Living in an age of information overload brands need visual content creators who are able to create images and videos that strike a viewer on an emotional level and quickly tell a story. Videographer Rosanna Peng is one innovative visual storyteller who’s managed to leave a lasting impression on audiences with the stunning projects she’s created for brands such as J.Crew, New Balance, Canon Canada, Etsy, MTV FORA, The Creator Class and many more.
Originally from Vancouver, Canada, Peng’s artistic approach to visual storytelling draws viewers in and elicits an emotional reaction within them. Last year she was hired to shoot and edit the J.Crew on Film: J.Crew X New Balance® 997 Butterscotch video that launched the collaborative J.Crew x New Balance 997 sneaker. Featured on popular online platforms such as High Snobiety and Hype Beast, the video Peng created takes viewers inside the New Balance factory and reveals the making of the new shoe in a way that humanizes the brand and gives personality to the shoe. Through her ingenious videography and editing, Peng managed to make the inside of a shoe factory look visually stunning, something not many people are capable of achieving.
“I was trying to take the viewer through the journey of seeing the shoe being made by real people then worn in an editorial environment. I wanted to show the craftsmanship of the shoemakers,” explains Peng. “I colored the video tones to compliment the shoe’s tones and textures. The pace of the video was intended to build up the excitement for the viewers to when the shoe is revealed in the final setting.”
Her methodical approach and visual artistry definitely nailed the mark; and considering the viral success of the video for the New Balance 997 Butterscotch shoe, it’s not surprising that Peng was tapped by the companies once again to direct and edit the video for their collaborative J.Crew X New Balance 997 Cortado, which was released shortly after the Butterscotch. With the term ‘cortado’ referring to a coffee drink made of equal parts espresso and warm milk, Peng connected the process of the making of the drink with the new shoe.
She says, “I wanted to convey the art of coffee-making and parallel the creation of a cortado to the beauty of the Cortado shoe. I did this by capturing every step of the cortado-making in a creative and beautiful way, then editing in footage of the shoe to emphasize the textures and tones to the shoe. The pacing and jazz track for the video is a modern spin to the art of espresso.”
From the rattle of the beans being poured into the grinder all the way up to the desirable and creamy finished drink, the precise shots, angles and cuts she used create a feeling of anticipation, a brilliant strategy that effectively connected the anticipatory feeling elicited within the viewer over the coffee to the upcoming release of the Cortado 997.
Capturing the personality of the brand while making the videos relevant and visually appealing to viewers, Rosanna Peng’s work for the J.Crew/ New Balance collaboration is the perfect example of how a master videographer can make the difference between a brand’s message actually breaking through the saturated digital market and making an impression, or being passed over by consumers without a second thought. Clearly Peng’s work lands on the side of the former.
Aside from being exceptionally skilled when it comes to shooting and editing videos, Peng’s international success as a videographer is due in part to the versatile nature of her creativity combined with her keen knowledge of current trends and the understanding of what will pique the interest of specific audiences.
As a lead videographer for MTV FORA, a hip daily blog from MTV Canada and Clean and Clear that covers fashion, beauty, lifestyle and the best of MTV, Peng created a diverse range of videos focusing on everything from fashion and beauty tips to giving viewers a behind the scenes look at photo shoots.
“I enjoyed the freedom the FORA team gave me. They really trusted my creative vision and gave me the opportunity to expand their potential on their youtube channel,” says Peng.
Thanks to her ability to create edgy visual stories that appealed to MTV FORA’s predominantly female millennial audience, the quirky and upbeat videos garnered thousands of views on the popular blog, as well as their YouTube channel. Accompanied by short blog posts, the videos she created, such as Becoming FKA Liz 101, #WCW: Phoebe Dykstra and Audrey Kitching and Natural Beauty DIY: Pumpkin Facial, add a fun and youthful flare to the FORA site that effortlessly keeps viewers engaged while telling interesting stories.
Peng says, “During shooting and editing, I would capture funny and offbeat moments that would make the video more unique. I was able to draw from my graphic design background and edit each video to pair with the accompanying article’s look and feel. The unique combination of design with videography is the merge of my previous experiences as a graphic design student and a videographer.”
For the 30 Shades Of Lips with Liz Trinnear video Peng shot model Liz Trinnear in 30 different shades of lipstick from makeup brand Obsessive Compulsive Cosmetics. While the idea of watching someone try on 30 shades of lipstick might not sound all that interesting, Peng’s shots of Trinnear doing silly poses in each shade combined with her edits and the music she chose made the video incredibly fun and engaging.
She explains, “I laid out the video timeline for every shade and paced the video so the pacing would go from, in regards to Liz’s poses. This spaces out the video and makes it engaging to watch as it has a pulse to it as well.”
One of the aspects of Peng’s talent that makes her such a rare and impactful videographer is her tremendous editing skill. From the New Balance videos to those for MTV FORA, it’s easy to see the way her edits affect the mood and style of the visual story being told. While her cuts on the New Balance videos are virtually invisible and the shot transitions flow seamlessly creating an almost visceral romanticized feeling, those for MTV FORA are the polar opposite. Her inclusion of bold and brightly colored graphics and the often abrupt and in your face nature of the cuts creates an energizing feeling that perfectly supports the cutting edge style of the MTV FORA brand.
“Video editing is more than just telling a story, it’s using certain footage to make a viewer feel a certain way,” explains Peng. “Anyone can point a camera and start capturing footage, but being able to communicate an idea through video editing is a certain skill not many people possess.”
In a world where people are bombarded by so much content day in and day out, it takes a videographer with more than just technical skill to cut through the fat and actually touch viewers. It requires someone who is able to tap in and drive home an emotion that resonates with audiences, and Rosanna Peng is definitely ahead of the pack on all fronts.