We were lucky to catch up with Zhaoning Lyu recently and have shared our conversation below.

Hi Zhaoning, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

In my role as a director and producer with an academic background, I firmly believe that the fusion of artistic and commercial elements is not only natural but also integral to any successful video production. Consequently, I hold myself to the standard that each of my works should blend both commercial viability and artistic merit seamlessly. This commitment not only sharpens my awareness of the intersections of commerce and art but also adds a unique touch to my creative approach and final productions, setting them apart from others in the field. While efficiency and profitability are the primary goals sought after in the film and television industry, emphasizing commercial value at the expense of all else can strip a video product of its inherent allure. I strongly feel that, video has evolved into an essential medium in the present age of online media. Whether it’s advertising, music videos, or independent films, each serves a crucial role in conveying societal culture and artistic expression. Thus, even when working on profit-driven content like advertisements and promotional videos, I make a point to delve into the historical and cultural aspects of a brand, tailoring narratives that deeply resonate with the audience. During the pre-production phase, I strive to maintain high standards in camera and art design, aiming to transform a brief advertisement into an experience that offers both visual and emotional enjoyment for every viewer. This meticulous approach not only helps refine my skills but also underscores my sense of responsibility towards clients.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

The opportunity to become a director and producer unfolded both fortuitously and inevitably for me. Although my undergraduate focus was in Advertising, my passion for cinematic and visual arts led me to independently explore film theory and cinematography during my undergraduate years. Collaborating with peers, we produced several independent short films. The first film I directed and produced with this group of enthusiastic 18-year-olds earned recognition from my undergraduate film professor and was selected for the Beijing Student Film Festival. This commendation boosted my confidence and solidified my decision to pursue a career in the film industry.

Building on my strengths, I established my own advertising production team, contributing to various advertising projects for companies like ByteDance and Alibaba Group. Personally crafting scripts and infusing narrative elements into advertisements deepened the audience’s understanding of brand culture. Reflecting on this experience, I’ve learned that, as a content creator, my primary task is to meet clients’ requirements and produce satisfactory works. Simultaneously, I aim to uncover clients’ unspoken needs, approaching innovation from a professional standpoint to create video products that pleasantly surprise them.

One instance where this creative approach yielded unexpected delight was with a singing artist I collaborated with. After completing my undergraduate studies, I pursued a Master’s degree in Film and Television in the United States. In the second semester of my graduate studies, a music video I produced received the Southeast Emmy Award for Best Music Video. Drawing inspiration from biblical narratives, I meticulously crafted the script by seamlessly integrating ancient religious stories with the song’s lyrics. By delving into the depths of the Bible for inspiration, I transformed the music video’s script into a cohesive narrative that not only resonated with the singer’s personal experiences but also brought an age-old religious tale to life. This unique creative concept turned out to be an unforeseen and delightful surprise for the artist I collaborated with. Rooted in Catholic culture and interwoven with biblical stories, this work depicted a romantic tale of love and redemption for the artist’s song. The combination of sacred church scenes and romantic ballet shots effectively conveyed the song’s purity and beauty, concurrently increasing its exposure. I am confident that, upon graduating, I will have the capability to seamlessly integrate art and commerce in my works.

We’d love to hear a story of resilience from your journey.

As a female filmmaker hailing from abroad, navigating the U.S. film scene, I believe I possess the resilience needed to overcome the challenges along this journey. Let me share an experience from last year when I took on the role of directing an independent sci-fi short film.

During the early stages of this project, we faced a unique challenge. Due to logistical issues, it was not available for us to scout the filming location. Despite the property owner’s efforts to assist with photos and videos, not scouting in person posed a significant hurdle. It risked a mismatch between our planned shots and the actual conditions.
During the early stages of this project, we faced a unique challenge. Due to logistical issues, neither I nor my cinematographer could physically visit and scout the filming location. Despite the property owner’s efforts to assist with photos and videos, not being on-site posed a significant hurdle. It risked a mismatch between our planned shots and the actual conditions.

Luckily, at the time, there was a buzz around AI drawing software. To tackle this obstacle, I decided to experiment with using AI to create storyboards. The idea was to blend location images with my shot list, creating visual storyboards directly. Delving into the world of AI drawing, I grappled with unfamiliar commands, and many thought it was an impossible task. Despite moments of exhaustion and thoughts of giving up, I spent a week learning the software, averaging three hours per image to bring each envisioned shot to life.

When we finally started the actual shoot, I was pleasantly surprised. The storyboards I drew – from production design and lighting to colors – almost perfectly matched the tangible production. This unexpected alignment made the shooting process remarkably smooth, resulting in a film of exceptional visual quality. It was a bold experiment, and confidence in its success was scarce before the shoot. Nevertheless, I committed to giving my best effort, recognizing the inevitable integration of AI into the film industry as a future trend. Despite the challenges, I triumphed, creating a great piece with high cinematic quality.

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

The work of an artist and filmmaker allows me to sustain a perpetual curiosity and a desire for exploration towards everything in the world. The creative process of each new project feels like delving into an entirely new and uncharted realm. I integrate my deep observations and experiences of life into my films, making it an invaluable journey for me. Additionally, filmmaking is a transformative journey from inception to completion. Turning a fleeting spark of inspiration into a cohesive story, script, and eventually a cinematic work feels like being a dreamweaver constructing an ideal world. Through filmmaking, the scope of my life expands, becoming broader and more liberating.

Contact Info:

• Instagram: https://instagram.com/lyu_zn?igshid=MzMyNGUyNmU2YQ%3D%3D&utm_source=qr
• Other: Vimeo (Director reel): https://vimeo.com/814902494

Image Credits
BTS of the independent films (UNCORKED/FALLING Into The SOIL /AILEEN/The INVISIBLE SCENE) Director/Producer-Zhaoning Lyu