Recent Work – Ginny Deerin Campaign Announcement

Benjamin Franklin famously stated that, “in this world nothing can be said to be certain, except death and taxes.” Only slightly less certain is the preponderance of political media that is produced for every election cycle. As with too much of our political system, money is the primary factor in determining outcome: candidates backed by wealthy donors or powerful lobbies can pay for high quality production and plenty of TV airtime. Independent candidates struggle to get enough publicity to make potential voters even vaguely aware of their existence.

However, the situation is far from hopeless. On the contrary, social media and low-cost production equipment has made it more feasible than ever for grassroots campaigns to get attention and build up steam. As an example, here is a video I recently did for Ginny Deerin, who is running for Secretary of State for South Carolina.

As you can see, the presentation is very simple, but highly effective. The location was Ginny’s living room. The scene was lit with a Genaray LED light kit. I filmed wide, medium and closeup shots of Ginny delivering her statement on a Canon 5D Mark II. In post, I cut between the different shots to add visual variety, and added photos that she provided. Finally, I added some simple text to the screen to emphasize her key points. Total crew: 2 people (myself and a hair/makeup stylist). Total production time, including editing: less than 7 hours.

The response has been outstanding. One of Ginny’s supporters told her, “If you can get enough people to watch that video, you will win.” Another simply stated, “EXCEPTIONALLY good video!!!!!!”

You don’t need a RED, a full crew, and a giant budget to help a regular person establish themselves as a viable candidate for elected office. If somebody has something powerful to say, keep the production clean and simple, and let them talk.

  4 comments for “Recent Work – Ginny Deerin Campaign Announcement

  1. DanT
    March 6, 2014 at 2:19 pm

    This looks great! Click this link: to see the Genaray kit in action on another one of Alex’s shoots.

    Alex, have you ever had to gel any of the Genaray lights when you do an indoor shot at night and you are trying to match existing warm lighting?

  2. Alexander
    March 6, 2014 at 3:08 pm

    Hi Dan, thanks for the kudos!

    I have used gels with the Genaray lights. It’s actually very easy: clothespins clip the gel right to the face of the lamp, and since the LED heat output is virtually nothing, the gels don’t get hot like they would with tungsten lights.

    To match warm-colored indoor lighting, all you need is a “CTO” (Color Temperature Orange) cinegel. I did a post about that a couple of years ago here:

  3. Kevin sio
    March 26, 2014 at 6:51 am

    Another super production. Alex, did you use a prompter? I am also interested in where you placed your lights. Thanks. Kevin

    • Alexander
      March 26, 2014 at 7:34 am

      Thanks, Kevin! No prompter; Ms. Deerin had memorized her remarks ahead of time. I had a Genaray LED backlight out of frame on camera left, and a large diffusion panel (aka cloth shower curtain) out of frame on camera right, with another LED light shining through it for Ms. Deerin’s keylight. I bounced the third LED light into the ceiling to give a little ambient fill.

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