Featured Member Interview- September 2008

Michael Fardell

Managing director, Screencraft MEDIA

What is your vision for Screencraft?
My vision for Screencraft Media is to be known as a Canberra company that thinks outside the square and one that delivers quality, innovative work. Our aim is to produce a video, commercial or broadcast that is creative and something special, every time.

Now for shameless plug- what makes your company so special?
Screencraft is different because we have an internationally-tested team and a hunger for delivering projects that are above and beyond the usual video production standard.

What’s your ideal client or project?
We have enjoyed working with all of our diverse clientele, but we have recently really enjoyed working in the government space in Canberra. When you are dealing with public money it is important to get it right and deliver value for money. It is a challenge to have so many different and important stakeholders involved, but when the project has been successfully delivered and to the satisfaction of our clients, it is a great buzz.

Is there a project you feel particularly proud of? (so far)
Screencraft worked on the 2007 Australian Federal Police Missing Persons Christmas campaign and that was a project that really opened our eyes to this emotional and often tragic issue. When a person goes missing it affects so many people, not just their family, but also their friends and work colleagues. We were really proud that during the period when our TV commercial aired there was an increase in calls to the Missing Persons Hotline over the Christmas period and we like to think that perhaps the ad encouraged some people to get back in touch with their loved ones.

Who’s who on your team?
Supporting my role as Managing Director is a great team including Lauren Collins, Associate Producer, Zoe O’Donnell, Digital Designer, Robert Steel, Motion Designer, Peter Dempsey, Producer, and Geoff Thomas, Cinematographer.

How did Screencraft start?
Screencraft was established in 1999 in Sydney, originally as a side project. After eight years of travelling the world working on projects as diverse as the Sydney City to Surf, Red Bull Air Race, Red Bull X-Fighters, Red Bull Music Academy, Red Bull Giants of Rio, music videos and live broadcasts, I settled down in Canberra with my wife and relaunched Screencraft Media as a video production company in 2007. Since then the business has grown, along with the clientele, and we recently moved into new premises in Fyshwick, featuring two purpose-built edit suites.

How do you see SME’s taking advantage of the web and video in getting their message out?
Since it came into mainstream use, the internet has grown exponentially. Today some of the strongest brands are Google, Microsoft and YouTube – which illustrates the vast potential and impact of the web. These days having an internet marketing strategy should be a core consideration for businesses of all sizes. In this YouTube age it is not enough to merely have a web holding page – video clips that really demonstrate what your business is all about can help you cut through the internet noise. Videos can help establish your brand identity, highlight recent events or projects and also show your clients examples of your work. It can mean the difference between being asked to tender for a job or being passed over.

Are there trends for commercials you see coming our way?
It has always been true that the most effective commercials are those that have ‘cut through’. This is often achieved by using humour, such as the classic Cadbury’s ad featuring a gorilla on the drums, or through emotionally connecting with the audience particularly on a serious issue, such as government anti-speeding ads or health campaigns. The key is remember that your audience is intelligent and don’t need to be shouted at. Ads shouldn’t be too clever for their own good either. So as far as trends go, you will see a lot more ads that aim to connect with both the head and the heart.

Do you find people are surprised at the digital/web/media talent in Canberra?
Canberra is really lucky in that there is such a rich, creative pool of talent as far as digital media and the web goes. Naturally, that means it is a competitive market but this is what fuels creativity and ultimately it is the client who ends up the winner. People shouldn’t be all that surprised – this is the heart of the nation after all.

Schmooze + Screencraft= how did that come about?
Screencraft has been involved with Schmooze since early 2008 because we realised early on that there are strong synergies between the people Schmooze attracts and Screencraft’s clientele. We choose to sponsor Schmooze through producing Schmooze TV.