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This talk by producer Brooke Dooley took place at FWD:labs Salon #75 on May 4, 2018 at Kleverdog Coworking in Los Angeles, California.

About the Speaker

A Northern California native and graduate of San Francisco State University, Brooke Dooley has produced over 100 projects since 2009, including commercials, feature films, music videos and photo shoots. She spent part of that time as Head of Development for a large production company in Santa Monica where she worked with writers and directors to package film and TV projects for major brand sponsorship and mainstream distribution. Past clientele includes Google, U.S. Navy, Hewlett Packard, Samsung and The Salvation Army, among numerous others. Her work has been seen by millions on the web and broadcast television.

Her most current narrative feature film, LISTEN, tells the story of what happens when we don’t pay attention. It’s about all of us and how we impact each other. The film has screened to over 50,000 people in North America through an untapped education market.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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This talk with writer Hunter Phillips (The Write Script Tutor) took place at FWD:labs Salon #74 on April 13, 2018 at Kleverdog Coworking in Los Angeles, California.

Hunter has worked internationally as a writer, with NBC Universal’s International Formats, has produced award-winning web series/independent content and pitched and sold a one-hour, historical drama series in 2017. Hunter’s novel, Animalgeddon, a middle-grade, sci-fi adventure, was published by Fernweh books in 2016. Most recently Hunter co-executive produced The Room Actors: Where Are They Now?, a mockumentary digital series centering on the cast of the cult film, The Room. The Room Actors series partnered with FunnyorDie.com for release in Nov. 2017 and will be airing on the FunnyorDie Amazon channel. Hunter’s company, The Write Script Tutor, provides a personalized approach to both learning the art of screenwriting and the development process. Hunter works with beginners and advanced professionals alike, offering introductory education, script analysis and comprehensive development consultation.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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Eric Satterberg is an actor who you may recognize from “This Is Us,” “Shameless,” and “Silicon Valley.” His talk covers three tips including self submitting for auditions, keeping an audition journal, and setting goals. This took place at FWD:labs Salon #73 on March 22, 2018 at Kleverdog Coworking in Los Angeles, California.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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Tim Hare is a composer and musician who has worked in production music and licensing for a number of years. His talk entitled “Get Me That Sound” taps into three tips on finding the perfect audio for your project alongside what pitfalls to avoid. This took place at FWD:labs Salon #72 on February 9, 2018 at Kleverdog Coworking in Los Angeles, California.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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  • Published in Film

Some fun facts about the Justin Timberlake “Say Something” video featuring Chris Stapleton, which was all live with no cuts:

  • The director, Arturo Perez Jr. of the Paris-based collective called La Blogothèque, hoped to do something purely acoustics, and the musicians agreed. The “concert” ended up taking “17 musicians, 60 choristers, five floors, two elevators, one camera and many microphones … shot live in the prestigious Bradbury Building in Los Angeles.” [Source]
  • All one take on Panavision C Series anamorphic, DP’d by Bill Kirstein and “ninja” operated by Ari Robbins, SOC (who did Steadicam on “La La Land”) [Source]
  • According to Ari himself, the lens was a “42-425 with an ARRI [Alexa] Mini. Focus puller was Jenna Hoffman,” who obviously did an incredible job as well. [Source]
  • One of the members of the collective, “Clumsy,” tweeted that the earpieces “were only there for them to hear each other as there were 17 musicians on 5 different floors.” [Source]
  • Pre-production took two weeks: “I walked the Bradbury Building for two and a half days—just walking through it like a crazy person. We walked and walked and talked about it,” Perez says. “What we didn’t want to happen was for this to just be a Justin Timberlake one-take video gag. We’ve been doing this for a while, and we don’t get high off of doing a one-take video. We get high off of creating poetry.” [Source]
  • Camera rehearsals surely aside, according to Justin Timberlake (and the slate at the end), it wasn’t just one shot, the video was done in just one take. [Source]

Watch it here:


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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  • Published in FWD:labs

This year we published 11 articles on film, web, and design, in addition to sharing a few dozen posts on Facebook and Twitter. Here are our favorite subjects covered this last year.

  1. John Goraj 'Adventheart'
    John Goraj “Adventheart”

    We recently produced a music film for a singer-songwriter from South Dakota. It was great to make some visual poetry for his latest album release.
  2. Viral Marketing Videos for Purple, Squatty Potty, and Dollar Shave Club
    Viral Marketing Videos for Purple, Squatty Potty, and Dollar Shave Club

    In an era of social media newsfeeds, what spots make you react, share, and comment? We found a few that blew up and got a lot of positive attention.
  3. Behind the Controversial Budweiser, Audi, and 84 Lumber Super Bowl Ads
    Behind the Controversial Budweiser, Audi, and 84 Lumber Super Bowl Ads

    Some of the 2017 Super Bowl ads were especially polemic, getting a rise out of lovers and haters, which certainly gets their efforts more memorability and air time — but how about customers?
  4. Brand-new website for Allan Havey
    Website for Allan Havey

    We had the opportunity to work with Allan Havey, one of the best stand-ups working today. You also may recognize him as “Lou Avery” from AMC’s highly acclaimed MAD MEN.
  5. One of five spots we did recently for Silk Way West Airlines
    Brand spot for Silk Way West Airlines

    We did all the post on a series of five spots filmed by Wolfe Air Aviation, giving us an opportunity to work with Boeing. Needless to say, we were on cloud nine.
  6. Proof That Money Isn't Everything
    Proof That Money Isn’t Everything

    Guest writer Jackie Lam penned a series of tips for freelancers, ranging from saying “no” to ways to stay distraction-free to focus on the task at hand.
  7. Put a Stake In It: 5 Tips for Building Tension in Your Stories
    Put a Stake In It: 5 Tips for Building Tension in Your Stories

    Guest writer Andrew Lindermann knocked another one out of the park with his story-forward tips that apply to all, using the horror film “Carrie” as an example.
  8. We Need an Open Internet
    We Need an Open Internet

    Our two cents before the FCC voted to dismantle Net Neutrality.
  9. How We Run Facebook Ads
    How We Run Facebook Ads

    Our most popular article of 2017 explored how we analyze data for clients to make Facebook’s messy advertising stats a little easier to understand.
  10. Lin-Manuel Miranda's New 'Music Film' Helps 'Get The Job Done'
    Lin-Manuel Miranda’s New “Music Film” Helps “Get The Job Done”

    Timely with “Travel Ban 2.0” all over the news, this anthem reached Lin-Manuel’s “Hamilton” heavy fan base and gave some of us something relevant for today’s issues.

Got a favorite that’s not here? Browse the archive and comment below.

Finally, check out our 10 best posts of 2016, 2015, 2014, 2013, 2012, 2011, 2010, 2009 and 2008.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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  • Published in Web

We thought net neutrality was safe when it was on the chopping block in 2014, where such a negative outcry convinced then-chair of the Federal Communications Commission (FCC), Tom Wheeler, to flip his vote and save the day.

But it’s back — a major decision is being made by the FCC on December 14th. A repeal of the net neutrality policy would favor big companies over consumers, setting back small businesses and independent filmmakers alike. What’s worse is that, unfortunately, it’s likely to go through thanks to the power of the swing vote, unless we all come together to help make a difference.

Illustrator and animator Louis Wesolowsky released this great explainer video last week and it’s one of the clearest takes on the issue currently at hand.

We’re for net neutrality. It has helped FWD:labs, which began over 10 years ago, as it allows us to keep costs down, speeds fast, and innovations moving forward.

And it’s not just web services and platforms that will be negatively impacted by the impending decision. It also affects independent film, both for filmmakers to deliver and audiences to receive. Can you imagine paying a new fee just to access sites like Netflix, Hulu, or Vimeo? Or having to mess around with package deals or bundles like what cable companies have been doing for years, upselling us on more than what we want?

We each already pay an Internet Service Provider (ISP) or mobile data carrier for a certain non-preferential speed to the internet. (Even that sales pitch isn’t always true with things like speed limiting and throttling.) Now they could actually be allowed to intentionally slow down or lock out certain sites that don’t shell out additional fees, or require consumers to pay for what’s otherwise basic access we have now.

All in all, repealing neutrality will mean higher costs for less services. It will hinder growth and accessibility. It will introduce tiered, “fast lane” services. Comcast, trying a PR stunt to appear “pro” neutrality, has already been caught deleting their promise to not adopt that kind of model, which proves yet again you can’t trust them to do the right thing with zero oversight.

Having the Internet permanently reclassified broadband as a telecommunication service would protect consumers. We need regulation that is pro-consumer and pro-entrepreneur, not more ways to line the pockets of the big guys. The FCC should be benefitting and protecting consumers, not the opposite.

What can you do before it’s gone?

Even though they may not consider it *, and may even be deleting public comments, please file your own statement of support for net neutrality with the FCC via GoFCCYourself.com, a friendly redirect from late night host John Oliver to the right part of the FCC’s website.

Click the “+ Express” link on the right. Make sure you’re seeing the proceeding number 17-108, which represents “Restoring Internet Freedom.”

If you’re A-OK being on the record, use your full name; otherwise consider the first name plus last initial.

For the comment portion itself, consider something in your own words along these lines:

“I strongly support net neutrality backed by Title 2 oversight of ISPs. Net Neutrality protects consumers’ rights to have an open Internet, where all traffic is treated equally.”

If you need a hand, you can also call their help line directly at 202-418-0193 or e-mail ECFSHelp@fcc.gov.

Need more perspective? Watch John Oliver’s take on “Net Neutrality II” from earlier this year:

* Ironically, the FCC’s own website claims that they deliberately “seek the public’s comment … (and) the Commission considers the comments received in developing final rules.” If they go against that and unilaterally make a decision that benefits their head honcho, they go against their core values.


FWD:labs
Studio + Network
@fwdlabs


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  • Published in General

Part of a series of posts about great film, web, or design artists and their work abuzz online and in-person.

Creative agency Zulu Alpha Kilo penned an article two years ago that’s still very relevant: “Say No To Spec.” In an industry filled with favors and freebies, it’s a good reminder to weigh the merits of doing work for free:

As we showed in our recent video featuring real people being asked to do spec, diners don’t fork over free meals. Personal Trainers don’t do your workouts on spec or give away their intellectual property. So why are we giving away our ideas? Like the guy in our video says, “Who would ever agree to that?” Sadly, we know the answer.

On the surface it may seem like a good idea for clients to harvest a smorgasbord of free ideas during the pitch process, but it can actually do more harm than good.

Legendary designer Jeff Zeldman recently authored a post entitled “Why Don’t Nonprofit Sites Convert?” He raises a point to ditch the focus on the about/mission/board and instead on giving the visitor what they want first, and the foundation something second:

“[P]ut yourself in the member’s shoes. What does that member wish to achieve on your website? Have you created transactions and content that allow her to do what she came to do? Have you designed and written menus, links, and headlines that help her find the content that matters to her? Forget the organization, for now. Pretend the only thing that matters is what the user wants. (Because, ultimately, it is.)

Do these things, and weave your singular, simple conversion opportunity into each screen sequence with which your user interacts. To optimize your chance of success, place the conversion opportunity at the very point where the user successfully finishes transacting the business that mattered to her. Not before (where it is only a distraction). Not in another part of the site (which she has no interest in visiting). She’s a lot likelier to sign up for your mailing list after you’ve helped her donate food to her neighbors than she is to sign up in an unsolicited popup window.”

Entrepreneur and author Gary Vaynerchuk “crushes it” with sales tips day and night. (We even profiled him back in 2008 for standing out from the crowd.) One thing he’s written recently that resonated with creatives is part of an article called “5 Best Tips For Salespeople,” where one is about just creating more content:

In 2017, there is zero excuse not to be creating content around your product, service, company or brand.

Because of the iPhone and the internet, and social media, anyone can produce and distribute. Just 15 years ago, if you wanted to create a commercial to promote your brand, you would need to spend hundreds of thousands of dollars on media and marketing. Today, you can literally use your smartphone, record a 2 minute clip and run ads on Facebook. The cost of entry has dropped 100 fold.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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  • Published in General

Money cannot buy life by solar22

So when I decided to take the plunge and pursue freelancing full-time a couple years back, I did so with the intention of having time to work on some personal projects, namely a collection of short stories. Now that I’ve been getting this itch to also write a book to help artists and freelancers with their money, and also to carve time for their creative projects, I have even more reason to scale back on freelance business to focus on these projects. And while I have enough beans saved to take a sabbatical of sorts from freelancing, I haven’t done it. Not yet.

Well, why’s that? In short: I’m scared.

This is something I’ve heard time and again. From some of my favorite money writers and personalities such as Jason Vitug of Phroogal and Kristin Wong of The Wild Wong:

MONEY IS A TOOL. PERIOD.

Yes, I’ve decided to be liberal in my use of caps and bold.

Quit yer whining, Jackie. Don’t you know there are greater problems in the world? Debt, poverty, wage inequality. Crazy politicians.

But I wanted to make a point. Even if you had that money in the bank to do whatever it is you damn well pleased. There are obstacles. And a lot of them are internal. Sure, there are external obligations, such as taking care of kids or aging parents. But let’s talk about the internal struggle, shall we?

Habits

I grew up in a workaholic family. My mom, uncles and aunts, cousins were all industrious people. When we weren’t working to make money, we were busy at home, cooking, cleaning, fixing up our homes, etc. I just visited a cousin in Orlando who was so exhausted while moving that he fell off the pickup truck.

The biggest cardinal sins were to be lazy and self. Make yourself useful!

So naturally, I was a busybody. I was one of those annoying types in high school that was part of 10 clubs and got good grades. But busybody is my go-to. Busyness is a terrible habit. I often find myself losing touch with my values, feel burnt out, stressed, and even more anxious.

It’s hard to say “no,” especially when you are trying to please others. My friend Melanie of Dear Debt just attended the GirlBoss rally, and left with this: Are you doing something just to please others, or are you honoring a value? What are your values?

These habit energies are tough thing to undo. It could take years, or decades. I’m serious. I’m fully aware of my busybody tendencies, and I have to kind of constantly monitor myself. While I am still going to be volunteering and quibbling over how to add value to the work I do, I am going to give myself permission to indulge. Indulge in saying no to social gatherings, to obligations and give myself the okay to work on my creative projects.

Love of Making Money

Money is addictive, like crack. Studies show that when you make money, there’s a part in our brain that activates, similar to taking drugs. Yes, your brain thinks money is a drug.

My good friend Alan has told me, “In 10 years, are you going to look back and say to yourself, ‘Gee, I really wish I worked more?” Nobody thinks that way. And because I try to live a frugal lifestyle, which isn’t hard when you don’t feel deprived and find abundance in your life and take joy in the simple pleasures.

And I’ve never regretted not taking a job. I want to do the best job possible when given an opportunity, but it’s not essential to take on every job? Once again it’s all about value. What is the value for doing something? What’s essential?

Confidence

Just the confidence that this is the right choice for you. It’s about trusting yourself. There’s the adage, every time you say “no” to something is a “yes” to something else. So you just have to trust in yourself. My fellow freelancing buddy Taryn talks about how just because somebody else wasn’t able to achieve what you want to do, doesn’t mean you can’t carve out your own path to making it work. So be that trailblazer.

I don’t expect to necessarily make a cool million dollars, or write that bestseller. But I am saying “yes” to something I’ve been wanting to do for a very long time. And it will come in handy. Developing the habit to say “yes” to myself, to engage in deep, focused work, and to give myself permission to toll over something I can be proud of.

Inability to Say “No”

It’s far easier to say “no” to the long-term things, like taking on a full-time job or commitment. But it’s the casual commitments that eat up our time. Attend that mixer? Sure. Check out the new watering hole down the street. Let’s do it! I just finished Greg McKeown’s “Essentialism: The Disciplined Pursuit of Less” and he had some great tips on how to gracefully say “no,” such as “You are welcome to X. I am willing to Y” to set boundaries, or “Let me check my calendar and get back to you.”

Fears

There will always be fears. If you’re alive and breathing, you’ll be afraid of something. And there’s plenty to be afraid of. I’m not certain I’m even afraid that I won’t get back on the freelancer bandwagon. But you know what? There are a million ways to earn a buck. And you’ll just have to trust yourself and deal with any repercussions, perceived missed opportunities, and the like.

Discipline

So I’ve been reading Cal Newport’s “Deep Work: Rules for Focused Success in a Distracted World,” where he talks about how the ability to focus deeply on your work is a rare and valuable skill. Especially in our day and age where we veer toward “shallow work,” such as answering emails, tweeting, meetings, and the like. But the ability to work interrupted and free from distraction is not only about having the time to do so, but the discipline.

Newport goes into detail about creating a regiment, setting time aside each day with a designated workspace. Easier said than done, right? And as we all know, managing money has nothing to do with knowing what to do, but having the freakin’ discipline to follow through.

So I’ll be starting off with 20-30 minutes of solid, Internet-free periods of work, followed by an hour, then 90 minutes, and working my way to two hours. I still need to figure out how I’m going to balance my personal projects with my freelance work, since I will still be working part-time, but that’s something that needs to be resolved.

What I am trying to say is that while money is definitely helpful and gives you options, it’s not everything. When you’re ready to do that thing you’ve always wanted to do but didn’t have enough money or time to do, you better have the habits and mindset in place to actually take the plunge.

If you had enough money to do what you really wanted, what would get in your way?

(Originally published at Cheapsters.)


Jackie Lam
Personal finance blogger helping people thrive in the gig economy


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Part of a series of posts about great film, web, or design artists and their work abuzz online and in-person.

Side projects often succeed when treated like real work. When you’re not doing it all the time, Side Project Checklist is a handy site that has things like a marketing checklist, perfect for covering the basics.

They also have some other lists like e-mail marketing tools to remind you that you’ve got options. The author encourages contributions via Github, which is an interesting approach to crowdsourcing line items for lists.

Cartoon Brew’s article, “A Beginner’s Guide To Copyright Law For Artists,” gives a nice breakdown the U.S. Copyright Office and when to lawyer up when it’s not public domain, fair use, and other cases where borrowing flies.

Shopify’s Polaris is their design system, documenting online their rules. On their color page, there’s some nice cases on how they focus attention. Overall, systems enable consistency for a company’s sites. For other web style guides, check out styleguides.io.


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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  • Published in Film

Explainer videos can be predictable. Here’s a look at a few straight-forward products that had out-of-the-ordinary marketing efforts, which in these cases went viral and set them up for success.

Purple

One of their recent “Mattress Protector” ad told their product story using a Sasquatch family as the visual hook along with some unpredictable humor.

Big Door made the ad in 2016, which reached 15 million on its YouTube upload. You can also see a behind-the-scenes video for more about it.

Squatty Potty

“This Unicorn Changed the Way I Poop” cuts to the chase. By using unicorns, ice cream, and Medieval characters, you’re pulled into the absurdity of this all, yet learn about the product and its value in no time.

Harmon Brothers made this ad with 31 million views on YouTube. They note that the company had a 600 percent increase in online sales and 400 percent increase in retail sales. As you can see on their site, they’ve done a few others just like it, such as one for Poo Pourri. Quite the niche market.

Dollar Shave Club

In 2012, to debut their company, Dollar Shave Club went with a launch video that took their company into the fast lane:

Paulilu made it with, according to Entrepreneur, a budget of just $4,500. (Ad Age also has a thorough interview.) The video led to thousands of new customers right away and helped boost the company that was recently acquired by Unilever last year for a billion dollars.

Any other favorite viral ads come to mind as oddly intriguing to watch or re-watch?


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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Hours before the latest U.S. travel ban goes into effect, Lin-Manuel Miranda’s “music film” for the popular Hamilton mixtake track, “Immigrants (We Get the Job Done)” dropped.

According to NPR, the video “was launched to help promote fundraising for the Immigrant: We Get The Job Done Coalition, a group of immigrant-rights non-profits based throughout the U.S. As part of that effort, Miranda is asking fans to post videos of themselves performing songs from Hamilton, in the spirit of the wildly successful Ice Bucket Challenge.” See #Ham4All for some of those posts.

Released yesterday, the video has already passed a million views on YouTube. Despite the video being about appreciating all immigrants, many of the social media comments are understandably political and/or polemic, dealing more with illegal immigration in particular. (The latest travel ban isn’t pro-immigration / anti-illegal immigration, though.)

Director: Tomás Whitmore
Producers: Kimberly Stuckwisch and Melora Donoghue
Executive Producers: Lin-Manuel Miranda, Robert Rodriguez, Kimberly Stuckwisch, and Ian Blair
Production Company: Diktator
DP: Drew Bienemann
Production Designer: Spencer Graves
Steadicam: Alex Kornreich
Editors: Tomás Whitmore and Alexander Aquino
Costume Designer: Christina Flannery
Casting Director: Michael Beaudry
Visual FX: Giant Propeller
Color: MPC LA
Post Sound: Unbridled Sound

[Update: The spot was shot on Cooke Anamorphic/i lenses, according to Cooke on Facebook.]


Author

Aaron Proctor
Founder, FWD:labs
Director of Photography site
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