He told us that the company he works for won a Oscar for the animation work and that they even did the animation for the 2014 opening of the Oscars.
One thing he loves to say is 'make the impossible possible’ he says this because he believes in finding creative solutions to simplify the journey of crafting a media product.
He was approached some years back by a energy company wanting a video of a Orangutan playing in a theme park, this was not possible with current technology so what his team did is create new algorithms to mimic bone, skin, and muscle structure so that it could loo realistic without appearing like a video game. This was the first of its kind and was really unique. He stated that CGI allows a filmmaker or music video maker to be able to create anything that they can imagine, as long as they have the money because CGI animation is a long and costly process.
Ollie told us that 10 years ago the music video industry was failing, there was no advancements in the proliferation of hardware or content, and people were board of watching them on the tv. Artists didn't want to make them, and the music video institutions were not ale to make much of a profit. Budgets were awful and demand was reaching new lows. That all changed when some clever tech folks introduced Youtube was brought out in 2005 and all directors artist and basically anyone in the music industry jumped onto this new way of sharing content and generating revenue though the adverts that were placed over the videos. All the video commissioners were wanting to exploit Youtube and pull as much money out of its Adsense monitization platform.
So why would a band want to make a promo? A band is always trying to create credibility though showing there uniqueness, after all a band is a artist and it is there expression and the promo is the support of that work.
Often getting the job isn’t easy and when you do eventually get it you will have a near zero budget and will have to work for long duration under tight time schedules, so unless you are passionate it is going to be tough.
He states that it is all down to that light build moment, that moment when you come up with the million pound idea that is both engaging interesting and achievable.
According to Ollie the treatment is is the most valuable peace of communication which allows him to communicate his ideas and objectives to all parties. You must be clear and concise when creating one because it will allow you to convey your pitch much easier. You have to convince people that your idea is achievable. It will usually include how the lighting will be use used and other stylistic elements. It is recommended to use references to films and other media pieces to allow for you to present it clearly.
With a treatment it is important to bear in mind that people have short attention spans and a treatment should be only three to four pages long.
Creative solutions are essential because it doesn't matter if you have a multi million pound music video or one only costing a few thousand pounds there will still be challenges to overcome.
One very interesting example was the Chemical Brothers music video in which they had to overcome a very difficult problem, the budget was only ten thousand pounds and they had to make a woman appear as if parts of her body were being replaced with 3D printed parts. First they had to get a precise scan of the dancers body, and then render it in layers with multiple lidar cameras and GoPros in order to create a map of the scene and to allow the editor to work with complex layers.
If there are problems that arise it is wise to ask the producer because they will have a creative mind and will be able to help you overcome the issues.
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