Filming the character of Mulvane, Kansas.
The work.
Recently, our team had the opportunity to spend some time in Mulvane, Kansas, working with the City Manager and Mayor to capture the businesses, people, and characteristics that make their community unique.The project was an opportunity to tell a story about a city through its attractions, local landmarks, and rich history. But like most projects, what happened on camera was only part of the story. This story started well before we even made the road trip.One of the things we prioritized during pre-production was building an efficient, intentional schedule. With more than a dozen locations to cover, limited time, and a variety of scenes to capture, we wanted to make the most of every precious hour. We spent a lot of time working with the city staff deciding the best way to approach each individual location, where the sun would be during those time slots, and who all we could get to be in each scene.But something I’ve learned recently is that having a plan and being solely dedicated to the plan are two very different things.No matter how much time you spend preparing, there’s always an element of the unknown when you arrive on location. Weather changes. People turn their head a certain way into the sunlight. A location is way more darkly lit than anticipated. And sometimes, an on-camera person says something like, "You know this train back here was part of the Railroad system that helped shape the entire Midwest."To me, these are treasures. There's no way we could have planned for this unexpected phrase. But knowing, I've got exactly 7 minutes before we need to be at our next location, I ask them, "hey, If I moved our lighting set up over to the train, could you tell us more about it?" On this project, we made a conscious effort to leave room for those moments. We had a schedule to guide us, but we also allowed ourselves the flexibility to slow down, explore an idea, or pursue something we hadn’t anticipated during pre-production.the take away.
I’ve come to appreciate that balance more and more. Preparation gives you the confidence to execute, but flexibility gives you the freedom to discover treasures you couldn’t have planned for.There’s a tendency in production to fill every available minute with something productive. But I’ve found that leaving a little breathing room, even as something as little as 7 minutes, can be just as valuable as having a detailed shot list. Our time in Mulvane was a good reminder that the best productions aren’t necessarily the ones where everything goes according to plan. They’re the ones where preparation and creativity work together.And sometimes, you have to leave a little room for people to be people.The creative pulse.
Brian Niccol is doing interesting things in the philosophies of the businesses he runs. He has been the CEO of Taco Bell, Chipotle, and now Starbucks. His philosophy to these brands is simple and yet revolutionary, “How can we change our systems to elevate the customers and their experience?” Nothing is off the table for this approach. From the customer’s phase of early interest, to the selection of their purchases, to the acquisition of their purchases. Quite simply, let’s make sure we are thinking in terms of the customer. Brian’s companies are constantly re-strategizing their systems, and then they use video as a tool to communicate them. “If people don’t know, how can you expect them to care?”For example, they recently shot an ad for Starbucks in filming in a 4:3 aspect ratio. This unique aspect ratio conveys both a nostalgic look as well as contains the resolution to fit both horizontal and vertical deliverables. Put simply, he made an ad with the customers’ experience in mind. No cropping, or forcing the customers to watch an ad that doesn’t fit the aspect ratio of their devices. He meets them where they are.This simple approach can completely radicalize the customers/clients your organization is seeking. think in terms of their experience. How can you reshape your organizations operation with them in mind? Then, tell them about those changes.Fireside Studio offers a fresh look at your company to help you operate and communicate to the best of your ability. We have the tools, research, and know-how to get the job done. Reach out today for a free consultation.