ART A̶S̶ IS COMMUNICATION
Here we are in the future world: 2020. Wait. Where are the flying cars? The robots working for us?? The cure for cancer??? None of these became reality but instead something else no one really expected: COMMUNICATION. Billions of humans constantly connected via smartphone and social media 24 hrs a day. All the effort, energy and innovation of humanity pointing to what? To make people communicate to one another. I think
this revolution tells us how visceral is the need we have as society to find a way to express ourselves
But this is only one part of communication. Is the medium we use to communicate. What about the message we want to send and express?
The fact that the more we evolve, and the more we need sophisticated tools to "code" and then project our inner thoughts and emotions in order to be understood properly. These advanced tools are in my opinion what we call
"Art": A way to communicate, using the irrational to fill the gaps left by the rational
Being able to touch the soul of the audience with a language that is not possible to rationally explain like beauty, music, aesthetic, emotions... establishing a connection that is inexplicably stronger than any rational one.
The strongest securities we HEVE in life often come from things we cannot explain or even define
And probably this is the reason why they are so solid.
The // CREATIVE Approach
In the video production often creativity is set in a linear way. An example is to first film then edit than score (huge simplification). In this way what comes first will define the next step. Basically only the first step will be really "creative free", while the others will have a lot of limitations from the steps before.
I consider this workflow obsolete in today's world
The parallel creative approach includes multiple aspects of video production at the same time, giving them equal importance. The direction must follow the editing and vice versa, the cinematography must follow the sound design and vice versa etc... The more aspects of the production of a film are conceived and developed in relation of one each other, and more the final result will be good. The editing style can come from a particular sound, a prop on set can generate interesting transitions, a location can inspire graphic effects, etc...
The creativity limits expand drastically if we consider every aspect of production as a piece of an engine instead of a part of a pyramid
The various production steps must be also fluid and bend in order to serve the communicative goal of the work. What we are trying to communicate is the only parameter that can't be adapted to the rest and serves as the basic structure for everything else. The strong interactions and connections of the production process and elements, make the final work more cohesive and coherent with itself, more solid and with an unique style.
THE 7% RULE
In 1971, Albert Mehrabian published a book Silent Messages, in which he discussed his research on non-verbal communication. He concluded that prospects based their assessments of credibility on factors other than the words the salesperson spoke the prospects studied assigned 55 percent of their weight to the speaker's body language and another 38 percent to the tone and music of their voice.
They assigned only 7 percent of their credibility assessment to actual words
I think the 7% rule is a very good way to understand how important can be video communication if we consider also how many other aspects (like editing, music, cinematography etc...) it includes beyond tone and body language. The "indirect communication" expressed by the 7% rule is extremely important in the creative direction. Is a way to underline concepts and ideas making them stronger without taking too much space, or distract the audience from the main focus and achieve the communicative goal.
THE HUMAN ELEMENT
As somebody once said
"Humans are the best show ever"
Everyone has a story, ideas, dreams, nightmares, traumas, secrets etc... Billions of micro cosmos interacting with each other in this world. My work is based on always put at the centre the persona. Nothing can give more personality, style and uniqueness than
a human who is unique and unrepeatable
The strength of two eyes looking straight into the camera is something incredibly powerful. "The eyes are the mirror of the soul" they say. And probably this is why it can be so difficult to keep eye contact with some people.