Midland Center for the Arts
The Midland Center for the Arts kicks off each new season with a special event in which the upcoming year’s biggest attractions are unveiled.
They asked for help producing an exciting video that could start the event on the right foot by highlighting the incredible range of activities that happen at the Center.
See You at the Center
We structured the video to match the feeling of attending a show at the Center for the Arts.
It opens with quiet preparation. Sound technicians turn on their gear, actors apply make-up, and musicians tune their instruments.
As the crowd enters, anticipation builds. The lights in the theater turn dark. In the brief silence, the crowd waits with bated breath.
The show begins. It’s a wondrous sensory overload of science, art, and music. The pace accelerates until reaching a manic crescendo. Just as the video achieves its feverish peak, it comes crashing down to the sound of applause.
The sheer variety of exhibits, performances, and classes at the Center for the Arts presented a challenge. It would be impossible to film it all, especially within the tight deadline the project posed.
Luckily, we’ve worked with the Center for years and have amassed a library of relevant footage. Mixed with footage provided by the Center (and a handful of shots we captured specifically for this video), we were able to convey their overwhelming breadth of offerings.
The video earned a gold ADDY and Judge’s Choice honor at the 2019 Great Lakes Bay ADDY Awards.
Out of all the work I reviewed for this year’s ADDY Awards, this is the piece that made my heart race. I’ve watched it many times since, and showed it to my team as a great example of the power of editing precisely to the beats and build of a musical composition…It takes real talent to assemble over 100 clips taken over many different dates, in radically different lighting with different styles and different shooters, and make it all gel.