Enjoy the process, work for the result

The muse and ambassador of the brand is Emilia Shah, the main character of our flyers and photoshoots, and besides, a video maker who creates incredible fashion videos for 25Union.

Emilia shared with us about her creative path, the search for her favorite work and the interesting work process of a videographer.

When you find a favorite thing that lights a fire in your heart, it is impossible to give it up, because it finds you wherever you are.

~ Where did your love for video shooting come from and how did the journey of a videographer begin?

"After entering the Academy of Culture at the Faculty of Film and Television Arts, I began to develop in this direction. Although I studied journalism, I was always attracted to the artistic component of audiovisual material. I even did my diploma and course practical work not as a journalist, but as a director, cameraman and editor. I did my final diploma research work not at all according to journalistic rules, but as a cinematographer. I filmed my own essay and presented it as a genre of film impressionism, which I further explored.

After receiving a master's degree in audiovisual arts, I continued to develop in this field commercially."

The shooting process is exciting and interesting, but in addition to the idea and a beautiful picture, behind the finished fashion video there are many important details that need to be paid attention to. Therefore, in order to realize their own vision, video makers allocate more than one week to work on the material.

~ What processes are hidden behind the finished video, tell about your work from the inside.

"I think many filmmakers will agree that the work of a videographer is not limited to the creation of the video itself. It all depends on the project, budget and the client himself.

There are projects that require a specific specialist in a specific area, where there is a team and one link is missing that is responsible for only one pre- or post-production option.

And there are projects, in my case it is mainly a fashion video, where the client simply trusts my taste and vision at all stages: from choosing a model, location and audio accompaniment to direct shooting and all post-production.

However, no matter how many technical nuances there are, video shooting is creativity, with the help of which the videographer speaks to the audience, evokes emotions and reveals new meanings of something known for a long time. In order to show your creativity, it is important to be able to notice it around you.

~ Where do you look for inspiration?

"I draw inspiration from aesthetics, from art, directly from music and cinema, even a picture on the Internet can inspire, and even one shot from a film or a bridge in a musical composition.

People, dialogues, nature, the universe... Everything depends on the moment and mood.

In each new project, I love and suffer at the same time, I think it's normal."

~ What do you like most about work?

"I like the creative state, I like the dynamics of the process and life, new tasks, knowledge, new people, new experience, even difficulties that make you grow technically and artistically. I love creating beauty and just being inspired.”