Wed, 16 Jun 2021 15:46:52 GMT
Jono is an accomplished DP/directer that creates stunning visuals that have a rhythmic pace and exciting flow. His background in dance and photography are combined in moving images making everything from Food to Fashion leap off the screen. Jono has worked with brands such as McDonald’s, KFC, Rockstar, and Dove to create dynamic and exciting ads.
Name: Jono Lawley
Repped by/in: Frank
Jono> I'm often asked to make food look exciting and dynamic. We love to put human traits onto inanimate objects, and I like when I find opportunities in scripts to explore this. Sometimes it’s built into the script, sometimes I have to find it. But there is always a story to tell in every shot, even if it’s a tiny one.
Jono> I like to bring a visual style and flow to my work. I start my treatments with a vibe, something that ignites my creative process; this might be a piece of music, reference videos or photos and I use that as my launching point. I'm mindful of not attaching myself to that reference allowing my mind to come up with new things. I think about how movement is going to be incorporated into the edit and I try to do things that I haven't seen before. I also like to pay close attention to environments. Is this a clean tabletop? in a situation during a family dinner? and how does this help the visual story? These are all questions I try to address in my treatments.
Jono> If it's a brand I'm not familiar with I always start with connecting and asking questions to the agency and client. I like to get as much background information as I can. When doing research on my own I see if there is content for the brand in other markets I can find and from there I decipher what is going to remain similar and what will be a departure but still within the brand’s aesthetic at its core.
Jono> It's most important to me to have a good relationship with the CD and creative team. Trust and being on the same page are the keystones of making a good ad. I like when we can all get excited about an idea and when everyone is allowed to bring their strengths to the table.
Jono> I’m drawn to a project that gives me the opportunity to create a visual flow. If this is food or fashion. Camera movement paired with music, editing and style. Some people might think that these are very different genres, but I look at them as a visual dance of images and I think that holistic approach shows in my work.
Jono> I don't want my work to be looked at as just food stunts. I feel one thing about my work that stands out is the organicness (not sure if that’s a word). Food should never feel 'controlled' . Drips and splashes should never be distilled down so that they are the same every time. I know people like to use a lot of fancy robots to splash food around but I think that really takes away from what a real mess should be.
Jono> I have never worked with a cost consultant, but I am sure my EP’s have and they just don’t tell me.
Jono> Luckily I haven't had any experiences (thus far) that I would classify as crazy, and yes I have shot animals & kids, sometimes simultaneously.
Jono> We all know that that balance is a tough one to get right. And when it goes well, it is when the real magic happens. I’m a big believer in the “too many cooks in the kitchen” adage. Confrontations on set can derail production, if things are going in a direction I think might not work I make sure that my concerns are heard and offer options for all of us to work together on how we can steer it back on track.
Jono> I love the idea of opening up the production world to a more diverse pool of talent. I'm a believer in the more pencils people have, the more voices we hear, the better the stories will be told.
Jono> To keep numbers on set low we have had to strip down crews, luckily I have always had an affinity for smaller crews, so moving forward I think this is something I will continue to implement. I think we have also worked out a lot of the kinks in remote shooting capabilities, this will enable shoots to happen in various locations that might not have been possible prior to the pandemic.
Jono> Being a DP/Director one thing that is always on everyone’s mind is aspect ratios.
I believe there is always a solution if that is double shoot, or shoot in 8k and crop or add space in post. This has always been an area I feel very confident in.
Jono> I'm a big fan of all things new and tech. Trying fun and interesting ways to look at food from different perspectives with new toys is always fun. Also with new formats or new cameras that enable you to tell a story from an interesting point of view. I like trying to use this in a new way that might not have been possible before. Lots of brands are looking to create new and interesting ways of presenting, ie interactive or AI visuals.
Jono> We are going to just share the sizzle