“Creativity is intelligence having fun,” said Albert Einstein. That, for me, sums up my two decades as head of film and video for one of the world's largest corporations. It was challenging, it was pressured, but I loved almost every second of it. What’s more, it lives on in HerioVisual, the virtual agency that I’ve built on the experience I gained from 20 years on the frontline of corporate visual communication.
As a communicator, I’ve been up close to mega-mergers, global brand launches and industry-changing events — and the pictures my teams generated to tell those stories have been viewed by millions around the world. Across nearly a thousand productions, I’ve been privileged to work with hundreds of creative professionals. Most of them were good, some of them were great, but the best were dazzling. Not just because they were masters of their craft — that goes without saying — but because they were intelligent and thoughtful, dynamic and driven, ego-free and cheerful. They made it all look so easy, from delivering insightful ideas to executing them with calm efficiency. And we also laughed a lot in the process. Einstein was right: creativity done well is the best fun.
If the pandemic has taught us anything, it's that production teams can work virtually. Within days of the world locking down in March 2020, it was clear that the traditional model — centralised film and video production in a shared physical space — was unworkable. Fortunately, production professionals are nothing if not responsive to change. In fact, we like nothing better than pulling off the impossible. Like re-organising, re-focusing and re-quipping an entire creative operation and resuming full-scale production, entirely remotely, within two weeks.
Between March and December 2020, my virtually-operating creative team produced more than 300 films. And they were good films too; some were great! It was this proof that production quality is not dependent on physical proximity that led me to set up HerioVisual in January 2021. It’s a virtual agency that brings together my global network of talent and 20 years of creative experience with the leading-edge technology of post-production pioneer Virtual Post. It means our clients get it all, from access to world-class creativity to real-time editing, fast and flexible approvals, even cinema-style viewing. The only difference is that it all happens remotely.
That’s not to say that we won’t be getting physical again. As the world begins to unlock, we'll doubtless be shooting and producing some projects on location. But with the help of Virtual Post, we'll be smarter at it. Our service will be quicker, more efficient and, crucially, more cost effective.
Years ago, someone asked me what I looked for in a producer. My answer was simple: someone who gets rid of my headaches and makes me look good in front of the boss.
I’d give the same answer again today — and that’s exactly what HerioVisual will do for you.
HerioVisual founder and head of agency
Steven Croston, head of agency
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