We were lucky to catch up with Noah Luke recently and have shared our conversation below.
Alright, Noah thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
It all started with a simple realization. I saw a gap in the market for a comprehensive solution catering specifically to the needs of budget-minded film productions. The idea of creating a one-stop-shop for Grip, Electric, and Camera equipment began to take root.
The Spark of Inspiration:
After identifying the need, the excitement to address it surged. I envisioned a service that not only provided essential equipment but also understood the practical challenges faced on a film set. The goal was to bridge the gap between equipment providers and the creative needs of cinematographers and directors.
From Concept to Reality:
The next steps were crucial. I began by engaging with producers, understanding their pain points, and tailoring the services of The Incredible Bulk to meet those needs. This involved collaborating with working Gaffers and DP’s to ensure the equipment offered covered both big and small necessities, minimizing production hiccups.
Designing for Practicality:
Unlike traditional rental houses, The Incredible Bulk was designed with practical set experience in mind. This meant meticulous planning to include everything from expendables to a diverse range of LED instruments and specialty rigging items. Each item was chosen with the aim of making daily production challenges a thing of the past.
Overcoming Challenges:
Launching a venture is never without its challenges. It required navigating the intricacies of the industry, understanding the dynamics of equipment rentals, and ensuring that the offerings not only met but exceeded the expectations of the clients.
Competitive Edge:
The bulk was not just about providing solutions; it was about overdelivering without overburdening budgets. Competitive rates, both in terms of price and convenience, were a core part of the business model. Sub-rentals were structured to be as accessible as possible, ensuring that budget-conscious projects could benefit from top-notch equipment.
Expanding the Offering:
Nanlux and Nanlite are synonymous with innovation in the lighting realm. Our collaboration ensures that our clients have access to the latest advancements, empowering their productions with the flexibility and value that define these exceptional lighting solutions.
Exciting developments are on the horizon. The Incredible Bulk is gearing up to introduce Sony Burano’s into our offering, extending our commitment to providing the very best to the filmmaking community. As we step into 2024, the prospect of integrating Sony Burano’s represents a new chapter in our journey, one that promises enhanced possibilities and elevated cinematic experiences for our clients.
This partnership and forthcoming addition not only demonstrate our dedication to staying at the forefront of technological advancements but also underscore our mission to be the go-to source for filmmakers seeking top-tier equipment.
Building Relationships:
The journey involved not just transactions but the building of relationships. Clients weren’t just customers; they were friends in the world of filmmaking. The business was an extension of a community, a reliable partner in the creative process.
Responding to Industry Shifts:
Acknowledging industry changes was crucial. During the actors and writers strike, recognizing the financial strain on projects, I proactively extended additional discounts to support passion projects and budget-conscious films.
Facing Adversity:
Of course, no journey is without setbacks. The theft of one of the vans was a tough moment. But, turning adversity into an opportunity, the incident led to a community-wide effort to recover stolen gear, showcasing the strength of the filmmaking family.
Looking Forward:
The story is ongoing. The focus remains on continuous improvement, listening to the needs of the community, and evolving to meet the demands of a dynamic industry. The journey from idea to execution is a perpetual one, and The Incredible Bulk continues to grow, adapt, and contribute to the vibrant tapestry of the film world.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Hey there! I’m Noah Luke, a Filmmaker with a heart that beats in sync with storytelling. My journey into the captivating world of film began in 2011, and ever since, I’ve been living and breathing the art of visual narratives. Being a second-generation filmmaker, I can’t remember a time when I wasn’t immersed in the magic of production.
Crafting Cinematic Magic:
From Features to Commercials, Reality & Narrative TV, Short Films, and Music Videos, I consider myself a set Swiss Army Knife. My philosophy is simple: “There are no problems, only solutions!” I take pride in my ability to light up any scene swiftly and efficiently while addressing any camera challenges that come my way.
Holistic Approach & Technical Expertise:
My approach involves understanding the entire story and image-making process, from development to delivery. I can quickly navigate coverage, build character with actors, and comprehend how it will cut in post. As a set Swiss Army Knife, I pride myself on having a vast technical knowledge of the entire production process.
A Multifaceted Professional:
From lighting design to camera operation, directing, to second unit cinematography, my versatility is reflected in my varied roles. I’ve been a part of TV series, feature films, documentaries, and commercials, bringing a wealth of experience to the table.
Collaboration & Multiracial Perspective:
I facilitate a work environment where collaboration is not just valued; it’s celebrated. My multiracial perspective adds depth and authenticity to every project. I actively seek stories that resonate, utilizing my unique lens to create captivating and heartfelt narratives.
What Sets Me Apart:
What sets me apart is not just my technical prowess but the passion I bring to every project. I’m not just looking for features; I’m actively seeking stories that resonate. My multiracial perspective is my secret sauce, infusing depth and authenticity into every project I touch.
We’d love to hear a story of resilience from your journey.
Embarking on the journey of sobriety six years ago was a transformative chapter in my life. One defining moment stands out, a testament to resilience and the unwavering commitment to a sober path.
In those early days, the road to recovery was challenging. It was then that some incredible mentors, recognizing my potential, threw me back into the filmmaking workforce. Their belief in me became a cornerstone of my recovery, igniting a renewed passion for storytelling.
During this time, I had the privilege of crossing paths with several other film professionals who, like me, were navigating the waters of sobriety. Together, we formed a tight-knit community of support and accountability. It wasn’t just about staying sober; it was about lifting each other up in our shared journey.
Sobriety, beyond its personal impact, freed me up to build what is now “The Incredible Bulk.” The clarity and focus that came with a sober mind allowed me to channel my energy into creating not just a business but a community—a community built on shared experiences, resilience, and the unwavering belief that we’re stronger together.
Six years of sobriety is not just a marker of time; it’s a living testament to the strength that comes from embracing change and surrounding oneself with a community that uplifts and inspires. It’s this resilience that continues to shape my journey, one sober day at a time.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the most impactful lessons I had to unlearn was the notion that success is solely defined by individual achievements. Early in my career, I was immersed in a mindset that placed an overwhelming emphasis on personal accomplishments — a narrative ingrained in the competitive nature of the film industry.
The backstory unfolds in the initial stages of building my career. I was driven by an insatiable desire to carve out my path, often at the expense of collaboration. It took a humbling experience to realize that true success isn’t a solo journey; it’s a collaborative venture.
The turning point came when I found myself facing a complex project that demanded a collective effort. In the crucible of collaboration, I discovered the richness that diverse perspectives bring to the creative process. It wasn’t about overshadowing others with my achievements; it was about synergizing talents to create something greater than the sum of its parts.
Unlearning the myth of the lone genius allowed me to embrace collaboration as a source of innovation and growth. The real lesson lies not just in personal accomplishments but in the shared victories that come from fostering a culture of support and collaboration within a team.
This unlearning journey has become a guiding principle, transforming my approach to work and life. Today, I cherish the collaborative spirit, understanding that the real magic happens when individuals unite their strengths to achieve a common goal.
Contact Info:
- Website: https://wearethebulk.com
- Instagram: https://www.instagram.com/thebulkstagram/
- Facebook: https://www.facebook.com/thebulkstagram
- Linkedin: https://www.linkedin.com/in/noahluke/
- Other: IMDB Page for me: https://www.imdb.com/name/nm1130985/
Image Credits
Credit: Jack X Proctor http://www.jackxproctor.com