Tools of the Trade is a feature to highlight the many tools that contribute to the success of advertising and marketers. Tools can be anything that helps people be at the top of their game, from a favorite drawing table to the best software to a lucky pen to a vintage typewriter to a pair of headphones.
The next step is Graham Nhlambalead designer/art director at Thinkingbox in Toronto.
What tool do you use all the time at work and how does it inspire your work?
There’s a web tool that I can’t get enough of these days: the Eye candy movement library: a library of visual techniques for lovers of visual techniques. It’s incredible. I get lost in it and discover so many new ways to tell stories, evoke emotions and create intrigue, all through a six-second looping Gif with no audio.
Why is this your favorite?
A lot of what I do as a designer and art director is consuming media to stay inspired and informed about visual trends. EyeCandy makes these media small.
I find myself watching a six-second clip of an A$AP Rocky music video over and over and wondering: How did they get the camera to move that way? Can I use the typography in my work to imitate this movement? If it was static, how could I convey this feeling?
I do this daily, focusing on a different technique each time, just to understand how it works.
The reason I love this tool so much is because cinematography and video editing techniques are not part of what I do on a daily basis. I admire the way film professionals innovate in the use of their tools and sometimes envy the practicalities of what working with a camera and dolly can do. When I have the opportunity to recreate one of the techniques I see in the library in my own way, it makes my day.
The advantage of being a web tool is that I can use it anywhere (provided I have a device and a stable internet connection).
How did you acquire your tool or first hear about it?
I heard about this library from a movie-obsessed colleague who thought I would have fun with it.
How does this help you succeed?
The most helpful aspect of using this tool was expanding my technical vocabulary. Knowing some terminologies when talking about your vision (especially when art directing) makes collaborating with other creatives much easier. When I first started in the creative industry, I spoke with sound effects and hand gestures (whoosh! zoom! skreee!). It’s safe to say that I now feel much more “professional” in meetings, even if the sound effects occasionally make a guest appear.
Does it have sentimental value?
Not yet. I think it will depend on who I share it with in the future and whether it will change their lives in some way. That hasn’t happened yet, so I’m not as precious about it.
Do you think your tool could go viral on TikTok? Why or why not?
I think it’s certainly possible. This could be an important addition to the TikTok University program, a free, certified course from the platform that teaches aspiring creators how to improve their skills. Additionally, even creators talking about it could help gain visibility; a lot of people go to TikTok to learn how to do things, so I think EyeCandy would fit in perfectly. Maybe they could collaborate with some of the filmmakers and editors who use these techniques.
We want to know what tools you use to succeed. If you would like to contribute or know someone who would like to be featured in Tools of the Trade, contact [email protected] and fill our investigation.
