Visionaries with brains of creative gold often have one thing in common: flurries of ideas but an inability to set one down and bring it to life with a focused mind. Thus begins the business of agencies and creative and producers and art directors and people with trucks coming together to make it all happen. This process becomes increasingly more challenging when you end up with a daisy chain of organisations linking up to interpret and then achieve your vision: every step of the way, a little bit often slips away.
Thinking about projects where I was not ultimately happy with the experience and result, I realize with hindsight I started with an incomplete brief. So much pertinent information gets diluted in a bid to ‘manage people’ each step of the way. It’s not until later, when everybody comes together on shoot-day that the client realizes they’re not getting what they actually wanted and that’s when the freak-out begins.
"I started to notice a trend with certain brands in the industry, which were expanding on agency work and taking a slightly different model of workflow for their new media"
I saw a way to alter my approach to art direction by specializing in unusual content and delivering the content myself, meanwhile eliminating some of the frustrations I was having with these ‘lost-in-translation moments. And I’m not the only one. I started to notice a trend with certain brands in the industry, which were expanding on agency work and taking a slightly different model of workflow for their new media - heading straight into production themselves. They wanted a faster turnaround and for smaller budgets.
This is where we found the solution, LoftyFilms was created as a sibling company to Blair Barnette and goes by the premise that especially with high-concept briefs, a direct client relationship is often a happier and more successful one. It forms a collective who develop and deliver content to brands and agencies alike. Working this way creates an ideal milieu for an increasingly busy marketing industry in which the need for new and fresh material is fiercely competitive and changes week-to-week. There is also something unique and satisfying about working directly with brands, I have room to be creative and a capacity to direct workflow with the ultimate requirements of the client in mind.
With the rise of social and digital media, as well as viral marketing, which has a huge video focus currently, it’s no wonder that more and more people are looking to develop quick, snappy films and attention-grabbing imagery quickly, because by next week, it could already be passé. The demand is such now that clients can meet their needs through complementary avenues.
As well as our creative in-house services, there is the build space. LoftyFilms boasts two deeply varied light-filled studio arrangements with superb city view backdrops, and bespoke packages to include kit and crew. Anyone who wishes to create compelling art- whether cinematography/photography students, commercial, corporate marketing strategists, scriptwriters, photographers, viral-marketers, to a full-on kitchen show production team will find something to suit their needs.
To celebrate the birth of the LoftyFilms and it's studios, we have a special offer throughout March. Until April 1st, if you pay and reserve a shoot to be booked later with LoftyFilms, you will get your studio rates for half price, and with packages starting from just £300 a day. For this prime Central E1 London location, this is an excellent deal that any creative mind will enjoy.
For information on LoftyFilms, and its aims for now and the future, to view the studios, understand more about our creative focus, and meet the team: www.loftyfilms.com
