‘The coronavirus crisis might bring transparency to the industry’

Allentown, April 20th, 2020

Despite having its headquarters in New York City, the full-service agency Ruckus also has a studio team focused on video based in the city Allentown, Pennsylvania. There, Phil Osborne, VP of Production, and his team work every day on a wide array of innovative projects through the use of video.

In an interview with TIA, Osborne described the video production design process at Ruckus, an agency that powers game-changing companies and global influencers. Osborne also focused on the disruption brought by the coronavirus crisis, hoping it will bring more transparency and flexibility to the industry.

What makes your city an attractive place to do business?

Our HQ is located in NYC, so that speaks for itself, but our studio team is located in Allentown, PA. Allentown is the 3rd largest city in Pennsylvania and growing rapidly. We are in the process of building a state-of-the-art studio space that we are really excited about. There is an energy in Allentown that feels like anything is possible.

Can you talk about one of the upcoming projects that you’re excited about?

We are really excited about a multi-day and location shoot for a fashion/jewelry client. Our team is going for a high fashion look with a focus on gold and neutral tones. A moving light will showcase the gold in detail on models dressed for various time periods in a pure black environment, highlighting the quality and personality of the 24k gold jewelry. It is also a project that our entire team at Ruckus has worked on: branding/strategy, design, and technology. So, there is a lot of energy and excitement around the project as a whole.

How does video production design process differ from the rest of digital communications?

I don’t think it differs much at all. Every creative endeavor involves some level of planning, production and finishing, video is no different. However, video can involve dozens of people depending on the size and scale of the production. There is also a tremendous amount of planning. Pre-production alone can include up to a dozen deliverables including casting selections, storyboards, location scouting, shot lists, script and story synopsis, voice over reads and so much more.

The most important thing is having checkpoints along the way at each stage to ensure buy in from stakeholders. We are careful not to move into production until everyone is rowing in the same direction.

When a client comes with a brief, how can you tell if the story will be better described with moving images or another interactive interface?

I would love to say that video is a solution no matter what the story, however it really depends on the purpose of the content and the audience consuming it.

Where do you start to plan a video?

We start with a phase we call “Discovery” where we really focus on uncovering the look, feel, and purpose behind the video project. Essentially, we discover the vision and spirit of the video. We accomplish that through a series of exercises and briefs. This phase is especially effective for clients who aren’t quite sure what they want and why.

What challenges were you facing before the spread of COVID-19 and how are you dealing with them right now?

My team loves to interact face-to-face. We thrive on it, especially during post production. So that has been a challenge that has mostly been solved using google hangouts. As far as our clients go, there definitely have been significant pivots that have been made in terms of focus and strategy.

We have also spent a lot of time brainstorming solutions for all of our clients. For video specifically it means focusing on ideas and concepts that include editing, animation, graphics, etc. since capturing footage is a challenge.

Talking about global issues.. what changes do you feel coming after COVID-19 ends?

I always track the global economy. I find it interesting how cycles work and how money gets moved around according to what is happening. Companies still have money; they just reposition it and invest it elsewhere. I think being a good listener and making efficient adjustments is key in this industry as well as maintaining strong relationships with clients.

At the end of the day, we are solving problems for clients and that is constantly a moving target. What worked previously might not work now and there may be multiple reasons for that. Listening and having team members who are empowered with multiple skill sets allows you to make quick and effective adjustments.

In which ways do you think this situation might change the industry?

Hopefully it will bring greater transparency and flexibility to the industry. A small dose of humility might help a bit too. Ego is absolutely necessary but ego at the expense of a team member or a client is incredibly damaging. Struggle can further egos or it can help corral and channel it into positive outcomes.

How do you make sure you have the right people to work on innovation?

I like ideas, good or bad and I enjoy giving people freedom to share ideas. When you give people space and you empower them the people with great ideas come to the forefront. Regardless, at any given moment a person can have a great idea so we encourage people to speak up consistently regardless of their position. That is one of
the things I love about Ruckus.

How has your life story shaped the person you are today?

I have been through a lot in my life including a failed partnership, loss of a parent, and other struggles. Those struggles have helped me have perspective on what really matters in life: my family and faith. Everything else has a way of working out. I also have learned to put myself first when it comes to my health. No one in my life will benefit if I am not fit physically or mentally.

Thanks Phil!

Learn more about Ruckus

Follow Phil Osborne on social media:
LinkedIn
Instagram

Follow Ruckus on social media:
LinkedIn
Facebook
Twitter
Instagram

design processPhil OsborneprojectsTV-CommercialsVideoVideo Production