Date Archives October 2008

What I’ve Been Up To

2 Comments read Updates

Wow, thing’s have been crazy lately, but I really can’t complain.  This freelancing lifestyle is definitely not an easy one and came with a lot of challenges I didn’t even see coming (I’ll school y’all on that in a later post), but seriously, it’s been an exciting and fun ride.  Right now, I wouldn’t trade it for anything.

So a few weeks ago, I wrapped up a company reel for Green Dot which I’m really proud of.  It’s a fast paced 6 minutes with people telling their own Green Dot stories and an added touch of motion graphics.  I’ll have it up on here soon, just you wait.

Right after that finished, I immediately took up another project with Green Dot and I’m pumped.  I really love working with this non-profit.  Seriously, they’re doing amazing things for the students in LA (trust me, I’ve spent a lot of time with them) and as a journalist said to me, they really are “the single most revolutionary change happening in education today.”  I mean for chrissakes, they just took over the worst high school in Los Angeles…and are actually transforming it!

That same week I also got hired for a project by the Los Angeles Parents Union (LAPU), and wow, I’m definitely excited for this.  They’re planning something really big, and I think I can really help out with both my film and advertising skills.

And my latest project is the one I want to tell you the most about, but I gotta keep it hush for a little longer.  Let’s just say that this is more of a personal project and it’ll really be a step up for me, filmmaking-wise and spending-wise.  Oh, and there’s a chance that this could pay off for us in a really big way.  Really.

When this is finally done and no longer consuming my life, I’m thinking about posting a multi-part series detailing the whole process from idea to final product, what we did, what mistakes we made, what we learned, maybe advice from other filmmakers.  Eh?  What do you think?  Anyways, I’ll get back to you on that.  We’ve got auditions this weekend and we’re shooting the next, so looks like it’s time for me to put down the blogging pen and get back to work.

Two Completely Different Music Videos

3 Comments read Filmmaking, Music

First up, check out this music video for Low vs. Diamond – Heart Attack, directed by Marc Klasfeld. I’m really feeling this:

What a simple and great concept.  I love how subtle the aging effect is, it took me a few moments before it registered, “wait, they’re…they’re getting older!”  The effect isn’t perfect and the compositing gets a little shoddy near the end, but the slow aging over 3 long minutes sounds like a VFX nightmare and I think they pulled it off beautifully.

In the end, the close-up intimacy, stark black background, and simple yet unique execution actually left me feeling a little emotional…which I think wouldn’t have happened if I had just heard the song on its own.  And that’s exactly what a music video should do.

Check out a Q&A on how they pulled it off here.

Now for something a little less subtle and a little more…jiggly.  Beyonce – Single Ladies (Put a Ring On It), directed by Jake Nava:

Now I’m not the biggest Beyonce fan in the world, and when it comes to R&B diva music videos, they all usually look/feel the same.  But that’s why this video stood out to me.  No flashy camera moves, no MTV style “hey let’s make a cut every split second” editing, no crazy special effects, no elaborate set pieces.  Just a singer and her two backup dancers (okay and a bionic hand).

Unlike most hip hop videos these days, I love how you can actually see the entire dance choreography without being consantly interrupted by hyperactive editing and millions of unnecessary close-ups.  The performers fully carry this video, not the other way around.  And the retro “60’s variety show” vibe feels fresh when coupled with an all-white background, occasional camera zooms and well-timed lighting changes.

Watching the video, you get caught up in the frenetic pace and intensity, and by the time the song finally ends, you feel just as out of breath as Beyonce does – all without needing to rely on cliche flashy editing.  Well done B.  (And you gotta love that cocky smile when she flashes the rock Jay-Z gave her.  Well done Hov.)

Team One Advertising +demographic profile

7 Comments read Made by Jaemin

Team One, the advertising agency behind Lexus and American Express, asked me to help them with one of their campaigns.  They wanted a concise piece that would communicate the lifestyle of a target demographic, males 21-29 with a household income of $75K+, while also highlighting the media touchpoints they access every day.

In creating the concept for this video, I wanted to not only show this demographic’s lifestyle, but represent it in tone, editing style, and music.  We came up with the idea of following an actual guy in the target demo and seeing a full “day in the life”.

I went with a mixture of HD video and rapid-still-photography (you could say paparazzi style) to represent the demographic’s fast and flashy, work hard/play hard lifestyle, and to also focus in on the media touchpoints (billboards, cell phones, etc.)

During the editing process, I added in light motion graphics that communicated necessary demographic stats while adding to the energy and keeping in tune with the style.

The shoot itself was crazy, as I was literally running around trying to follow this guy throughout his day, but I think the end result turned out great.  And more importantly, Team One thought so too, telling me that the video surpassed all their expectations.  But check out “A Day in the Life” for yourself and let me know what you think.

Welcome to Chris 2.0

0 Comments read Updates


photo by alborzshawn

Whew, it’s been a looong few days, but finally the new version of ChrisYi.com is up and running!  Hope you guys dig the new look, but trust me, this is more than just a makeover.  I wanted to make it easier for clients to contact me, for you guys to check out my work, to leave me feedback (and by all means feel free), but also for me to write back.

Yup, I’ve always wanted my own blog and now the wait is over, you’re reading my first official post right now.  I’m gonna do my best to not only keep you guys updated on my latest projects, but also want to share my thoughts, what inspires me, what doesn’t, trends in filmmaking, the latest in creative advertising, tips for the fellow stay-at-home freelancer, and pretty much a chance to get to know me better and see what makes me tick…but I’ve got a conference at 7:30am tomorrow…so first, I need to get some sleep.

Looking forward to this though (the blogging, and the sleep too I guess).  Thanks for checking out the new site, don’t be a stranger now.  Cheers.

+ Chris

The Positive Edge  +reel

0 Comments read Made by Jaemin

In partnership with SketchbookLA, The Positive Edge hired us to create a video that would help others understand the change their non-profit org. has made in thousands of womens’ lives.

Since The Positive Edge helps women re-enter the job market by providing them with clothing and making them feel beautiful, we went with a style heavily influenced by portrait photography and used pictures as a visual theme throughout.  Just see for yourself, the women look absolutely wonderful.

Most importantly, we wanted to get across what we had learned about The Positive Edge ourselves: that you wouldn’t know it, but the right clothing and a lot of love can truly change a person’s life, in fact, hundreds every year.

22nd Annual Jazz Reggae Festival  +intro

6 Comments read Made by Jaemin

With my first motion graphics piece, I tried to give 30,000 concert-goers a deeper look into the music they came to listen and dance to.

The message: JazzReggae isn’t just music, it’s always been more – it’s the melding of cultures, the triumph over struggle, and the voice of social justice.

No four minute video can give this topic what it deserves, but I’m happy as long as viewers walk away with at least a slightly greater appreciation for the music they love – Jazz and Reggae.

76 Gasoline  +commercial

1 Comment read Made by Jaemin

A young man stumbles upon a filthy, grime-encrusted wall and decides to do something about it.

Official First Prize Winner of the My 76 Gasoline Video Contest. The commercial was awarded with a $10,000 scholarship and is currently airing nationally in movie theaters, ESPN, and FSN.