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Storytelling

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When you’re watching a piece of branded content, there’s a reason most of them end with a blue-chip logo. Producing a film for any brand involves many unknowns, the biggest of which is what it will actually do to benefit the company. As one of the riskiest forms of advertising, it helps to be holding

Art, in its purest form, isn’t born from chasing metrics. It’s born from a deeply personal place of reflection and introspection—from being honest about your point of view and the way you see the world. It’s important to know that in today’s oversaturated media-landscape, consumers are constantly being fed an algorithm of ads, and they’re smart enough to sniff out the bullshit.

Behind the Work is a series by Filmsupply that brings you lessons from leading creatives where they share essential techniques they bring to their work. All shot from their own homes or studios, Behind the Work brings you an entirely new set of skill sets that you can put into practice to grow in your craft. In the second episode of Behind the Work, we sat down with Golriz Lucina, Co-Founder and Head of Creative at SoulPancake — the creative agency behind series like Kid President, Science of Happiness and more. 

The team at Evolve never partially commits to a project—and apparently, neither does Pearl Jam. They recently collaborated on the band’s latest music video for the song “Dance of the Clairvoyants”, and the project didn’t stay simple for long. 

As an editor, Michael helped bring television into the major leagues in the early 2000s, editing throughout the entirety of Six Feet Under and working on major projects like True Blood, Dexter, Homeland, The Leftovers, and much more. Most recently, he took on Amazon’s sweeping fantasy series Carnival Row.

Editing, in many ways, works like a magic trick. You’re using spectacle and distraction to achieve your true goal—to make the audience feel something. Or, as Oscar-winning Editor Michael McCusker puts it, you’re making your audience “emotionally smart.”