As with all artists and sculptors throughout history, discovery is the primary force that drives the work. Garnered only by those that engage with the tools of the trade, day in day out, a familiarity and precision of process development is achieved. This is how I approach every project I work on. Thorough research around the brief enables me to keep in mind the parameters that dictate the project purpose without hanging on their every word, gauging client aspirations as well as project limitations, the floodgates open to allow a period of discovery to follow.
This creative process opens up the project possibilities, only then will the platform for delivery be considered. Following this ethos means the concept is served most appropriately by the medium, not the other way around; If 3D elements help to deliver an idea then lets go, if a well shot and edited sequence is the best route then lets find a location and get into it. More often than not a project is best served by a strong concept delivered across multiple streams, employing a number of mediums and techniques.