Brandon Baum

Then I would usually wait until I could see how like two or three of these post-its could come together and actually start building an idea.

One idea on its own was never enough to actually go and create a video.

It's too basic and too obvious and...

the chance are it's probably already been done.

Where you start getting the magic is when you're actually able to start bringing these kind of strings and these threads together.

And those were always the highest performing videos that I'd come up with because they always felt innovative and new.

It was just sort of frankensteining some fun different concepts and styles together.

I'd then shoot all the videos myself.

I always start the process in Premiere doing a time remap.

Something that we're very, very, very precise on across the studio, even before it was a studio, it was just me, is we time remap our videos to the specific frame.

We probably have no exaggeration between like 50 to 100 time remap marks in like a 30 second video.

every beat.

So someone's hand swinging up, well, we would time remap the swing to the stop, making sure that every beat of the video has a perfect rhythm and consistency to it.

The kind of rule of thumb I use is I like tap my fist, my foot on the floor.

And if I feel there's one beat of a video that doesn't have new information injected to the audience, well, it's an opportunity for them to be bored and click off.

So we would really just sort of tighten up the video.

So it felt like really engaging start to end.

Anyway, once we'd done our timing map and I was sort of locked on my timing, then I would then go into a more traditional pipeline in After Effects and start compositing and working on the video.

The reason I do the timing mapping first is because anyone that's ever rotoscoped before would realize the grace of cutting out your frames before you jump into the process just to really cut down that timeline.

Exactly, exactly.