Category Archives: videographer

Videographer Maria Aguado takes us back in time with Button Barcelona

Maria Aguado has always known she was meant to be a filmmaker. Since the age of seven, she wrote screenplays and made movies. At the time, just a small child in Barcelona, she filmed her dolls, editing the footage, unaware of what she was really doing. She grew up holding a camera, and to this day, nearly twenty years later, that remains true.

Aguado’s unique eye has greatly contributed to the success of many brands who seek her services. Just last year, the company Button Barcelona reached out to the videographer to make a promotional and informative video about the brand that would be played at a Button Barcelona event, as well as two other videos to be used to promote the brand on social media.

“I really liked the romanticism that creates Button Barcelona and I wanted to be a part of it. They emphasize how everything worked in the old times, enjoying every step with serenity and a slower rhythm. I was happy to express this through audio-visual,” said Aguado.

Button Barcelona is a company inspired by the way people used to live sixty years before the industrial revolution in a small village in Barcelona. They sell all type of products with one thing in common: bringing back the traditional methods of production and elaboration with hand-made products. As a videographer and editor, Aguado had to transmit this idea to the audience. She filmed and edited three videos for Button Barcelona. The first one was a series of interviews explaining the story of Button Barcelona. The second was the “making of” of the photo shoot. For the third video, she edited the previous two videos together, for the Button Barcelona event. All three were posted and used on social media as their marketing campaign.

“The shooting was really fun. We immediately became a good team from the start. The event was also amazing, my video was screened and we were all there, overwhelmed by the story the video shows and the whole experience,” Aguado described.

While shooting, Aguado filmed the models in different parts of the village doing antiquated activities, such as washing clothes in a bucket of water, going to an antique cinema, and sewing clothes. She truly shows really the audience how these people used to live, emphasizing the essence of the company.

“Button Barcelona is everything that defines us, differentiates us and reaffirms our personality. That’s why I decided to select every single piece that showed a narrative in order to create a story inside a fashion video,” said Aguado. “Through the shooting and the editing, I transformed models into characters. This is the nice and tricky thing about editing, with just one look, a movement, a step, you can create a story, a narrative structure. The tricky part is to know when you are cutting a video and why, it all has to end up making sense in order to touch the audience. Also, remembering all the material in order to be fluent and creative. The brand’s idea is the opposite of frenetic; it’s all about taking your time to produce with love. I showed this by carefully selecting pieces of music and mixing them together. The rhythm plays a very important part too, music and video have to dance together.”

The final video is eight minutes long. It begins documentary style, interviewing the various people at Button Barcelona, and explaining the story behind the company. The final five minutes feature the “making of” from the photoshoots. Aguado perfectly blends the shots to the music, editing the cuts to the exact beat of the song. It does not appear to be a promotional video, but instead an artistic music video, where the models are simply people enjoying their life rather than working. The result is outstanding.

“Maria was given full freedom to create both videos and the result was even better than what we had expected. She is a very hard worker with a positive attitude and creative mind! Her creativity and passion for what she does is what makes her so good at it,” said Candelaria Turrens, CEO and Founder of Button Barcelona.

The three videos were crucial in branding Button Barcelona. They explain the company’s idea, and introduce the world to the members of the brands Button distributes. Without Aguado, the event would not have been the success that it was, and the brand itself could not have achieved what it has today. She captured the company’s essence through the lens of her camera.

“It felt like we were teleported to another time; the times Button Barcelona tries to keep in our lives. The story was clearly shown to the audience, they could feel the essence of the brand and really enjoyed it. The video was repeated every half an hour, people kept asking to see it over and over again. It was amazing,” Aguado concluded. “I believe I showed the value of the simple way people used to live, the romanticism of the old times, enjoying every step with happiness, calm and serenity.”

Master Videographer Rosanna Peng Keeps Viewers Engaged

Rosanna Peng
Videographer Rosanna Peng shot by Noah Kendal

 

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.

Rosanna Peng
Rosanna Peng shot by Jennifer Cheng


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.