When the opportunity arose to direct a social media ad for Samsung in collaboration with Vogue and GQ Taiwan, I knew it was going to be an exciting challenge. As a student at Richmond American University in London, I was fortunate to have access to incredible resources that made the process not only possible but also deeply rewarding. Pre-production became the foundation upon which the entire project rested, and the university played a crucial role in setting me up for success.
Pre-production is where the magic begins—the meticulous planning, the test runs, and the gradual shaping of a vision. Thanks to Richmond’s state-of-the-art equipment, I was able to transform an abstract idea into something tangible. I rented Blackmagic Cinema Cameras, high-quality monitors, and industry-standard microphones to conduct test shots with my cast. These tests were invaluable; they allowed me to experiment with framing, lighting, and sound to ensure that the final shoot would run smoothly. Seeing my vision come to life, even in its rough form, gave me the confidence to move forward.
But it wasn’t just the equipment that made a difference. The university’s community became an essential part of the process. For instance, I found my Second Assistant Director (2nd AD) through Richmond’s network. Having someone who not only understood the technical demands of the project but also shared a similar educational background was a game-changer. Their organizational skills and familiarity with the industry ensured that the project stayed on track.
Pre-production can often feel overwhelming, with endless lists of things to prepare and potential issues to troubleshoot. Yet, having access to professional-grade tools and a supportive environment turned it into an empowering experience. Richmond provided me with the platform to experiment and refine my craft, enabling me to step onto the production set with clarity and confidence.
In hindsight, those test shots in the university studio weren’t just technical exercises; they were the foundation of the ad’s success. They prepared me to tackle the chaos of production and ensured that the story I wanted to tell would come through beautifully. Pre-production is where ideas meet reality, and for me, it was the perfect blend of creativity, collaboration, and preparation—all thanks to the resources at Richmond.
View the full ad on Instagram here. Read the rest of the blog series part two here and part three here.
