The renowned filmmaker Diana Chao has been reaching audiences worldwide through her directorial work for several years. Her past experience spans commercial work, short films, and even features, a few of her most celebrated titles including The Restoration, which Chao both wrote and directed, the informative short film PSA titled Violence in the Closet, and the US-China collaboration, Finding Mr. Right. As a result of her past achievements, Chao was asked to direct two key projects over the past year: an upcoming short film titled Match, and a hit promo video for an innovated product called Emora, both of which have been great successes.
After watching Chao’s first independent short The Restoration, Domingos Antonio, the producer and actor of Match, insisted she direct his forthcoming short. Chao had been referred to Antonio by Brazilian director Alexandre Peralta prior at a film festival.
“Match is a story about the apathy and the emptiness of the virtual relationships through smartphone dating apps,” Chao explained. Initially, because of her strong aversion to dating apps and websites, Chao found it humorous that she was hired as the director of the project. In order to understand the world her characters lived in and accurately depict their loneliness, Chao had to dive deep into the world of online dating and do her research via friends who regularly use various dating apps.
“I didn’t end up enrolling in any dating apps myself,” Chao said. “Some close friends of mine had been using different dating apps (Match, OKCupid, Tinder, etc.) and through them (both male and female users) I got to know the differences between the ways in which these apps functioned and how they targeted different markets. My roommate back then was planning to start online dating, so we went step-by-step through creating her a profile, held discussions involving what types of people would be attracted to certain types of photos and profile descriptions, and then tested our choices and analyzed our results.”
Chao chose to focus on Tinder the most, as the app model created for Match closely resembled the real-life dating app.
Fellow director and 1st AD, Jing Ning, who’s directed commercials for Mercedes Benz, BMW, Audi, and Volkswagen, worked closely with Chao as the 1st AD on both Match and Emora, thus receiving a good impression of her worth ethic in both short film and commercial capacities.
“Chao has a keen insight and fine sentiment,” Ning said of her coworker’s talents. “You can see those qualities in every film that she’s ever done. She created a dark and romantic tone for Match that gave the film a unique and artistic feeling. She brought out our actors’ deepest feelings to tell a story without dialogue, which exemplifies her solid directing skills.”
Match was completed in 2016 and is currently hitting the film festival circuit, including the 2017 CineGlobe International Film Festival at CERN in Switzerland, the 2016 Port Douglas Film Festival in Australia, and the 2016 Los Angeles Brazilian Film Festival in both the United States and Brazil.
Last spring, Chao completed directing the exciting commercial for Emora, a new product created by Innovart, a team of young Taiwanese inventors in the United States. In short, Emora is a smart accessory designed as a bracelet that allows one to express themselves and connect with people via color. This customizable bracelet allows one to show their style and mood by fine-tuning its colors and brightness with elegant gestures, and also has a pulsating light which fades in and out with one’s heartbeat.
The making of the commercial was comprised of a one-day shoot at a standing set at 2010 Studios in Gardenia, California. According to Chao, the amazing Art Department of the shoot was responsible for creating seven different locations within one space – an apartment hallway, bedroom, dressing room, studio, office, bakery, and café – and did so with astounding success. “Besides the prep day prior to the shoot, the Art Department was basically setting up Location B while we were shooting Location A, and striking Location A while we were shooting Location C. The encounter of a design team, which here in this case is the team that designed and created Emora, and our entire production team must involve labor, but I was thrilled by their passion and faith in their product. Without their patience, flexibility and trust on our ability of execution, this video wouldn’t have been possible,” Chao recollected.
John-Scott Horton played the lead male of the Emora commercial, though this wasn’t his first time working with the accomplished Chao. Horton also starred in Diana’s film The Restoration back in 2013.
“Truthfully, I wouldn’t have done the project [Emora] if I hadn’t been asked by Diana, but I instantly said yes because I was excited to work with her again. She used much of the same crew that worked on The Restoration and I was reminded of how good she is at assembling the team,” said Horton. “Diana is great at delegating, has an eye for aesthetic, is very efficient, and is a very effective leader. Her artistry is suited for major feature films and was not compromised for a smaller project.”
Emora was ranked as number nine in the top 17 products of CES 2017.
The CES is a global consumer electronics and consumer technology trade show that takes place every January in Las Vegas, Nevada.
Winning it’s 9th position on the best 17 products out of all of the products of 2017 shows that Emora is commercialized. With this being the product’s sole commercial, it shows the impact it’s had on showcasing and promoting the product.