We caught up with the brilliant and insightful Dallin Wells a few weeks ago and have shared our conversation below.

Hi Dallin, thanks for joining us today. Do you feel you or your work has ever been misunderstood or mischaracterized? If so, tell us the story and how/why it happened and if there are any interesting learnings or insights you took from the experience?

More often than not, my expertise in video production is mischaracterized by default due to the majority rule. In my line of business, the work I offer is overwhelmingly more comprehensive than any of my competitors. The term videographer alludes to an individuals ability to provide “full service” video production needs whether it’s utilizing a camera or editing footage. The term videographer translates to clients as being someone of a “hired gun”; someone who can execute a vision that is provided by someone else. A step above videographer is cinematographer and these professionals typically have what people call a “look” that brands can marry well with. The technical understanding is pretty standard across the board for videographer and cinematographer alike, however they typically must develop their craft in either the box of a certain look or in a box of a certain industry. All creatives say to find your niche and lock it down, but my approach is far less standardized, and thus, more difficult to articulate.

My methodology revolves around the emotional results that best marry with a brand rather than a pre-determined look or style. In other words, the hallmark of my work isn’t determined by a certain aesthetic or archetype of video. The mark that sets my work apart is how I incite emotion within an audience. Instead of having a single recipe for execution, I work as a chemist; blending hundreds of variables to achieve the best reaction.

This process doesn’t just involve visual and auditory coherence thought. The emotional side of it demands an understanding of psychology, philosophy, anthropology and there are no shortcuts when applying a creative vision. The application of tuning a unique message to a specific cohort of individuals involves an excess of creativity. Operating this way not only requires wearing the hats of titles like: Producer, Director, Cinematographer, Video Editor, and so on; I must think like a: Creative Director, Copywriter, Social Media Strategist, Ad Buyer, and most of all… like a customer.

Often times using this methodology is born out of necessity. Even established brands with thousands of employees frequently ignore the need for vital things like: product positioning, brand style guides, tone of voice, and even the tradeoff between marketing and sales. These (and many more) aspects are ALL vital to connect with a target audience. In the absence of any of these variables, I am unable to deliver on my promise for my services to the fullest. And so when I am unable to source necessary context, I have to lean further into my creative process to elicit comparable results.

Nonetheless, I enjoy the creative freedoms that come with the misunderstanding of how comprehensive my work is. I’ve resisted the title “auteur” in the past, but I’m fully embracing it from here on out. It’s the best way for me to help the people I regularly serve.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

If I could sum up all I do, my mission, what sets my clients up for success into one word, that word would be edifying.

I did a study throughout the last year to identify the common thread between all of my best work and the work I admire and landed on that term. Edification is intrinsic. It’s personal. And when my clients release an edifying video, remarkable things happen.

When you put your audience first and identify what uplifts them and incites a feeling they desire the ripple effects can lead to culture of devotion. One that’s intangible and often can’t be tracked with analytics. Edifying your audience not only speaks to them, but makes them feel seen.

The majority of “revolutionary” advertising focuses on the entertainment and attention aspect. This does bring the analytics, but it’s a short-lived stage that doesn’t make it about the audience.

I compare it to a monkey in a zoo. If it flings its feces, sure, it’s attention grabbing and might cause a laugh, but if audience members return they will only return for the same gag. Their expectations are set on your delivery, not your message.

The clients that succeed with edifying at the fore front have a core message that revolves around making the world a better place.

Can you tell us about a time you’ve had to pivot?

I’m in the middle of a pivot right now! My Wells Method Productions business is evolving and my offering is more niche down than ever.

I’m also taking a step back to recalibrate after a major health wake up call. I’ve had multiple opportunities to climb the corporate ladder or get roped into the entertainment industry but neither one of those is my calling.

I’m in the process of transitioning my business to be named Edefying Studios. It will likely take a few years to make this happen because I want to build it to accommodate demand at any level. Like the bat signal, I want to be ready to serve good causes at a moments notice.

To start though, there is a temporary one page site that is up. It can be found at Edefying.com

What’s the most rewarding aspect of being a creative in your experience?

The most rewarding aspect about being a creative is when a message that can’t be said in words is represented in visuals.

Out of everything that benefits me, I find the benefit of others to be the most rewarding. And that’s what edifying is all about. I’ve been a giver my whole life and I’ve finally found a cause that reflects my core desires.

Contact Info:

• Website: https://Wellsmethod.com
• Linkedin: https://linkedin.com/in/dallinwells
• Youtube: https://youtube.com/@dallinwells
• Other: https://Edefying.com