LAW Creative recruits Head of Film

Hi, my name is Anthony Melton and I’m a filmaholic.

I love film. This is probably a good thing, as I’ve just been made the head of film at LAW Creative. Film for me is a culmination of all of my interests; photography, music, editing, writing, performing, web, it’s got it all and I love all facets of it… It’s hard work but its real fun.

My CV is packed full of print, TV, advertising, marketing, photography and web, Oh and I’ve made a few films on the side too… I cannot wait to focus my skills primarily on film and with such an awesome agency like LAW Creative.

Everywhere you look you’ll find film; schools, buses, cinemas, cabs, cars, hospitals. Film also has an abundance of off and online delivery methods; on screens, on walls, on your phone, on your computer screen at work, It’s been absorbed into the way we communicate it’s become part of our modern language.

In fact film has developed a language of its own and a rather universal one at that, one that reaches audiences far and wide, that evolves and devolves around culture and technology. It’s been this way for some time, but right now it’s exploding like a Michael Bay movie, due to a long awaited convergence of technologies and access.

If you haven’t already it’s time to engage with film/video, as it’s predicted to occupy up to 80% of all online content by the end of 2012, which means competition will be tough, but not unbeatable armed with strong strategy and idea’s.

Idea  is central and whilst I wouldn’t refer to it as a virus, citing Christopher Nolan’s ”Inception”, I would suggest that planting a strong idea at the heart of any film or project will ensure success much more reliably than being overly reliant on spending on unnecessary frills and technology.

Look at the Winner of this Year’s Best Picture OSCAR and BAFTA. Michel Hazanavicius’s “The Artist”.  We are supposed to be amidst the technological revolution of whizz bang expensive 3D film. So how is it that a regular 2D, black and white, non-widescreen, Silent film can pick up the Academy Award for Best film in the US and UK?

I’ve just finished a day’s filming with Keith, Louise and Josh for their, well our client; Holiday Inn and it’s evident that the creative minds behind video and film at LAW Creative are really interested in solid ideas with engaging narrative. Their most recent shoot was crafting something that is in no way an exception to this. I even did my first spot of directing, so watch this space.

Roll Credits. Plan Sequel.