New tools can help a production team explore ideas and work efficiently. The judgement behind the work still needs to be clear.
Choose a tool for a reason
The starting point is the communication challenge. A tool is useful when it helps solve that challenge, whether by exploring an idea, organising material or supporting an edit. It should earn its place in the process.
Stay close to the real story
Listening well, understanding a client and noticing what matters on location are central to making an effective film. Real people, carefully captured footage and considered editing give a story its character.
Keep responsibility with the team
Creative decisions need context and care. We want technology to support experienced people in doing good work, with the same attention to accuracy, relevance and the audience throughout.