Learning from the Greats - Why Audio is Key

Back in 2013, at an advertising awards event in London I had a chance encounter with a creative legend.

Despite being late, and missing the morning talks, I went to grab a coffee from the reception. That's where I met a slightly quirky older gentleman and we talked about the conception of an idea. It wasn't until he started talking about his work on American History X that I realised who I was talking to. Tony Kaye, one of the most innovative and creative filmmakers of our time.

Tony shared his insights on filmmaking, from music videos to TV commercials. But what stuck with me the most was his emphasis on the importance of audio in filmmaking. According to Tony, audio is around 50% of the cut, which means that it's just as important as the visuals, if not more. This was one key point he made has stayed with me all these years.

At first, I was a bit skeptical. As a camera junkie, I had always been focused on the visual side of things, high def, 4k, the best possible image. But as Tony explained, audio is what directly strikes your emotions. It's what immerses you in the story and connects you to the characters on screen. Without it, even the most visually stunning film can fall flat.

Think about it - when you're watching a film, it's not just the visuals that grab your attention.

It's the background score,

the sound effects,

the use of silence,

and the dialogue that make a scene memorable.

Even in advertisements, the right music can make or break a campaign. It's the audio that captivates and inspires emotions and stays with you long after you've seen the visual.

Tony's innovative approach to audio is evident in his work on the Dunlop commercial. In the ad, he uses disconcerting music from Velvet Underground, with fantasy creatures and objects to create an otherworldly sensory experience of driving. It is still remembered as one of the best adverts of all time..

Since my chance encounter with Tony, I've made a conscious effort to focus on audio in my clients and own work.

I've learned to appreciate the power of sound design and how it can transform a film from good to great. And while I still love the visual side of things, I now understand that audio is just as important in creating a truly immersive and impactful video.

Learning from the greats is an invaluable experience for any filmmaker. And for me, a chance meeting Tony Kaye and hearing his insights on audio in filmmaking was a game changer. It's a simple piece of advice that has had a profound impact on my approach to video production, and I'm grateful for the chance encounter that led to this realisation.

It's important to remember that visuals are just one part of the equation.

To create something truly memorable, you need to pay attention to the audio as well for genuine emotional connection.