The Art of Craft in Video Production - Part 1 | Spin Creative
The Power of Craft in Video Production – Part I
Jul 2012 06

The video and film production business is in a state of relentless flux. There are always new technologies, improved equipment and ever-evolving notions of what’s “hip” and what’s not. At Seattle’s Spin Creative, there is one constant in every project we produce and that is CRAFT. Trends come and go, gear is frequently replaced – but CRAFT is eternal.

What do we mean by Craft and why is it so important to us? Why should it be important to you? Here at Spin Creative, craft is the sum of all the small decisions that ensure the highest quality in every aspect of the production. This goes far beyond the actual excellence of the visuals themselves. In this aspect the quality range has never been as broad. On the high end (at least this week) the Arri Alexa Cinema Camera offers the look and feel of a Hollywood film at a far more reasonable cost. On the low end, the ubiquitous cell phone camera shoots video of varying quality and even offers editing software, making every consumer a potential video producer. Which approach best represents your company?

As discussed in our previous article post, “Choosing the Right Video Production Company,” it’s important that companies find the right video production company. It’s equally important that video and film production companies find the right clients. A compatible match definitely avoids potential misunderstandings, most of which revolve around the notion of craft. In the next blog post in this series, we’ll begin to explore the elements that we believe define craft.