Impact Makers - How video editing sharpens creativity, with Joshua Johan, Senior Art Director

At Lion & Lion, giving our people opportunities to grow is deeply embedded in the way we work. Our new Impact Makers series focuses on how our Lions make an impact in their professional and personal lives through stories that share their growth and experiences.

Senior Art Director Joshua Johan had an unusual career start here at Lion & Lion. In addition to developing design work, he was also responsible for editing and shooting videos. This foray into filmmaking has sharpened his creative skills, giving him new insights and ideas on how to apply creativity across all aspects of advertising.

Describe your experience in planning and editing videos. What did you like best and what were some of your biggest lessons along the way? 

The most important lesson was learning how different audiences think and process the information they receive from videos. In other words, when making a video, I always try to look at it through the eyes of a potential viewer, rather than my own as the creator. Eventually what I like is literally the output itself, as it’s always fun and entertaining for me to press the button on Premiere Pro and After Effects, and admire the hard work I have put into every project.

What are your thoughts about using film in advertising campaigns? 

Do not go into film unless there’s a need for it. Make sure that it’s truly worth the investment because it’s the best medium for your idea – not because you’re just riding on the video trend. 

What’s your list of films that all creatives should watch. 

Midnight Mass. A masterpiece, from the script, to the acting, scenes, and of course, the moral of the story.

Arcane: League of Legends. This is a series and not a film, but I really like how Arcane utilises animation to create an imaginary world that defies reality. 

Scott Pilgrim vs. the World. One of the best comic book adaptations in my opinion. It is 100% fun. Back in the day when it was released, it gave me a strong impression on how a live action movie could look like a video game with all the special and visual effects and camera angles.

A Quiet Place. I find the ‘out of the box’ storytelling fascinating. From this film, I learned that you can tell a story without any speech. 

Midsommar. It's interesting to see how the filmmakers turned horror into something aesthetically beautiful. 

Essentially,I really enjoy something that is out of the ordinary. In a sense, all of the movies in the list above broke my expectations in a good way, by giving me lots of mini-surprises.

How would you balance creative expression in video production with the requirements of the client? 

In the end, clients also seek creative expression as well. If we (as the agency) are aligned with the client, we are not so much looking for a balance, but for creativity together. That said, understanding the needs of the client is the first task that is crucial for a successful video, followed by understanding the brief. If those two are carried out properly, then there’s no need to balance creativity and requirements as the project is about creating a masterpiece together with the client.

What advice would you give to someone who is keen on joining the creative industry? 

The ‘creative industry’ is a broad term as there are a lot of career pathways within this field ‒ branding, website development, advertising, video production, etc. Make sure you understand the differences and expectations before choosing the one that appeals to you most.

Impact Makers is a series that goes behind the scenes of our Lions, exploring their passions, motivations and aspirations in the creative industry.

Interested in growing your career in a creative agency? Get in touch with us today.