Can you describe your role at SJH Studios in a nutshell?

Alice: Sure, my job is working with a client to take an idea, whether it be written or verbal, and transform it into a film that’s engaging, informative, impactful, emotional.

What format do those films take?

Alice: They broadly fall under the banner of brand films, but that term covers a lot of different approaches. It can be used to promote a company’s mission, to educate about a product or service, or perhaps to inform the viewer about an issue. For instance, one of the campaigns we work on is World Engineering Day, where we’re educating people about the importance of sustainability. The clients we work with are doing incredible things in that field, but capturing their big ideas and conveying them in a way that connects is an art in itself.

What’s the key to creating a brilliant brand film?

Alice: You need to start by understanding the brand’s intended audience. Then you need to delve into the “why?” Why are we making this film? That leads into the “how?”. Once you’ve explored those two questions, you can be a bit creative with it. How do we make this engaging for people, so they want to keep on watching?

So how do you help a company make a genuine connection with their audience?

Alice: That’s an interesting question. The “why?” is so important. If someone comes to us to make a film, if they don’t know why they’re doing it, or we don’t properly understand why they want to make it, it’s not going to achieve its potential. Digital content is so powerful, but you need to nail that “why?”. Then, from a creative point of view, I like to delve into the narrative – storytelling is really important if you want people to stay engaged.

What’s your favourite thing about making brand films?

Alice: I like how challenging it can be sometimes. With some of the companies we work with, what they do from day-to-day doesn’t necessarily make for a great film. So then the question is how do we make this relevant, fun, engaging? When you dig deeper into how what they do affects people’s lives, that’s much more interesting. That’s where I like to take a film, that’s what I love most.

What made you want to get into filmmaking in the first place?

Alice: I studied film and theatre at university. Four friends and I put on a play and the whole thing was set in a forest. We couldn’t stage it in an actual forest, so we did the next best thing, we built a forest in the middle of the theatre. We put soil on the floor so when you walked in, you could smell the earth. We really played with the senses. We wanted to give our audience an experience. I think that’s what fuels my creativity, wanting to give people an experience. Film is so powerful, possibly even more than theatre, because there’s just so much you can do with it. 

What else drives your curiosity and creativity?

Alice: I love reading. In my downtime, I’m always reading a book. My favourite is non-fiction – I find people so fascinating. I think that’s one of the things that I love most about this job, really. You meet so many different people that have so many cool, interesting experiences and stories to share. I just like to tell those to the world.

What excites you about the future of filmmaking?

Alice: I mean, the technology involved is developing by the hour. It’s like rapid fire. The way AI is changing the industry can be scary, but there’s a positive side. It can enhance what you do and really help streamline your workflow. The idea of having all that advanced technology at your fingertips is exciting. We can do so much more, so much faster and so much better.