Overall I like viral videos because they really force you to strip an idea down to its barest components. And because there is always going to be someone smarter than you, someone who dreams up an idea you’d never have thought of that costs nothing and is resonant and relevant and fresh and unexpected, so that keeps you on your toes, creatively speaking. Of course, that being said, having budgets large enough to pay for lavish locations, tons of production design, 35mm film and multiple shoot days is great, but in this economic climate, just getting a cool project funded and out into the world is reward enough. I suppose the downside is that now everyone can make a HD video and upload it, so there is a glut of really amateurish clips out there. And everything looks the same because everyone is shooting on the same cameras and reading each others tutorials. But still, a great idea is a great idea and those clips tend to find their audiences.

Recent work has seen you venture into fashion film making. What was it that drew you to that specific area and can you describe how the creative process may differ from working on music videos or film?
Oh, it’s lovely actually. The first fashion films I shot were very simple experiments.

Thus far it has been more about capturing a look and mood than anything else. I hope to do more fashion films though, possibly shoot a video look book for an up and coming line. As much as I love fashion, I’m still a novice in that realm, so there is a lot of learning to do.

What’s the dream?
Well, I’ve put in some time in hip-hop and lived out my childhood rap fantasies but I’ve sort of moved on, actually. I’ve worked with some of my heroes but there is a whole world outside of that space and it is very easy to get typecast. So my focus these days is more directed towards viral videos and commercials, with an emphasis on comedy and unexpected visuals. Come to think of it, I think I’m partially living the dream already. At this point, it would be great to weather out this awful economic downturn with my creativity intact and to be able to continue bringing my visions to life and to collaborate with amazing people. If not, I’m happy with a readily accessible bowl of Pho and a good book.

Interview by Steve Williams

andrewgura.com
Photography: Sean Marc Lee