23.11.07
Low production budget
This is a recurrent problem, especially when the client references are Hollywood blockbusters. But when there's no way to use 35 mm, 3D & SFX operators, great actors and directors, we have to think differently.
Usually, when we try to make a copy/paste of western commercials, the result is badly poor.
Technology isn't a bridle, the only bridle we have is the one we put on creativity.
It's possible to make great films with a strong concept without much money.
I'd even say we must have huge ideas to counterbalance the lack of finance.
We have to work on simple but highly effective ideas anticipating the fact there won't be the opportunity to compensate differently the lack of production quality.
Rough instead of clean.
Spontaneous instead of built.
Simple instead of complex. We have to change many people perception : quality and efficiency aren't a matter of money.
Simple rough spontaneity is a real style.
For this we all - advertising agencies and clients - have to dare other ways. We also have to be very persuasive if we want to be followed by clients who don't have necesseraly the same priorities.
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2 comments:
Coming up with a low budget on a commercial or any other mode of advertising is more than just how creative a person can be. Before you decide to lay your idea you need basic principles that will help you balance the flow of your idea, so that it obtains simplicity. Mainly such principles are obtained from school. In Africa we lack good designing schools that can produce great many designers and video directors too. One other issue is good designing software that can help improve the looks of your idea. We need to look into this matter much deeper than it looks. We can make Africa a better place to live in if only we collaborate more on this.
Thank you for your comment, BraveArt.
Just consider the substance of an idea as a human being and the form you give to this idea as the clothes he wears.
If someone is a weak person, he can be naked, wear a fashion costume or just a jean and a t-shirt, it won't change anything about the fact he's weak, except its perception.
It's the same for ideas, whatever the form you give (rough, 3D, 35mm, SFX), a bad idea remains a bad idea. And a good one remains a good one. Only the perception changes. Of course in the magic world of advertising, sometimes only perception counts.
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