87: Commercials We Love, with Adam Lisagor (Sandwich Video)
Jun 17, 2020
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Adam Lisagor, founder and director at Sandwich Video, discusses filmmaking, marketing, and tech. They talk about the impact of commercials on emotions, the power of storytelling in advertising, balancing technical correctness with storytelling in filmmaking, the fascination with Apple products, discovering gear and RGB LEDs, and the process of creating commercials with different budget levels.
The success of a remote production project during the pandemic led to the development of the 'Lunchbox' package, offering remote production as an option for clients.
Apple's emphasis on creating products with soul and emotional appeal sets them apart from companies that prioritize features and specs.
Balancing technical precision with creative expression is crucial for impactful work, striking a balance between technical perfection and creative execution is key.
Deep dives
Adapting to Remote Production: Making Commercials from Home
During the COVID-19 pandemic, our company had to pivot to remote production. We started with a small project for Slack, where we initially planned for a small crew. However, as restrictions tightened, we had to rethink our approach. We assembled a compact production package, including a Blackmagic Pocket Cinema Camera, sound equipment, and light mats. Our DP and director worked remotely via teleconferencing tools, guiding the talent through self-shooting. The success of this project led us to formalize this approach into a package called 'Lunchbox.' It allows us to offer remote production as an option to clients during this uncertain time.
The Apple Model: Creating Soulful Products
Apple has become known for creating soulful products that people fall in love with. They curate features and design elements that appeal to the human emotion and create a connection with users. This approach sets them apart from other companies that focus primarily on features and specs. The Tesla model, which Apple exemplifies, adds those little delightful touches to products that make them stand out and create a strong emotional response. This approach is what differentiates their work and sets them up as pioneers in the industry.
Balancing Technical Precision and Creative Expression
When working on projects, it is important to balance technical precision and creative expression. Sometimes, focusing too much on technical aspects can hinder the storytelling and creativity. It is essential to prioritize making the project visually appealing and interesting to oneself as a creator while keeping in mind the overall goals and requirements. A challenge often faced is the desire to use high-end gear and achieve technical perfection, which can lead to compromising on other creative aspects such as movement or energy. Finding the right balance between technical perfection and creative execution is crucial for creating impactful work.
The Excitement of Innovations in Camera Technology
The speaker emphasizes the excitement and affordability of new camera technologies, such as Blackmagic and the C200, which allow for high-quality video production at lower budgets. These innovations in camera tech provide filmmakers with the tools to create stunning visuals and elevate their storytelling. The speaker highlights the importance of focusing on the creative process and storytelling rather than becoming overly obsessed with gear choices.
The Value and Emotional Connection to Gear
The podcast episode discusses the emotional attachment and value associated with gear in the filmmaking and creative industry. The speaker shares personal experiences, such as the connection to a childhood video camera and the profound appreciation for hard-earned gear upgrades. They also touch upon the idea that gear reflects humanity and has a soul, which contributes to the passion and fascination surrounding the tools of the trade. The episode ends with a discussion about the future of gear and the possibilities it holds for creators.
