black-lab-films

The Origins Of Myth - How to build your brand story with Black Lab Films

Mon, 13 Nov 2023 09:43:15 GMT

The Genesis of Myths

Since the dawn of human existence, myths have woven intricate tales that bridge the gap between the known and the unknown, the tangible and the ethereal. These stories, rich in symbolism, mystery, and universal truths, offer insights into the very essence of our species. As we journey through the annals of history, it becomes evident that myths are not mere fables; they are the echoes of our collective imagination and the most profound manifestation of human expression. Black Lab Films were founded in a belief that story-telling is central to forging a brand- audience, and in turn a brand-community. It doesn’t matter how far we venture into the future, armed with future tech, story still matters. It underpins strategy, communication, cultural identity, and our personal relationships.

The origin of myths is rooted in the primal need to make sense of a world that often defied understanding. In ancient civilizations, myths served as narratives that explained natural phenomena, human origins, and the intricacies of existence itself. They were the early attempts to comprehend the enigmatic forces that shaped the universe and to imbue everyday life with a sense of purpose and meaning.

We still search for that meaning today, but now it’s through our favourite Brands, which are so much more than three dimensional purchases, products we hold in our hands, or services that we use, as if mere mechanics, they are emotional lifestyle beliefs, values and experiences – they are the purpose and meaning of myths capitalized!

The Myth-Making Mind and the Camp-Fire Story

Black Lab Films recognises how integral the creation of myths is to human culture, intrinsically tied to the human psyche's innate proclivity for storytelling. Our ancestors, devoid of scientific knowledge, turned to stories as a means of communication and preservation of knowledge. The human mind, wired to seek patterns and connections, found solace in myths that linked celestial bodies, seasonal changes, and the ebb and flow of life.

Fast forward a few thousand years and your Brand strategy isn’t any different, you too need to discern those same patterns and connections, speaking the language of your community, so they can speak your language – the language of your brand.

Storytelling, the foundation of myths, is arguably the most human of expressions. It predates the written word, harking back to a time when oral traditions were the primary mode of transmitting knowledge. It is through stories that cultures were preserved, wisdom was shared, and communities were bound together. Storytelling is a cultural inheritance passed down through generations, perpetuating values, beliefs, and identities.

Now, our highly advances civilisations are linking ideals, creating a happy cultural brew of beliefs and values, which speak to, and draw in a ‘brand community’, as if gathering around a camp-fire to listen in to their own ‘brand story’, their own ‘brand myth’.

Black Lab Films believes every brand needs to know their own camp-fire story. Because even with all the progress we’ve made and continue to make, story-telling provides us both comfort in the now, an axis around which we confidently focus the trajectory of our lives. Our analogy of camp-fire story is based on the power of ‘exponential sharing’, the power of story-telling in a community. If you can inspire each member of your brand-community to light their own camp fire and to share the story they have just heard, then your brand story will tell it’s own story, like an ember being carried from camp to camp.

The Universality of Myths

What sets myths apart is their universality. While cultures and civilizations may differ, myths transcend geographical and temporal boundaries. This universality speaks to the core human experiences that myths tap into – love, loss, heroism, and the eternal struggle between light and darkness. The archetypal figures that populate myths, from the hero's journey to the wise old sage, resonate with us because they reflect our shared human condition.

Again we can see those powerful echoes between myths and brands, distinguished through powerful archetypes, psychological and emotional hero figures, to which we relate and aspire too. By focusing on this insight, drawing a powerful parallel between myth and brand, Black Lab Films can super-charge our clients communications. Every brand needs a hero, a belief or value, around which they craft their stories. It’s important to know your brand archetype, and then originate a unique hero around it.

Myths as Cultural Mirrors – Your Brand Community Is Your Brand

Myths not only reflect the universal human experience but also serve as mirrors to the societies that birthed them. They reflect cultural values, societal norms, and collective aspirations. In this capacity, myths assume the role of a cultural compass, guiding individuals and communities through life's complexities.

And just as myths were essential in ancient times, forging communities under one banner, one belief, one bond, they still have that same enduring power. Brand communities share the same myths, worship at the same alters, believe in the same Gods. Even when we look at the big sports brands, from Nike to Adidas to Under Armour, their brand communities don’t just prefer these brands, they’re the ardent zealots of these brands, precisely because they have been swept up in the myth. Nike was a goddess with wings, depicted souring above mere mortals, what better myth to extol your own possibilities!

Every brand has the power to build their own myths, their own zealots and thus a community. Your brand has to subtly promise the world, enthusing your audience with the mythic proportions of the brands story, and your audiences role within it’s narrative.

The Evolution of Myths in Modern Times

In the digital age, myths have found new avenues of expression. While the mediums have changed, the essence remains unaltered. Social media platforms, films, books, and other media outlets continue to propagate the timeless themes and archetypes that define myths. Modern myths, too, seek to offer explanations for the complexities of our world, whether through science fiction narratives or urban legends.

Black Lab Films embrace the challenge of being myth makers in the digital age, integrating this myth making camp-fire approach to every facet of a campaign, from strategy, to creative, to the art of story-telling and the practice of image-making – after all, isn’t our singular objective to make believers of non-believers, to convert mind-sets, to change our audiences values, and to create a brand community that become our clients story-tellers, so that the brand story becomes it’s own spark, it’s own camp-fire story.

What’s Your Brand Story?

The origin of myths is a testament to the innate human yearning for understanding, connection, and meaning. As the most human of expressions, storytelling through myths binds us across time and space, transcending cultural boundaries to unite us in our shared human experience.

If you don’t know your brand story yet, if you don’t have a myth, then you don’t have a pure brand. You don’t have a mythic truth, from which the story can be spun, on which a community can hang their hopes, and build their values and beliefs around.

Your brand story is the next step in your brand, even if you have your values and beliefs fully formed, story is the agent of sharing those beliefs and values.

Through story we venture into the realm of the imagination, where the boundaries between reality and fantasy blur, unveiling the timeless truths that lie at the heart of human existence and which can create your brand community, who knows even a global community! So maybe one day we’ll all be sat around the same camp-fire! And maybe Black Lab Films will be telling your story.

UK's Top Commercial Productions Companies and where we rank!

Mon, 23 Oct 2023 12:31:38 GMT

Black Lab Films - Dreaming Big!

Black Lab Films have always been big dreamers, and we've driven hard to rub shoulders with some of the best UK commercial production companies, working with the biggest, best and coolest brands. The UK’s vibrant creative scene is home to a plethora of commercial production companies that excel in crafting compelling and visually stunning content. These companies play a crucial role in bringing brands to life through innovative storytelling and cutting-edge production techniques. In this blog, we will explore some of the top commercial production companies in the UK and delve into what sets them apart from the competition.

1. Rattling Stick

Rattling Stick is known for its diverse roster of directors who specialize in various styles, from cinematic narratives to quirky and offbeat commercials. Their commitment to fostering creativity and diversity allows them to produce commercials that resonate with a wide range of audiences. This company's ability to adapt to various client needs while maintaining a strong creative vision makes them stand out in the industry. But more than this, their creative integrity, and a curative sense of singularly brilliant work, is what the creative team at Black Lab Films most admire. We don’t just work on any old brand, we reserve our creative energy for the brands we love, those with bold and beautiful visions, going where creative has never been before.

https://www.rattlingstick.com

2. Blink Productions

Blink Productions has gained a reputation for its unique approach to storytelling, blending humor, emotion, and visually striking elements. Their work often pushes boundaries, resulting in commercials that leave a lasting impact. With a roster of directors who excel in both live-action and animation, Blink Productions brings a fresh perspective to every project they undertake, a freshness and unique confrontational instinct which is also built into Black Lab Films approach. Like Blink Productions Black Lab Films believes in challenging the old, and championing the new.

https://blinkprods.com

3. Academy Films

Academy Films boasts an impressive lineup of award-winning directors who have made a significant impact on the advertising world. Their directors have been recognized for their storytelling prowess and cinematic expertise. This company's ability to attract and collaborate with top-tier talent contributes to their consistent delivery of high-quality and visually captivating commercials. And although Black Lab Films might be punching above our weight, we’re inspired to reach for the same levels of visual story-telling and directorial ownership that sets Academy Films apart. We put voice first, developing and encouraging an auteur instinct in our directors work. Black Lab Films creative team and directors put story first, discovering the narrative of the brand, before lighting the fuse!

https://www.academyfilms.com

4. MPC London

MPC London is renowned for its mastery of visual effects and post-production. Their ability to seamlessly integrate CGI, animation, and other visual enhancements into commercials has earned them a spot among London's top production companies. This holistic offering of ‘everything under one roof’ echoes Black Lab Films unswerving ambitions to offer clients a one stop service, from Colour Grading, Animation, CGI, GFX and even A.I, Black Lab Films gets it, and delivers it all. Whether it's creating otherworldly environments or lifelike creatures, MPC's expertise in visual effects adds a layer of innovation to their projects. That’s why they’re our No.4.

https://www.mpcfilm.com/en/work/

5. Partizan

Partizan stands out for its diverse pool of directors who excel in various creative disciplines, including film, music videos, and commercials. This cross-disciplinary approach infuses their commercials with a unique blend of artistry and innovation. Their ability to seamlessly weave different creative elements together results in commercials that are both visually captivating and conceptually profound.

https://www.partizan.com

6. Smuggler

Smuggler is known for its global perspective, with offices in London, Los Angeles, and other major cities. This international reach allows them to tap into diverse cultural influences and storytelling styles, creating commercials that resonate with audiences around the world. Smuggler's ability to blend global sensibilities with local nuances gives them a unique edge in producing universally appealing advertisements.

https://smuggler.xyz

7. Black Lab Films

Black Lab Films is a fast rising boutique commercial production company. Black Lab Films stands out in the realm of production companies with its distinctive and captivating approach to human storytelling. Renowned for pushing the boundaries of creativity, they have carved a niche for themselves by seamlessly blending innovation with emotion. What sets Black Lab Films apart is their unwavering commitment to bringing narratives to life in ways that resonate deeply with audiences. Their projects not only showcase technical finesse but also prioritize the human element, resulting in a harmonious fusion of art and relatability. With an impressive portfolio spanning across various genres and mediums, Black Lab Films continues to redefine the industry standard, offering a truly unique and immersive cinematic experience that leaves a lasting impact - if we do say so ourselves!

Final thoughts:

London's top commercial production companies have to shine bright, vying for space in this crowded industry, whilst inspiring those smaller boutique agencies, like our own, to keep on pushing to create great work. Whether it's their commitment to creative diversity, mastery of visual effects, or global perspectives, these companies continue to push the boundaries of advertising and storytelling. Through their innovative approaches they redefine what is possible in the realm of commercial production, leaving an indelible mark on the industry and capturing the hearts and minds of audiences worldwide. But we believe the landscape of commercial production is changing, with the digital revolution and the AI revolution now in full swing, it’s the boutique agencies like Black Lab Films, hyper-personalised, hyper-responsive, and with integrated tech teams, nimble and ready to go, that are on the rise.

Black Lab Films 'How to harness the power of DRTV'

Mon, 23 Oct 2023 11:40:31 GMT

A guide for emerging brands.

Direct Response Television Advertising (DRTV) is a potent tool for emerging brands seeking to make a splash in the competitive marketing landscape, and BLACK LAB FILMS are experts in guiding emerging brands through this often confusing first to TV journey. Combining the visual impact of television with direct response elements, DRTV campaigns can drive immediate consumer action while building brand recognition. In this article, we'll explore the world of DRTV advertising, offering insights on how first-time TV brands can achieve remarkable results.

So we’re sharing some of the knowledge, tools and the creative smarts that go into a successful DRTV campaign for an emerging brand! Are we worried we’re giving away too much? Not really, we might be pulling the rabbit out of the hat, but we’re not giving away all of our magic just yet, the real magic remains our little secret….reserved for our clients.

1. Understanding DRTV Advertising

Direct Response Television advertising is a marketing strategy that encourages viewers to take immediate action, often through a direct response like making a purchase, calling a hotline, or visiting a website. DRTV ads typically feature a compelling call-to- action and a sense of urgency to prompt quick viewer engagement.

2. Crafting an Effective DRTV Campaign

. Compelling Creative: DRTV ads should be visually engaging, emotionally resonant, and concise in conveying your brand's value proposition. Incorporate storytelling that addresses consumer pain points and presents your solution.

· Clear Call-to-Action: Clearly communicate the desired action you want viewers to take, whether it's making a purchase, visiting a website, or calling a toll-free number. The more creative and unique this CCA is, the more it will cut through the noise. That’s when you need a bunch of smart creative strategists like Black Lab Films.

· Urgency and Incentives: Create a sense of urgency by highlighting limited-time offers, exclusive deals, or time-sensitive discounts. Incentives like free trials, bonus products, or money-back guarantees can entice viewers to respond. But behind these incentives there needs to be more than a single minded sales pitch, you need to craft a sense of urgency, with highly designed visual strategies, so that these incentives aren’t just words, but deeper emotional incentives? An approach based on a deeper strategy and set of tools which are Black Lab Films own.

3. Strategic Media Buying for DRTV

· Target Audience: Identify your target demographic based on market research and customer profiles. Tailor your media buying strategy to reach this specific audience during peak viewing times and on relevant channels.

· Media Mix: Diversify your media mix to maximize reach. This includes a combination of national, local, and spot markets, as well as a blend of traditional TV and digital platforms.

· Testing and Optimization: Launch smaller-scale campaigns to test the effectiveness of different time slots, channels, and creative variations. Analyze the data to optimize your media buying strategy for higher ROI.

4. Leveraging Analytics

· Tracking Response: Implement tracking mechanisms such as unique promo codes, dedicated phone lines, or custom URLs to measure the success of your DRTV campaign and identify the most effective channels and time slots.

· Attribution: Use advanced analytics tools to attribute conversions to specific touchpoints within the customer journey, helping you understand which aspects of your campaign contribute most to conversions.

5. Building Brand Awareness

· Consistency: Whilst DRTV campaigns often prioritize immediate response, it's important to align your advertising message with your brand identity. Consistency in messaging and visuals will help build long-term brand recognition. A corner stone of Black Lab Films strategic approach is to build a powerful brand calling card, cutting through the noise, and owning the space. Black Lab Films strategic long game is about tomorrow’s numbers, not todays.

· Follow-Up Campaigns: Consider follow-up campaigns to retarget viewers who engaged with your initial DRTV ads. This could involve online retargeting, email marketing, or social media ads.

6. Next Steps

DRTV Advertising, when executed strategically, offers emerging brands an ideal platform to combine immediate consumer action with effective brand-building. By creating compelling ads, strategically targeting the right audience, and harnessing the power of analytics, first-time TV brands can achieve an impressive balance between driving direct response and fostering lasting brand recognition. Through smart media buying and a well-crafted message, these brands can harness the full potential of DRTV advertising to achieve remarkable results.

As much as our guide is a pretty full proof blue print for emerging brands, Black Lab Films aren’t about to rest on our laurels, both tech and cultural change is endemic across the media and advertising landscape, so we’re always focused on keeping apace, always evolving our strategic perspective on the vital and changing landscape of DRTV, always building strong collaborative relationships with emerging brands. So, if you're looking at your first, or next step into the DRTV world, the best advice we can give is to give us a call!

Let's make something magic, together.

Black Lab Films x National Geographic

Wed, 30 Aug 2023 15:35:40 GMT

Working with the Worlds Biggest Explorer Brand - and what other Explorer Brands can learn from them!

BlackLab Films has had the distinct privilege of teaming up with the exploration giant, National Geographic. This partnership, built on shared values, has allowed us to merge our creativity with National Geographic's commitment to discovery and storytelling.

From the start it was clear that our alignment with National Geographic's values laid the groundwork for a fruitful collaboration. Our ethos of curiosity, integrity, and authenticity resonated with their principles. This convergence paved the way for us to create content that celebrates the extraordinary while staying true to our joint commitment to honest storytelling.

A Collaborative Mindset – Never Stop Exploring

Black Lab Films approach to collaborating is a strategic and creative dialogue, without borders. Our teams joined forces to ideate concepts that capture the essence of the Nat Geo brief, exploring from the get-go, with an open minded rigour, searching for those most profound human stories, yet to be told. It’s essential for us to find an angle that feels unique to the National Geographic audience, a fresh perspective to enable their brand, and every brand we work with, to stand out from comparative brands. Combining both our subject expertise with our cinematic finesse results in ideas that are not just visually appealing but also grounded in substance, meaning more, and so mattering the most.

Authentic Visual Story-Telling

Maintaining the precision and sensitivity that National Geographic stands for was paramount to us. We take pride in crafting visuals that honour the authenticity of the subject matter. Every shot is carefully composed to convey not just a story, but a genuine portrayal of the subject's significance, in line with National Geographic's commitment to accuracy.

One of the most impactful aspects of our collaboration with Explorer Brands is the potential for meaningful change through the work – not just because it’s an ethical approach we value, but because the more meaningful your work, the more you matter. National Geographic's emphasis on conservation and raising awareness aligns with our mission at Black Lab Films. Together, we create content that prompts action and empathy. Our projects aren't just about entertainment; they're tools for positive change, tapping into the broader ‘brand community’ of activists .

Exploration in Focus

Our partnership with National Geographic lets us accompany their explorers on their journeys, capturing their efforts with an intimacy that resonates beyond the screen. From the heights of mountains to the depths of forests, Black Lab Films brings viewers face-to-face with the essence of exploration. Each of our assignments have bought new challenges and have demanded a unique production approach, throwing up a variety of challenges, very often in remote areas defined by hostile terrains. This has lead to developments in our technical capabilities, evolving our camera packages and the culture of our crews. Sometimes being on the move, with little sleep, and shooting from dusk till dawn, whilst never loosing that endeavour to push for more, demands a certain defiance, an explorer mentality.

National Geographic's confidence in our creativity empowers us to push the boundaries. This partnership encourages us to experiment with storytelling techniques, formats, and visual styles while staying true to both brands' core values.

Digital Frontiers: Evolution of Explorer Storytelling

In the digital age, storytelling has taken on a new dimension, especially for exploration brands like National Geographic. Social media and digital platforms have revolutionized how stories are told, offering unprecedented access to audiences worldwide. Our collaboration recognizes this shift, adapting explorer storytelling to capture the attention of digital-savvy viewers, embracing all platforms from Instagram to tik-tok, deepening the well of meaningful content in the least expected of places.

Inspiring Curiosity in a Digital World

The digital world is painted with a bias for trivia, throw away social media, and tripe entertainment, however we believe these platforms can be used for good! Conduits for curiosity, connecting us with people, place and the natural world. Yes our attention span is shrinking in the digital space, but there’s still a place for meaningful documentary, so no need to mourn it just yet. We need to know our platforms and harness the power of those platforms. National Geographic's reputation for comprehensive exploration, finds a new dimension as we harness the power of digital storytelling. Through engaging videos, immersive photos, and authentic journalistic narratives, we're able maintain National Geographics brand of curiosity and integrity, whilst reaching audiences who might not have been reached otherwise.

From Spectators to Participants

The evolution of explorer brand storytelling involves a shift from passive observation to active participation. Our approach to content creation invites audiences to be part of the exploration journey. This engagement goes beyond watching; it encourages viewers to explore their surroundings, appreciate nature, and understand global issues. All of these messages are all the more powerful when the work is immersive – demanding emotional story telling of the highest level, demanding technical expertise, and story-craft, from script to edit to colour-grading. A digital story is multi-layered, and so to be digital story-tellers you need to be experts in every skill-set of every layer.

Capturing Attention in Seconds

In a world flooded with content, capturing attention is a challenge, even if you’re travelling the world and finding unworldly stories. Black Lab Films recognizes this reality. Our content is designed to hook viewers in those crucial first seconds, leveraging storytelling techniques that resonate on digital platforms.

A Collaborative Legacy

As we navigate the dynamic landscape of exploration storytelling, the partnership between Black Lab Films and National Geographic continues to evolve. Together, we're not just creating content; we're crafting a legacy of exploration, curiosity, and positive impact. This collaboration isn't just a one-time endeavor; it's a testament to the enduring power of shared values and the art of storytelling in a digital age.

National Geographic's approach to multi-platform storytelling is a prime example of how a venerable brand has adapted to the digital era while staying true to its core values. Their success stems from their strategic incorporation of data, algorithms, and a deep understanding of their diverse audiences.

Data-Driven Insights:

Black Lab Films recognises the significance of data in modern storytelling. In many ways it’s not as simple as it used to be, the story you find might not be the story you tell, or at least it might not be the way you present it. When the data isn’t working, then the story isn’t working. But with all the data in the world at our disposal, it isn’t as hard as it sounds. Yes, you need to meticulously analyse data trends, user behaviours, and engagement metrics across various platforms, but this is now part of the fabric of digital story-telling. This data-driven approach allows us to identify which stories resonate most with different segments of an audience, enabling us to tailor content accordingly.

Segmentation and Personalization:

Understanding that audiences are not monolithic, means you have to employ data segmentation to categorize viewers based on their preferences and behaviors. This segmentation enables them to personalize content recommendations, ensuring that audiences receive content that aligns with their interests.

Algorithmic Recommendation:

Every Explorer Brand, big or small, has the capacity to employ sophisticated algorithms that consider factors like viewing history, engagement patterns, and user-generated interactions. By leveraging machine learning algorithms Explorer Brands can suggest related content that viewers are likely to enjoy, encouraging a digital explorer mentality. This approach encourages longer engagement sessions and deeper exploration of their vast content library.

Adaptive Content Formats:

National Geographic recognizes that different platforms demand different content formats. They seamlessly adapt their storytelling across platforms, whether it's short-form videos optimized for social media, long-form documentaries for streaming platforms, or interactive features for their website. This flexible approach ensures that their content fits the context of each platform while maintaining their signature storytelling style. Understanding this, and integrating this knowledge into the design of our story-content, allows Black Lab Films to assimilate a powerful tool set, content approach, and delivery model that pushes us to the forefront of digital story-telling.

Understanding Audiences:

Every brand harnessing these digital smarts closely monitors how viewers engage with their content. They analyze metrics such as view duration, click-through rates, social shares, and comments. This granular insight allows them to iterate on their storytelling strategies and refine their content to better capture audience attention and drive interaction.

An Explorer Brands deep understanding of its audiences comes from years of building a relationship with its viewers. Recognizing your audience comprises diverse segments, from nature enthusiasts to history buffs, scientists, travelers, and more, means you maintain a focused, personalised reach. Through surveys, social media interactions, and user-generated content, you can continuously gather insights to tailor your content to meet these varied interests.

You can also leverage real-time data to be responsive to current events and trending topics. This agile approach allows you to create timely and relevant content that aligns with ongoing conversations, ensuring that your storytelling remains topical and resonates with your audience.

In essence, National Geographic's multi-platform storytelling is a fusion of art and science. It's about leveraging data and algorithms to understand the audience's preferences while maintaining the authenticity and values that define the brand. By continuously adapting their storytelling techniques to evolving digital landscapes, National Geographic remains a trailblazer in captivating audiences across various platforms.

Black Lab Films and National Geographic collaboration is still going strong, jointly venturing to those far to reach places, to connect the natural world and the digital world through a beautiful fusion of brand-film craft. Long may it’s data prove fruitful!

New Paragraph

Camera snobbery through the ages

luke@blacklabfilms.com (Luke Raddy) — Mon, 21 Aug 2023 11:31:32 GMT

Back in 2006, I was on a shoot filming on good old Sony HDCam tape. Another film crew were filming at the same location. I knew the director and at lunch time we crossed paths and we got into a conversation about the kit we were filming with. “Are you shooting in HD?” he asked. “Yeah,“ I replied, “we’re shooting HDCam”. The director responded “Yeah, we’re shooting HD,” followed by an agonisingly brief pause and adding one extra letter “…V.”

For those of you who don’t know the significance of this "hilarious" exchange, HDCam shot on big £40k cameras, with Digi Beta style large tapes, while HDV shot on more prosumer cameras with tiny Mini DV style tapes. The quality of HD between the two formats was significant in terms of bitrate, camera sensors and choice of lenses. Smaller cheaper cameras were the lesser option compared to the big expensive cameras and my snobbery towards the HDV camera format seemed justified in technical terms at the time. Big and expensive equalled better.

However, things appear to have shifted in more recent times. Even back then, HDCam was shooting in 8-bit, at 1440 x 1080 interlaced. We are now in a world of 4k, 8k and even 12k, 10-bit, 12-bit and raw video options shooting progressive video. The lines between the quality in big cameras vs small is blurrier than ever. Although the snobbery is still there. If you are on a shoot and you’re filming with a Sony FX9, there are some crew members who scoff at the fact that you’re not shooting with a Sony Venice or Arri Alexa. But why use a sledgehammer to crack a nut?

Picture quality isn’t a necessity when telling a story. Danny Boyle, for example, shot 28 Days Later using MiniDV and Canon XL1s but that was standard definition and looked very obviously like video with blown-out highlights and very little shadow information.

Which leads us to Gareth Edwards, director of such films as the recent Godzilla, Rogue One and his debut film, Monsters. The latter film was a revelation at the time as Edwards used the smaller XDCam cameras with interchangeable lenses to shoot the movie guerilla-style. He then spent a couple of years editing and creating his own effects on his home computer. The result was a very expensive looking film at a small budget. The final feature definitely didn’t look like it was shot on video.

Fast forward to 2023 and Edwards has directed his latest movie, The Creator, a big blockbuster effects movie, which has the cinematographer of Dune, Greig Fraser, shooting with… [drum roll please] the Sony FX3. Where were the film crew members helpfully suggesting that it wasn’t a Sony Venice or an Arri Alexa? Sometimes you just need the right tool for the right job.

The Sony FX3 is the size of a DSLR with dual ISO for standard and low-light performance. When hooked up to an Atomos Ninja V via HDMI, it can shoot 4.2k ProRes Raw at 12-bit up to 60p. This makes it an incredibly powerful camera option because it’s virtually got the functionality of a Sony Venice in terms of picture output, at a fraction of the cost and a fraction of the size. It’s a full frame/large format camera, so it has that same look at the Venice or Alexa LF and with a lens mount you can mount the same professional PL mount film lenses to it as well as standard Sony FE autofocus lenses.

So, if you can get a similar look whether you’re shooting on a super expensive camera, or a small inexpensive camera, the choices aren’t as clear as they used to be. A good script, lenses, lighting and locations all make a big difference to the look and feel of a film as well; so if the camera doesn’t matter so much anymore then more of the budget can go elsewhere and you’re not necessarily making a compromise on your pictures.

Blacklab films were founded on many of the principles of the new digital revolution, geared towards high production value adverts at a fraction of the cost. We continue to forge ahead with our vision, navigating the new and exciting tech of tomorrow, putting smart creative solutions first, with a no-nonsense approach, and zero whiff of that old advertising snobbery!

Visit Wales 'My Epic Shore' Campaign

Wed, 18 Jan 2023 11:20:12 GMT

Black Lab Films were charged with creating a series of films that were crafted as intimate poetic journals that put the nations epic seascapes, beautiful beaches and coastal communities front and centre.

Our over-arching challenge was building and reinforcing a new visual identity for Wales.

Brief

Black Lab Films brief was to promote Wales to the world as a 21st century coastal destination for adventure & life-style explorers. Putting the nations epic seascapes, beautiful beaches and coastal communities front and centre of Visit Wales brand voice. Moreover reinforcing Wales as a world leading sports, adventure and cultural destination by challenging any ‘bucket and spade’ perceptions of the country with on-brand emotive story telling that inspired, moved and motivated.

Approach

We concluded that we needed powerful modern Welsh voices, vital ambassadors from the sports and adventure sector, to tell their stories. Black Lab Films response was to delve deeper, crafting journeys that felt like the intimate journals of our ambassadors, charting both the geography of the Welsh landscape in their words, and their emotional relationship with it. Having chosen well known sporting and adventure icons, so began our journey.

The journal concept gave us the opportunity to showcase the vast diversity of the Welsh landscape through a lyrical lens. We also wove the changeable nature of Wales weather into each narrative – something Visit Wales were keen to embrace with honesty, heart and vigour. – owning it, rather than trying to apologies for it. It rains in Wales and we love it.

The poetic scripts, voiced by the ambassadors, were odes to the heart and spirt of Wales.

The Result

Black Lab Films saw a 45% Increase in Visit Wales’ social media followers, taking the total close to 1m.
5 million+ unique visitors to the Visit Wales website in the past 12 months.
North Wales voted as the 4th ‘top location’ in the world to Visit, according to Lonely Planet’s annual ‘Best in Travel’ list.

Visit Wales

Smorgasbord

- Building and reinforcing a new visual identity for Wales.

WRU / Under Armour Series

Fri, 13 Jan 2023 17:13:11 GMT

Black Lab Films were behind this Nation rousing campaign, seeking emotional response with a 'catch all' creative strategy to touch every generation of Welsh fans.

Brief

Black Lab Films brief was to maximise revenue for UAS 2018, Six Nations 2019 and RWC Warm Up Games, celebrate Welsh Rugby and grow participation in the build up to RWC and beyond.

We are also charged with strengthening brand Equity, engaging new audiences in the UK and abroad, connecting with core supporters, as well as winning over the hearts and minds of old and new audiences. A future facing advert with a rousing nostalgia for the history of the Welsh team.

Approach

Black Lab Films creative needed to connect with new and old and so a concept bound in the fabric of nation and fan came to the fore. ‘This Is For The Jersey’ worked hard on many levels – touching upon the teams history, the nostalgia of past achievements, the bond between the current players and fans, and the dreams powering the future team.

The ‘jersey’ has been an icon of recognition, and a constant in the Welsh game. We decided to tell the story of what the jersey meant to each player, from each generation, past, present and future.

The Result

Black Lab Films campaign saw an uplift in revenue of 30% compared to previous sales, with the campaign reaching 2 million unique users, surpassing all the primary targets.
There was also a 20% increase in tracked engagement within the Japanese fan-base due to our repurposed Japanese language versions.

WRU Under Armour Series

Visit Wales 'Check In' Campaign - TV and Digital

Thu, 12 Jan 2023 17:17:47 GMT

Black Lab Films and Smorgasbord teamed up for this TV and Digital Campaign, capturing the vast and varied wonders of Wales. The creative strategy was curated for a multiplatform digital story-telling experience.

Brief

The objective of this campaign was to increase brand awareness and consideration of Wales as a complete package holiday, without the negative connotations of a ‘prescriptive package holiday’.

Central to Black Lab Films brief was a multi-platform series of story driven content capturing the ‘Welsh Experience’ that was both TV and Digital friendly – and which could maximise assets creating a powerful campaign designed for a range of touchpoints.

Primary KPI’s: 3 million video views, 3.9 million engagements, 91k unique visits to site. Secondary KPI’s: 2.4 million reach.

Approach

The overarching concept for the Year of the Outdoor campaign was based on imagining Wales as the best hotel in the world. Far from being a ‘traditional’ hotel based on a transitional experience Black Lab Films captured Wales in all it’s glory; tongue firmly in cheek. We showed the vast array of rich and rewarding experiences one can enjoy when you ‘Check In’ to Wales.

The Result

An impressive 51% of the videos we served were watched in full, indicating that our targeting had tapped into a highly-engaged audience. And the average click-through rate for the static traffic ads was 104% higher than the lifetime account average.
Against the main KPIs the campaign was a huge success; reaching 5.7 million unique users (+137% on forecast) and surpassing all the primary targets.
Black Lab Films showcased how an Explorer Brand approach to Tourism can super-charge your message.

Visit Wales

Smorgasbord

"I love what you are doing for Wales - you're re-defining the Nation and showing the world just how good it really is - I'm proud to play my part in this".

- Luke Evans, Actor.

Furniture Village

Wed, 11 Jan 2023 17:21:49 GMT

As a full service agency Black Lab Films conceive, produce and post Furniture Villages annual TV Campaigns, Digital & Radio, with over five hundred unique TV Clocks a year.

Brief

The objective of this campaign was to create content which worked hard on both TV and could launch the Furniture Village Brand on social media.

Our TV strategy was still very much about framing Furniture Village's ‘store experience’ as a traditional furniture retailer, driving people to visit one of their 54 stores nationwide for that ‘family shopping experience’, but with a Black Lab Films twist that could connect with a social savvy next generation of home lovers.

Black Lab Films challenge was to preserve and strengthen the established brand message and ensure ‘Store Sales’ were the ongoing measure of success, whilst dipping our toe into the social world, increasing followers, engagement and awareness with a new generation of ‘home lovers’.

Approach

Black Lab Films challenged Furniture Village to embrace a fashion influenced strategy, relocating from store to studio to achieve a more stylish and art directed approach, whilst using archive material for ‘Store Sales’ focussed messaging.

We knew to reach the online audience we had to cut through the noise with the same stylistic language as a successful fashion brand, engaging, watchable, shareable content that audiences want to be identified with – products that feel like an accessory to your personality. We captured this fashion aesthetic with beautiful product photography, sets designed with seasonal influences and colours, seamlessly emboldened by graphic messages to grab the audiences attention.

Our top and tail ‘store sales’ approach assured the brand weren’t moving away from what they did best, whilst injecting a new tone and feel, and reaching a broader social audience.

The Result

In May 2019 Black Lab Films began our journey to help Furniture Village further strengthen their brand position in a competitive market, ensuring our creative engaged a passive TV audience with strong strategy led CTA’S and high recall conceptual thinking.

Since being at the helm of Furniture Villages social campaign Black Lab Films has not only seen an increase to their online sales by 150%, our strategy and creative has been stopping thumbs with a substantial uplift in online engagement and awareness, with a huge 109% increase of unique visitors to the Furniture Village website.

Furniture Village