We speak with audiovisual producer Ana Martínez Porro, from Balance Productions, who highlights the importance of documenting the event stages. “Video format is a tool to reach a bigger audience”, she estates “But always accompanied by a good narration; human beings crave for storytelling.
Which is the role of the image in event industry? Are visuals considered one of the key elements of an event?
Image in the audiovisual world has been the cornerstone of communication in the last years, gaining ground over written or graphic press thanks to the social media, and new technologies have make this tool available to everyone.
Although an important media by itself, and a constant in event world, image is just one element more within MICE activities.
An event is a big jigsaw puzzle of tiling pieces that, well assembled and executed, make of that moment something very special. In the same way a painting is somehow influenced by its frame, or the costumes make certain impact on a choreography, videos are affected by the rest of elements integrating the event.
Are clients really aware of the importance of both the image and the need of documenting their events or actions?
They are very aware, indeed. In fact, everyday life is as well becoming more and more documented, as something essential of our behavior. For our clients, this is something crucial too, as documenting is a quite versatile, efficient way of transmitting to a greater audience any relevant information.
What has to be taken into account when creating a video production for a client?
In my opinion, the basic principle is to understand what to communicate, how to communicate it, and to whom it is addressed. Then, one should take into consideration aspects such as time and resources. Not always are some or even any of these principles clear, and this is when our challenge becomes more complex. In fact, this dilemma represents the magic of film: trying to imagine what your client has in mind, and reproduce it to perfection. This is part of the magic of my work, too.
Which element is more important, aesthetics or narration?
Despite the constant quest for the freshest aesthetics, or the newest visual impact, video still relies on narration to achieve perfect sense. Even the purest video art forms which defy canonical narratives to focus on the emotional, is telling something.
A mere succession of images, one after another, just for the sake of aesthetics, it would be, in my humble opinion, doomed to failure. Since the eve of civilization, people have always craved for stories. No matter how artistic my video productions may be, they have always a story in their core which I follow, to endow the whole work with a sense.
And what is the role of music in your video productions?
Music has a crucial role, though it is not always indispensable.
Is it necessary to always follow trends and fashion in the visual culture?
I assume that most trends in audiovisual world are determined by new technologies reaching the market. This is why professionals must know this trends to secure technological leverage in the industry and maximize the scope of communication. Not a fashionist myself, I still must admit that everything surrounding us subliminally affect us. But trends come and go and some of them are rather ephemeral. How many times does vintage aesthetics being in fashion, for example? Probably the same number of times it has faded away. To me, a timeless source of inspiration that always keep evolving is nature.
Talking about inspiration sources, which are those and how they reach you?
Apart from nature, I consider plastic arts another essential reference. As any Fine Arts graduated, I look for inspiration in museums, galleries, or simply browsing through my favorite art books. Nowadays, internet is an infinite source of inspiration. Without any doubt, the best inspirational moments are those in solitude.
What is what you like most about your work?
The satisfaction of a job well done. To have a job you love has part of luck and part of hard work. When you want to transmit something to a client and you can express it exactly as you feel it, is also a very special moment.