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Clara Aranovich from Nunchaku Cine: There is more creative freedom in videoclips than in commercials
4 de febrero de 2016
Clara Aranovich, member of the Nunchaku Cine team, recently directed the video Perth for the musical group Beirut and explained to PRODU that creative freedom is one of the differences between directing a videoclip and a commercial. “Videoclips are known for being more abstract and creative in several ways. They allow the director to cross aesthetic, narrative and technical boundaries. Commercials are typically more meticulous. Every decision, such as the color of the actor’s shirt, is carefully made by several people. This isn’t usually the case with videoclips, although it could happen, and it all depends on the record company or the artist” she said. She explained that before assuming each project there must be a connection with the artist or brand. “There is so much work and dedication in each piece the director commits to. That’s why the more you identify with the project, the better it turns out. Regarding Perth, I´ve been a fan of Beirut for a long time. In fact, the first film I made in film school was prepared around one of their songs. That is why it was very special to be able to collaborate with them.”The shooting took place in two days in locations in the National Yosemite Park and in Santa Monica and the edition was done in two weeks. “For me, Yosemite is one of the most sacred places in the world, and filmmaking is my religion. The combination of both is profoundly sacred for me.”
