Fishing for the next level

– But could we still lift this story to a new level?, my colleague said after a pause.  

 I knew it was coming. I didn´t want to hear it.

– Sure, I reply with a sigh. So you want to blow it up?

The “Blow it up” mindset

At Smak, we´ve consciously decided to adopt a “blow it up” -mindset. After we think we are satisfied, and seemingly exhausted the creative options for a given video concept, script or even an edit, we ask ourselves once more: could we still do something very differently that could take things to a next, better level? Better, at least, in our minds.

This method is wildly uncomfortable and I hate it. But I´m so happy we do it.

Instead of cracking open a well-deserved beer, then, you crack open something you thought was ready. Slaughter your darlings perhaps. The most opportune time for this is in the script development phase. Moving into production and post production, choices are more locked into place. Of course also an edit can be totally reconsidered or even partly reshot, if time and budget allow.

Case in point: Omakala

Our long-time collaborator, Luke (Natural Resources Institute) tasked us with a video concept for their new app, Omakala. The brief was to catch the attention of the target group, freetime fishermen, and inform them of the launch of a new app benefitting both fishermen and researchers.

We´d drafted a nice concept relying on beautiful fishing imagery and a classic informative voiceover. Then came the dreaded question: how can we blow it up to make it much better?

In a way, that moment can be a liberating one, like trampling on a sandcastle. All options are suddenly available to you again.

Getting a taste of our own medicine

We started toying with a new idea. What if we, as a film crew, knew nothing about fishing and nature? What if we were totally clueless about the world of the target group? What if, actually, you could see that hapless crew of fools trying to film an experienced fisherman? A kind of meta-comedy!

The idea gave us goosebumps. Luke, brave and media-savvy as they are, warmed up to the idea instantly!  It was then we knew we´d have to put ourselves on the line and act the roles of the film crew, mainly because of the budget. Now, we are not actors but we realized we could pull it off in a deadpan comedy genre.

The result was the most fun we´ve had on set in a long time. Perhaps some of that rubbed onto the finished video as well!