Tomorrow at ADFEST 2017, Ryan McGuire from Cutters Studios in Tokyo will talk about the invaluable role editors play in bringing creative ideas to life. We caught up with Ryan to find out more about his session tomorrow….
 

Do you think editors are undervalued?
 
The role of the editor in the commercial production process is often overlooked. Attention is duly paid to the creatives for developing ideas, and the director for executing those ideas in production. But the editor’s role is still not widely understood.

 
We’ll examine the role of the editor as the essential creative intermediary that brings the creative idea to life. The editor carefully assembles images, sound, and story elements to convey the campaign message and deliver an engaging piece of content that’s greater than the sum of its parts. Increasingly, the editor serves as the director of post production on a campaign.

 
How are editors evolving in terms of their skillsets?
 
Meticulously detailed storyboards and calculated productions are on the way out. Advertisers are maximizing production budgets by shooting loads of footage on set, and utilizing the extra footage to produce more content down the line.

 
An editor is keenly aware of where the content he or she is creating will be viewed. When cutting a YouTube ad, the edit will need to be front-loaded, to capture the viewer before they skip the ad.

 
On the other hand, a cinema ad can have the luxury of a long story build. The editor keeps the advertising objective clearly in mind and is the person most intimately familiar with the footage, and ultimately the one who decides what we see and what we don't.
 

In tomorrow’s talk, I want to encourage advertisers to empower the editor. A good editor can deliver just the right combination of ingredients to make a campaign shine, and get noticed amongst the endless heaps of advertising content out there.

 
Why aren’t editors always appreciated?
 
In Asia, the editor is often seen as a technician – someone who operates a machine. I want to showcase the editor as a creative storyteller.

 
Often an edit is praised when it has lots of quick cuts. When you can see the editing. But knowing when not to cut is just as important as knowing when to cut.

 
For those who don’t know much about Cutters Studios, what can you tell us about who you are & what you do?
 
Cutters Studios specializes in conceiving, producing, crafting and polishing outstanding branded content. We put blood, sweat and tears into our work. Every time. No exceptions.

 
Cutters Studios is known in Japan for providing the highest quality production services on the market.

 
You grew up in other countries before making Tokyo home. How does Tokyo inspire you?

 
I've spent over a third of my life in this city. As an artist I love the dichotomy of chaos and meticulous order. One second you’re amongst the crowds in the thick of the urban jungle, and the next you find yourself on a peaceful back street, seemingly miles from the sprawl.

 
Despite the folklore, it's a city where you can be yourself. Or even find yourself.

 
And the food is bloody fantastic :-)
 

www.cuttersstudios.com