I'M AN AUCKLAND-BASED, FREELANCE, MULTI-DISCIPLINARY CREATIVE (DIRECTOR, ANIMATOR, DESIGNER, & PHOTOGRAPHER). OVER THE PAST 12 YEARS, I HAVE WORKED ON COUNTLESS PROJECTS & BRIEFS CREATING VISUAL CONTENT FOR MANY NZ & INTERNATIONAL CLIENTS, SPECIFICALLY DIRECTING & PRODUCING LIVE & ANIMATED VIDEO CONTENT FOR ADS, BRANDING & MUSIC VIDEOS.
| CREATIVITY IN PURPOSE
MY CREATIVE MEDIUM OF CHOICE IS MAKING MUSIC VIDEOS AS I FIND IT TO BE THE MOST EFFECTIVE WAY TO POPULATE A SHOWREEL IN ORDER TO SECURE COMMERCIAL WORK. IT IS ALSO WHERE ONE CAN FLEX THEIR CREATIVE MUSCLES SINCE THE BOUNDARIES ARE NOT AS TIGHT AS IN COMMERCIAL WORK. FINALLY, YOU CAN PACK IN PLENTY OF VISUAL TRICKS IN THREE MINUTES WHILE STILL MAINTAIN A VISUALLY & NARRATIVELY COHESIVE PIECE.
CREATIVITY IN MUSIC VIDEOS GOES BEYOND THE AESTHETICS & STYLE; IT IS OFTEN WHERE ONE REQUIRES CREATIVE PROBLEM SOLVING - SPECIFICALLY BUDGETARY LIMITATIONS - WHILE STILL DELIVERING HIGH QUALITY WORK. THIS HAS SINCE BECOME MY DEFAULT MODE OF OPERATION IN MY COMMERCIAL WORK AS WELL: HOW TO MAXIMISE OUTPUT FROM A MINIMUM INPUT.
| CREATIVITY IN PRACTICE
SUCH APPROACH IS HIGHLY SOUGHT AFTER, ESPECIALLY WITH BUDGETS SCALING DOWN FOR VISUAL CONTENT CATERED FOR SOCIAL MEDIA, ONLINE ADS, ETC. I ASSUME IT ALL COMES DOWN TO ONE’S CREATIVITY IN PLANNING & DIRECTION TO BE ABLE TO DELIVER CAVIAR ON A SUSHI BUDGET. THIS IS WHAT I FIND MY CLIENTS VALUE THE MOST IN MY WORK: HIGH QUALITY CONTENT THAT DOESN’T EQUATE TO A HEFTY PRICE TAG.
ALTHOUGH STORYTELLING IS AT THE HEART OF WHAT I DO, I BELIEVE RICH & COLOURFUL VISUAL STYLE BRINGS ADDITIONAL VALUE TO MY WORK WHERE IT CLEARLY FAVOURS CRAFTING & AESTHETICS OVER STORY. THIS IS OF GREAT IMPORTANCE, ESPECIALLY AT A TIME WHEN ADVERTISERS MERELY HAVE A TWO-SECOND WINDOW TO GRAB THEIR AUDIENCE’S ATTENTION ON SOCIAL MEDIA & YOUTUBE. AS A VISUAL STORYTELLER, I DON’T SHY AWAY FROM PLACING MORE EMPHASIS ON THE AESTHETIC VALUE OF MY WORK, RENDERING EACH SHOT AS A PERFECTLY DESIGNED POSTER OR A TYPOGRAPHIC ILLUSTRATION. AFTER ALL, HUMANS ARE VISUAL BEINGS.
WHEN I CREATE NEW VISUAL CONTENT (LIKE ADS OR BRANDING VIDEOS), I TRY TO THINK OF OTHER MEANS TO MAXIMISE OUTPUT & BENEFIT FOR MY CLIENT. FOR EXAMPLE:
NEW VISUAL CONTENT CAN BE DESIGNED IN A UNIQUE WAY WHERE IT CAN BE RE-PURPOSED TO CREATE ADDITIONAL CONTENT: LIKE DOWNCUTS, TEASERS, & RE-EDITS TO COMBINE WITH MORE CONTENT AT A LATER STAGE.
NEW VISUAL CONTENT CAN BE DESIGNED IN A WAY WHERE FREEZE-FRAMES & EXTRACTED GIF IMAGES CAN BE EASILY USED TO POPULATE THE CLIENT’S SOCIAL MEDIA PLATFORMS. THIS IS IN ORDER TO PROLONG THE SHELF LIFE OF CONTENT.
NEW VISUAL CONTENT CAN CONTAIN GRAPHIC DESIGN ELEMENTS THAT CAN BE REUSED BY THE CLIENT THROUGHOUT THEIR OTHER VISUAL CONTENT.
NEW VISUAL CONTENT CAN BENEFIT FROM REUSING A CLIENT’S ALREADY EXISTING CONTENT (LIKE FOOTAGE, STILL IMAGES, GRAPHIC DESIGN ELEMENTS, ETC) IN MANY WAYS: RE-EDITING & MANIPULATING VIDEO, ANIMATING STILL IMAGERY, CREATING MOTION GRAPHICS OUT OF DESIGN ELEMENTS, ETC.
NEW VISUAL CONTENT CAN MAKE GREAT USE OF GENERIC STOCK IMAGERY PURCHASED ONLINE, WHICH MAY BE CONSIDERABLY CHEAPER THAN PRODUCTION OF A VIDEO SHOOT OR PHOTOSHOOT.
| CREATIVITY IN CONNECTION
ON A FINAL NOTE, CREATING HIGH QUALITY CONTENT MAY NOT BRING IN A TANGIBLE BENEFIT FOR A CLIENT IF IT WASN’T PROPERLY UTILISED THROUGH AN EFFECTIVE CONTENT STRATEGY. IN OTHER WORDS, IT’S NOT ONLY WHAT THE CONTENT IS; IT’S HOW THE CONTENT IS USED. CONTENT PLAYS A CRUCIAL ROLE IN ACHIEVING BUSINESS & SOCIAL MEDIA OBJECTIVES SUCH AS BRAND AWARENESS, AUDIENCE ENGAGEMENT, & REVENUE GENERATION. WITH SO MUCH CLUTTER AVAILABLE ONLINE, GRABBING AUDIENCE'S ATTENTION CAN FEEL LIKE A MAJOR CHALLENGE.
THROUGH COLLABORATING WITH MY PARTNER YANA KIRAKOVSKAYA AT WWW.YANA.CO, WE CAN WORK WITH A CLIENT TOGETHER ON A CONTENT STRATEGY ESPECIALLY DESIGNED FOR THEIR NEEDS TO MAXIMISE THE OUTCOME ON THE NEW VISUAL CONTENT. WE WILL ENSURE IT WILL BE WELL RECEIVED BY KEEPING IT RELEVANT TO A CLIENT’S AUDIENCE & ADAPTABLE TO THE SOCIAL MEDIA PLATFORMS IN HAND. THERE ARE MANY ONLINE TOOLS THAT CAN BE APPLIED TO OPTIMISE EXPOSURE & INTERACTION WITH THE VISUAL CONTENT, & IT’S UP TO THE CLIENT IF THEY’D LIKE TO USE THIS EXTRA SERVICE, OR TO HIRE US FOR CREATING THE CONTENT ONLY.
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