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Angga Gadut and His Ways to Balance The Client’s Demands and His Creative Expressions

by Angga Gadut

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In our daily lives, it is not a rare thing for us to see video ads on our phones, TVs, computers, and social media feeds. We may feel annoyed by the number of times we are served that kind of ad but for Commercial Videographers such as Angga Gadut, that is how he expresses his creative mind while attempting to satisfy his client’s needs. Let’s learn more from him!

 

Tell us about your career journey as a Commercial Videographer!

I started as a Fashion Photographer in 2009. At that time, Fashion Videographers were underestimated but I could see that that profession could be a trend, just as I watched on the foreign YouTube and Vimeo channels.

In 2010, I began to learn Fashion Videography. I tried to create Fashion Video, collaborating with fashion designers, fashion online media, and fashion magazines. I tried to be a full-time Fashion Videographer. 

 

Commercial Video of a cosmetic brand with Amanda Rawles.

 

In 2013-2014, I worked in one of the biggest advertising production houses in Jakarta and I started to become more familiar with Commercial Videography. Combined with my educational background in advertising, I continued to be more interested in this genre and my skills and experience have grown immensely since then.

 

Do you have any tips to understand the client’s vision and produce something that is suitable to their brand identity?

In every project that I have worked on, the client had to have their own expectation regarding the resulting visual production that would help promote their products or services. This would make my job much easier.

However, sometimes the client didn’t know what they wanted, what they expected and they relied on us to come up with an idea. In these cases, my educational background comes to light and helps me guide them. What I do in this situation is I usually ask them to provide me with various data such as who their target audience is, which product benefits they want to highlight, what their brand identity is, and many others. Based on those data, I would then ask about their preferred communication approach; do they prefer a rational or emotional approach? Then, I would scour the internet to find the perfect reference for the project to finally come up with an executable idea. Shortly, using data as a basis to come up with an idea would be easier to understand and more acceptable for the client. 

 

What was your biggest challenge when handling a Commercial Video project? How did you face that?

For me, the biggest challenge when handling a Commercial Video project is to find the middle ground between an idea and what the client wants.

Generally speaking, the clients would want to focus more on selling the products or services that they offer, showing the products or the brand’s logo as often as possible, and making sure that the products appear on the video as long as possible. Even though I understand why those are important, I always reiterate that there are other supporting elements in the video that are equally important in order to connect more to the emotional state of the audience.

 

Capturing the details of food Commercial Video.

 

To handle this challenge, I usually focus more on communication with the client in the pre-production phase. I always try to explain every detail of the idea and the reasoning behind it because Commercial Video is the art of combining effective communication and meaningful visuals.

 

What gears do you rely on when handling a Commercial Video project and why did you choose them?

I am currently using Sony’s FX3 Cinema Line because it is very compact and yet very powerful. I am a fan of its internal fan feature that helps me shoot a video in the most extreme conditions such as shooting a food commercial in a very hot kitchen or recording a timelapse of a cake being baked in an oven. Such situations would definitely make the camera temperature rise uncontrollably but the internal fan of the FX3 Cinema Line is really useful for my work.

As for the lenses, I’m relying on the SEL50F14GM which can make the product or the model I’m shooting look more beautiful. I use SEL2470GM2 for its reliability in all shooting conditions and the SEL70200G2 is good for me to shoot macro.

 

What was your most memorable experience when working on a Commercial Video project using a Sony camera?

Many clients were impressed with the quality of the FX3 Cinema Line, especially because of its internal LUTs input feature. When I was shooting a video and the client was looking at the monitor to see the footage, they felt excited because they could already see how the final colors would look like.

 

Official music video of Baim and Donnie Sibarani.

 

Some of them were also amazed by the overall quality of the image I took using only the FX3 and a gimbal. It looked so simple and yet the result looked so professional.

 

Do you have any other videography genres that you want to explore more?

I would like to know more about cinematography. As a videographer, watching movies is a fun thing for me and I use it also as a reference. Lately, I have been talking with those working in the film industry and what I gained from those talks is films are very different from Commercial Video. Talking to them and also looking at how they work really ignites something in me that triggers me to want to learn more about it and I definitely want to make my own movie someday.

 

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