art 1 |ärt|

noun

1 The expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated primarily for their beauty or emotional power.
No one becomes a filmmaker to make those lifeless corporate videos that the business world got so used to 10 years ago. The industry has moved on and so has the content that is being produced. Like music, dance and sculpture, film is the intangible made tangible, part of the desperate struggle to turn those silent voices in our heads into form, into something that others can interpret for themselves. Fundamentally it’s all about emotion, but what happens when film needs to fulfill a function over art?

When filming any video, it is vital to understand the core message and reason behind the video, as well as the actual content involved. That’s when all the lighting techniques, camera moves and editing tricks come into play. A good filmmaker and editor can suck you into their reality and show you how to feel about what you’re seeing without you ever realising. It’s all about subtlety, usually. As someone probably once said at some point in a much more concise way, “if you don’t notice an editor’s work, he’s done a good job”. Without this, the art behind the filmmaking, all you have is 24 pictures every second and a bored audience.

So whether you’re the filmmaker or the client, you must have a clear idea of the purpose of the film. Without it, you might get a nice looking video but you may be missing out on any emotional investment from your audience and be forgotten as quick as it takes to click the thumbnail of the grumpy cat video in the suggested videos at the end.

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