Alright – so today we’ve got the honor of introducing you to Ray(Yu) Zhou. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Ray(Yu), thanks for joining us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?
In terms of commercial work, yes. And for the film industry, I’m working on it.
After completing my undergraduate studies, I worked as a producer in a commercial production company in China. My major in brand strategy and management provided me with valuable knowledge about the commercial world. I successfully applied this knowledge to my role as a producer, including aspects such as customer communications, marketing, leadership, and most importantly, find the right direction or concept for commercial videos catering to different products, companies, brands. Moreover, I gained extensive production experience through various projects. Following my MFA studies in film production at USC, I have been able to apply my directing and production techniques to a wider range of commercial works, which has helped me earn the trust of my clients.
Simultaneously, I am putting in dedicated efforts to make my mark in the film industry. Last year, I directed and produced a short film “The Trial,” which revolves around the ethical aspects of the COVID-19 pandemic. The film is currently being screened at festivals this year, and I’m very thrilled to have collaborated with numerous talented individuals on this project. Additionally, I am actively working on my first feature script and plan to participate in script competitions. I eagerly look forward to connecting with more industry professionals and discovering further directing opportunities. Film is my true passion, and I am steadfastly committed to delving deeper into this realm.
Ray(Yu), 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 director, producer based in both LA and Shanghai, with experience working on a range of projects, including films and commercials. Some notable commercial clients I have worked with include Mercedes Benz, Keep, Kilian, Zwilling, and more.
As I mentioned earlier, my undergraduate major has greatly contributed to my proficiency in directing commercials. By combining production techniques with brand knowledge, I have developed my own distinct style in the realm of branding. This fusion has allowed me to bring more creativity to my commercial directing endeavors and earn the trust of my clients. In my view, commercials also require storytelling. It is not solely about presenting products and talents in an appealing manner on camera, but also about crafting a clever narrative that encompasses the brand’s culture, image, and concept. This approach aims to leave a lasting impression on viewers. Given the highly competitive nature of the business world, commercial productions necessitate strategic thinking to help clients achieve their desired outcomes.
On the other hand, my true passion lies in the realm of filmmaking. I derive immense joy from the process of creating a film and revel in the art of storytelling. While I appreciate the possibilities offered by motion capture, visual effects, and similar techniques, I firmly believe that they should always serve the overarching story. A compelling narrative is what truly captivates audiences. I take pleasure in documenting my daily inspirations, as they often serve as building blocks for future scripts. This ongoing accumulation of ideas and experiences will inevitably yield rewarding results in the long run.
How’d you build such a strong reputation within your market?
To excel in my role, I prioritize reliability, creativity, and staying true to myself. When confronted with practical challenges like budgets and schedules, I strive to be solution-oriented rather than complaining. While I work for my clients, I also work for my own artistic vision. Therefore, I constantly seek improvement, advocating for my ideas and providing clear explanations when disagreements arise. In such situations, I make an effort to find mutually agreeable solutions that satisfy both parties involved. By approaching obstacles with a proactive mindset and maintaining effective communication, I ensure a harmonious collaboration and strive for the best possible outcomes.
What’s the most rewarding aspect of being a creative in your experience?
Studying film and pursuing a career as a director /filmmaker has endowed me with a unique vision when it comes to storytelling. I find great satisfaction in using my experience to infuse captivating elements into a narrative and bringing it to life visually. The process of creating films is one that I thoroughly relish, as it allows me to express stories in my own distinctive manner to captivate and engage audiences. Moreover, my journey in filmmaking has had a profound impact on how I perceive life itself. I have learned to pay closer attention to the little details in my surroundings and engage in deeper contemplation. This newfound perspective has enriched my appreciation for life, fostering a profound love for the world and its intricacies.
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