|A FRESH PRODUCTION PHILOSOPHY:
And a FANTASTIC CREATIVE OPPORTUNITY
This unique Wells Fargo Campaign was a wonderful photographic AND production adventure. These were extraordinary and unusual productions in that we shoot both film and print simultaneously. I take the role as both as the director and photographer, and, in fact, I personally photograph all the key print scenes.
Quite often, when I felt strongly that I want the film to look a particularly way, I operate the film cameras (we shot on film) . These were intense productions generally lasting a week or more, excluding pre-pro and scouting, and spanned 4 years.
The advantages to a client - shooting stills and film simultaneously and under the same direction - are immense. From a continuity point of view the print looks wonderfully like the film and the film resonates the print. A rare situation in today's communication world. In addition there are terrific fiscal advantages for the client. Primarily, the client must fund only, one instead of two, productions each year.
Further, by shooting these projects in this manner all the tools necessary to invent and create fresh imagery are available for both print and film due to the simple math of combining the fiscal and preparation resources of two shoots - obviously this has both fiscal and critically continuity of creativity aspects.
Because Wells Fargo was, at the time, restructing its brand recognition and touching base with its remarkable heritage we were given the extraordinary opportunity to be on the 'ground floor' of a most unique approach to an exciting film and print campaign. Most critically, we were creating fresh and inventive visual ideas in concert with an remarkably smart client.
|copyright Wells Fargo 2008|
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