I began my filmmaking journey as many have, with an obsession for my parents’ video camera. Every moment I could get my hands on it, I was filming something.
Instead of charging around the house with the camera, my mum suggested I make a film. This was a great idea. With the help of my brothers and friends, I started making films and loved every minute of it. At twelve years old, I knew what I wanted to do.
This was a simple time in my filmmaking career. I made a one-hour wrestling film, an epic martial arts revenge film, a very strange first-person-shooter homage film, and even a comedy sketch show. It was great. I was making whatever I wanted. Was it very good? Was I learning anything? None of this was on my radar.
The years ticked by and the looming shadow of ‘the real world’ crept slowly towards me. I went to college to study film. Three years went by – I left college and tried to get a job in film but living in Derbyshire meant opportunities were few and far between, so I got a job making sandwiches.
I was still the same filmmaker I was at twelve, albeit a very different person, but still a filmmaker. So, I started making ‘serious’ films.
Fast forward fifteen years and a lot has changed. I still direct short films – as well as corporate films, music videos and films for international brands. At a certain point during my transition to ‘serious’ filmmaker, I realised there was a question I couldn’t answer: ‘why am I making this film?’. I would spend a year making a short film. A year of hard work, determination, passion. Everything I knew a filmmaker needed. I’d finish the film and then think…now what?
I’d show it to my family, who’d say it was good. I’d show it to my close friends, who’d say it was good. I’d put it online, and more of my friends might see it, and tell me it was good. Then I’d start writing a new film and begin the process again. My next film would follow the same steps and get the same reaction. I was neck deep and treading water like crazy. Something needed to change.
Today, when I take a brief from a client, they always fail to answer, ‘what is the objective of the film?’. In other words, why are you making this film? In the corporate world, we of course always need to measure whether the film hits its objectives and therefore having these crystal-clear from the beginning is imperative.
I started to ask myself why I wasn’t being as rigorous with my own work. Why wasn’t I asking myself the most important question every time I began a project – why am I making this film? And not just why this film, but – considering what’s behind me and what’s yet to come – why am I making this film right now?
It was asking myself these questions that led me to seek out the opportunity to direct a music video – a common endeavour for many a young director, from David Fincher and Michel Gondry, to Brandon Cronenberg and Corin Hardy.
So here I am, about to make a music video. But why? I wasn’t doing it because I like music and it looks fun (although that was also true), there was a watertight strategy behind it.
What are my objectives for making this film?
- Gain new skills and confidence by extending my craft to areas unknown.
- Demonstrate to producers that I am flexible in how I work and can adapt to different projects.
- Build relationships to pursue further opportunities.
So, what exactly was my rationale for each of these objectives and how was I going to achieve them?
1) Gain new skills and confidence as a director
This was a big one for me. I’m a nervous director, but I feel myself grow in confidence when I’m in the middle of a project, especially when I’m out of my comfort zone. When the music video was awarded to me, I threw myself into every aspect of it. I didn’t shy away from training myself to make the best video I could make. I’ve since directed another video and I’m more confident than before.
2) Demonstrate to producers that I can work flexibly and adapt
I make it as easy as possible to see that I’ve directed for established, signed bands by highlighting them on my website, IMDb, social media, etc. It shows lots of things, even if they don’t watch the videos. Don’t hide your selling points, make sure the right people can see them.
3) Put myself in a position to pitch for other music videos
To really solidify the earlier two points, I need to direct more than one video. As soon as I’d directed one, the ball was rolling, but it won’t roll by itself. I reached out to the label and the band and made sure they knew I’d love to work with them again. I can now use my contacts and my work to pitch for other projects.
With two music videos under my belt, I can say for sure I did have a lot of fun making them. I love the music, had a great time collaborating with the band and I’m very excited to start a new video. Without a doubt, every project I work on needs to be enjoyable and creatively fulfilling. But to drive my career forward, it must be much more than that.
When I work with corporate clients and brands, I’m looking to collaborate with new people to build my contacts, work in different styles to expand my experience, and work with well-known brands to show the breadth and credibility of my work. When I make a short film, I want it to reach as wide an audience as possible, so I target respectable global streaming platforms like Filmzie (currently streaming Ruptured, NightmARres, and The Man in the Living Room) or DUST. I also make sure it crystallises my approach to directing and demonstrates what I can do. Every individual project has objectives, no matter the project.
I may be much further along in my career now, but I’m always checking that I’m not treading water. When embarking on a new project, or beginning a new script, or signing on to direct a new music video, I take a step back and ask myself – why am I making this film? Once I can answer it, then I must make sure I can achieve the objectives. That’s when the hard work begins.
James is a British writer, director and producer working in film, branded content, and music videos. His short films have screened around the globe and are currently streaming on multiple platforms.
