There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.
The
commoditization of computers has made certain creative endeavors, which
were once limited to an exclusive group of highly professional
practitioners, available to the masses. It is quite tempting for those
who have found themselves in possession of powerful personal computers
and relatively inexpensive professional level software, to make the
relatively short leap from "computer hack" to "creative practitioner."
Once the "necessary" computer skills are mastered, it may appear easy
to produce a creative work. But, in reality, it is not hard to tell
when something has been produced by a "weekend warrior." The reality is
that learning creative industry software and even becoming highly
proficient in its use does not equate to having the creative talent,
education, experience and skills that are necessary to produce
professional caliber creative work.
While the creative practicioner certainly can benefit from knowledge of
computers, being a computer technician does not add to the necessary
creative skills and understanding of the creative process. In order to
become a “world class” creative professional, a solid grounding in the
entire CREATIVE process is indispensable, if not mandatory. Moreover, I
believe that anyone who enters the professional creative community
should have a deep and abiding respect for the skill-set that is
required in each aspect of the entire creative process. This is
necessary, in my opinion, to be able to create great work -- it is the truly great work that inspires us all.
So here are my thoughts on the creative side of video production;
from concept to completion. I’m sure this will be a learning experience
for me and I hope it will provide a helpful resource for others…the
beginner and the professional alike.
About Adman
After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities.
Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools.
He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency with comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.”
His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life.
Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival.
When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.