“I’ve said it before – I dont want to go faster – Speed is not something I advertise in my skill set although I’ve proven to be fast enough to compete in broadcast and theatrical marketing which is has blazingly fast turnarounds. I just want to create and be creative and have tools that help me facilitate that – lucky for us – no matter what road you head down, there’s plenty of tools available.”
You are looking at speed in terms of a race. That’s not correct. What speed does is allow time for more creative options to be tried. In the advertising world, I never found NLE’s made the rough cut phase shorter. Agencies still pushed to limit to air-date as they did in the linear days. What the “speedy NLE” did, however was allow us to try more ideas and versions. So they still booked the same amount of “Avid time” as they always had in pre-Avid days but we just got to try more things because of “speed”. In my mind, the inspiration comes out of the work. You don’t sit there with your feet up on the console waiting for the great idea to hit you like a bolt of lightening. You get material on the timeline and start crafting. The more efficiently you can do that, the better. If that’s speed, that’s better.
Scott Witthaus
Senior Editor/Visual Storyteller
https://vimeo.com/channels/1322525
Managing Partner, Low Country Creative LLC
Professor, VCU Brandcenter