When you think about what it means to make something, your mind usually drifts to the tangible items that are created every day: a bridge, an automobile, a painting. But my livelihood revolves around making things that are not tangible. Audio and video create an experience, a feeling, and hopefully a reaction. As a video producer, I use cameras, music, and computers to try to create an experience and give a viewer the opportunity to connect with a brand.
Now, I know what you’re thinking. “This dude makes commercials, and commercials are not art.” Allow me to counter that opinion with a question. What is art besides an avenue for a connection? It’s an invitation to feel something, or maybe to look at something in a way that you’ve never looked at it before. A good commerc…ahem, let’s call it a brand video…does just that. It uses sight, sound, motion, and emotion to leave a viewer with something more than information on a product, a memory of an experience connected to a brand or the people that make that brand.
What gets me up in the morning, and keeps me doing what I do, is the search for that connection. That’s what I love. When someone emotionally connects with something that I created, that is the goal. If they happen to want or need the product or service that my client is selling, that’s cool too…and it’s totally up to them. I get to use my creativity every single day to make a living, pay my mortgage, and take my girlfriend to a nice dinner from time to time. I think that’s a pretty good livelihood. And, as for any unused creativity that’s left after my day job…well… that’s why God created rock bands.
Nate Gasaway is Video Producer at REBEL INTERACTIVE and guitarist/songwriter/singer in Omaha band The Big Deep. He lives in Omaha and graduated from the University of Nebraska-Lincoln with a degree in broadcast journalism. He now spends his time trying to find cool things to plant in his yard, writing songs, and making videos.