How the filmmaker as well as artist Dan Covert built his creative career
"Nothing's going to happen on its own," Dan says. Dan. "The most effective method to build your brand is to make stuff. Even if it's just various services to your friends, then you need to produce something to remain active as an actor."
It's a philosophy that has brought Dan through an impressive career that has seen him receive awards from AFI, SXSW, and clearly Staff Picks. " The way we developed our careers was influenced by the work we did," says Dan. "That might sound like a lot of nonsense, but it's true. There was no audience to any of these activities. We bought cameras and began learning how to construct items."
In the days that followed the publication of Dan's feature-length movie " Geoff McFetridge: Drawing a Life," which took home the Audience Award at this year's SXSW We had the occasion to chat with Dan about his process. Dan talked about his process of creating and his top creative north star. Take a look at the highlights of the chat above, and read through the full discussion.
Your first job as a graphic designer. How did you go from that point to the idea of a feature film?
Dan Dan: We founded the business in 1996. It was a graphic design firm that later was transformed into a motion graphic business, later becoming a production company. It's an extensive process. Through the years we created shorts. A lot of them were designed by the staff. Picked to be worn .
We just started experimenting and figuring out our approach for business and as directors and then I was turning 40 and had always thought, "I'm going to make films one day." It was then that I thought to myself, "Maybe I'm not going to create films until I begin." When I began searching for stories, and this movie kind of was born.
16 years can be a long period of time to make things happen in the field. What keeps you going?
Dan: It's just genuinely enjoyable to do this work. Up until recently, I didn't think, "Oh, there's going to be an enormous explosion when my profession changes and I'm participating in the Oscars." It's not my thought stuff. But the question is "Am I having fun in the moment? Are I having fun in the moment?"
If a strategy is announced into the world, it is impossible to determine how others will react to it. That's the same as asking "Did I make the best decision I could? Are I spending time with people that I admire and respect? Are we striving to be authentic and honest?" I'm always the several irons in the flame kind of guy. I run a business. I am a commercial director. I've been involved in this feature film. I'm quite successful in my art practice. But, the key is spending time doing objects that I enjoy as well as saying, "We'll see where they lead."
In reality, I'm less worried about ' which place they're located' aspect because it could just eat you alive. In the end, who cares how famous or successful you are? It's like that's not the stuff you're going to recall when you reach the age of 80.
What's your unique North Star?
Dan Dan: We are constantly refining this, but it's actually storytelling. It's craft and artistic vision. This is a little ambiguous words, but they have lots of significance. The idea is, "Can you tell a story?" Many times, we are enticed by an idea that's not fully developed, that we, as storytellers, have the capability of telling the tale.
Commercials are a concept that is similar to art is that they're essentially opposite elements, however not at the top levels. The emphasis is on feeling and conveying that emotion with stunning cinematography. Everyone has their individual voices. What makes me smile is the story and character.
What are you able to do to work to create an identity that isn't compromising the vision you have for your brand?
Dan When I first started, I always thought it was like "Oh it's because they're hiring me to complete the duties they need." But then I realized "No I'm being hired to assist them, and I'm sure of exactly what is going on." It was a major change in my approach to understanding what the company's needs are in addition to what their vision was. This isn't a problem however, the higher and higher I've risen as a leader I've realised that the company is looking at you as a personal voice to really look over all the information and tell you, "What you guys need to do is these."
Are there any companies that you're still hoping to collaborate with?
Dan Dan: I find that hard because I really don't pay attention to that sort of thing. It's like, "Is it a fun and interesting undertaking?" Certain of the assignments that have been the most boring I've received were turned into most enjoyable work. I produced a film that revolved around a type historian at Syracuse and it's one of the types historian's Staff Pick video we did. The story was about a man stuck in a basement and was able to find this typeface. After that, Pentagram made it the official logo of Syracuse University. The man is impressive. I'd love to have people who are like him.
Everyone wants to be a part of Nike as well as the other great companies. Yes, it's fun but I also like discovering these stories that are unique and also present them in a stage.
I have never been trained to become an actor. It was an enormous positive experience to me as an artist for me to have more than 300,000 people in just a couple of days, watch the film we created. It's as if "Oh My God." What do I mean? This film never was made for film. The movie was created as the client's project, and then I slight edits were made, and I then saw the audience.
Dress Code has been in existence for a very long time. What is it that keeps you on the platform?
Dan Dan: It's going to become the hub that all creators are to see what we've done. There's a lot is happening in the field of short film, we're self-funding. It's like creating these tiny trial balloons. And then other creators get to see the balloons. This is always a shock. A representative from an agency is likely to call you and say, "Hey, we saw the commercial. Could you create this commercial to us?" This is like a one-to-one. If we're doing work such as that, the appropriate people are seeing it and they're elevating it and providing us with a platform.
Where are you able to find a sources of ideas?
Dan The source of best concepts for my work from art. In reality I do not watch many videos any more. I find that it's kind tiring and I'd like to mimic things, so I look at things unusual and unusual and even check out commercial feature documentaries or research the fine arts for framing or visually-based methods.
What's the most useful tip you've ever received?
Dan Dan I love the quote from Steve Martin where he says, "Be so good that you can't get people to overlook your." I've always been amazed at that. It's the same with most people's desire to be able to make an item and then have it's done. To me, it's all about just kind of slowly putting the time into building the foundation of a project. Then, you'll be so good that someone is going to find your work.
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