A IS ONLY AS MIGHTY AS

As the winds of change gust through the industry, Flying Start’s Sam Mccauley argues that it pays to hold onto some of the well-established truths that were shaped over the last three decades.

There’s a perception at the moment that an iphone pointed in the right direction can take the place of the production companies and the fees that accompany them. It’s a belief largely driven by the explosion of user-generated content (often shot in amateurish conditions), which viewers chew on, insatiably, every day. In this new—and sometimes grainy—media context, brands have started to consider whether they need to invest in experienced production companies, sometimes opting for the cheapest option available instead.

Flying Start executive content producer Sam Mccauley understands the appeal of looking to cut costs at a time when budgets are spread thinner than ever, but advises marketers against casting aside experience in favour of shiny tech trinkets.

“Owning a pen doesn’t make you a writer, in the same way that owning the latest HD camera, drone or 360 rig doesn’t make you an expert in film making.” he says.

“An expert is someone who knows when to use these technologies and why it adds value to the overall piece.”

This expertise can’t be bought at the end of a long queue outside a department store; it’s built over years and honed in the editing suite. This development of production expertise has been a 27 year process for Flying Start, which started when the company first opened its doors in 1989.