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

Luke, thanks for joining us, excited to have you contributing your stories and insights. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

I did not go to film school. I learned filmmaking by doing. That journey started over 10 years ago. I wish that I would have realized I wanted to make films sooner on. I always loved and was fascinated by movies and stories since I was very young, but I didn’t realize in was a career path I was in my late 20s. I do wish I would have learned about the business side of the industry sooner. I’ve spent a long time learning the craft, but only in the last few years trying to make good money doing it. The business is such an important part it. You have to make goo money with the craft or it becomes unviable. I think the most essential tool in the film industry is good relationships. Working with people well and building a solid network of collaborators.

Luke, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a filmmaker based in Austin Texas. Like many other filmmakers, I stared off doing every job in the filmmaking world. Nowadays I tend to lean more in the director position, and delegate talented collaborators into the other production jobs.

The first film I ever made was in 2010. It was a snowboard movie I made with some friends while living in Colorado. It won first prize at a contest and we won $5K. I thought that was amazing. From there, I started making experimental films, and music videos. Learning all the dos and don’ts of how to operate a film set. . In 2016, I started filming events, commercials, and music videos for clients, while becoming my full time job.

Some brands that I have created content for include Fender, Jack Daniels, Budweiser, The Grammys, LEGO, Aveda, & Gatorade. I have also written and directed 4 short films and 1 feature. Some awards that I have won are “Best Screenplay”, “Best Production Design”, “Best Texas Film”, and “Best Sci-Fi Film”.

Clients tend to work with me that want to incorporate more creative and narrative focused content.
Telling stories that are also visually refreshing.

Have you ever had to pivot?

I have always been a very creative person. I never have a lack of ideas or projects to create. About 10 years ago; I was recording music and playing live gigs. I was creating art and hanging the pieces in galleries, I had a clothing line (making, selling. and shipping.), and also I had started making films.

I was spreading myself thin, and came to a realization. I needed to choose a more narrow path, and stick with it consistently over a longer period of time, a lifetime. I chose filmmaking.

How’d you build such a strong reputation within your market?

Nowadays most of my work comes from word of mouth. I don’t do too much marketing (which I probably should), but most clients hit me up out of the blue, and say so & so referred them. Or they are a recurring client. I think there are some very simple elements that make this happen.

Show up on time.

Be cool, & polite.

Be prepared for the job you’re doing.

Be flexible & adaptable.

Provide a greater value of service than the amount of compensation you’re receiving.

Contact Info:

• Website: https://www.radruckus.com
• Instagram: radruckus
• Youtube: Rad Ruckus Cinema