoughts, that how can you transition from where you are currently located in life, to where you desire to go, if what  you’re  currently doing doesn’t look like where you want to be going.

After all that talk, here is our demo?

Captions Subtitles Text

Who would have ever thought that doing sub-titles would become such a huge business.  I mean that 80-90% of all programs must be captioned.  At a cost of around $300-$1200 per half hour.  It’s a phenomenal tool for the people who use the service, but it costs programmers MILLIONS of dollars to create.  Think about it.

Dyer Video Shoot

So… Today I got a quick prompter job with a couple friends, Darren Dyer and Rob Poole.

Let me explain how a prompter job works. — remember when the President got messed up when the TelePrompTer glitched and he was stopped live on tv.

Yes that’s what I did tonight. The client was a corporate client who I can’t divulge. But we were doing a promo piece with the text written out.

These jobs are actually fun to do as I get to interact with everyone. As opposed to other roles where it can get kinda boring.

So… Take a word doc, and follow a person reading the words on tv. If you roll it too fast, they sound rushed. If you roll it too slow, they sound drawn out. Your job as a prompter op, make them sound natural.
That’s it.. Any questions?