It’s a phrase we hear constantly: Think outside of the box. You’ll hear it in pitch meetings and set-list shot sheets. Anyone who fancies themselves a creative of some sort will offer it as a creed of how they want things done. They want things previously not thought of; ideas that aren’t run-of-the-mill. Something creative. Something different. Well, who doesn’t want that? We all want creativity and life from our employees, be they camera operators or PAs. But don’t go throwing the box under the bus just yet. Boxes can be good. I wouldn’t have been able to move my books without a few good boxes. And where would my tools live if boxes weren’t the preferred home?
There’s a reason that industry standards are just that-standard. The true idea is not to think that the box is bad, but to realize that your box doesn’t hold all of the needed tools. While tuning a lawn mower, I realized my tool box did not have the proper socket in the needed size. 13mm, 14mm, 16mm…no 15mm. The tools in the box were perfectly fine, I simply needed something not in there. So I went out, found it, and added it to the box. You have to be careful when telling your crew to disregard traditions or convention for something untested. True, it’s great to be creative and go for something out of your comfort zone, but that doesn’t always apply to every scenario. Take interviews for example. You’re going to need a good shot at a good angle, not too much headroom (if any) with backlight and fills, maybe a plant or lamp for balance…there are only so many things you can do there, and telling people to scoff what looks good for boundary breaking leads to extreme close ups and uncomfortable viewings in the conference room.
As for the box, it exists to hold the tools you use on a daily basis. In the past, what we call ‘in the box’, wasn’t. Someone put it there because at the time it was crazy or inventive. The first church bake sale was probably a big deal. Now it’s commonplace. But it works now, just like it did then. Sometimes it may not be enough, so we find something else to go in the box with it, yet the box remains. Because a good business can’t survive outside of the box for too long. Like a fish outside of the bowl, someone trying to do everything without contemporary guidelines will eventually flail and ultimately starve. That doesn’t mean be cookie cutter "one-of-us", but, if you’re looking to make a living and not just a statement, it does mean reigning it in. And that’s where style comes into play, usually by finding a happy medium. The client may also have some input, or want things "just so". You have to be able to adapt and be willing to change, but also be willing to do what needs done, even if it's been done before.
One of our favorite processes at I'AMedia is the creative pre-production meetings. Clients often have great taste for what fits their brand and we love to make their vision a reality while adding our own blend of creativity and energy. Contact us today to bring your vision to video.
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