KAI Visuals
The trend was already on the rise, but with the arrival of COVID-19 and the new normal, "church filmmaker" and "video producer" have become some of the most in-demand positions at outward-focused churches. In addition to an already-established need for live broadcast and video-on-demand content, live streaming broadcast ministry is moving to the forefront of how churches stay connected and fulfill their mission.
Churches are also realizing just how urgently content like promotions, news-style recaps, vision-casting and storytelling is needed for 21st century ministry. Video curriculum for kids, student, discipleship, and small group ministries is also proving to be indispensable for multi-site and networked churches around the world.
For many staff church media artists, however, the process of creating content week after week and month after month has its own set of hidden hazards that can rob the joy and creativity of even the most dedicated ministry creative. One of the most insidious of these issues inherent in film ministry is the issue of repetition.
Once a filmmaker successfully creates a type of video regarded by leadership as effective and strategically useful to the church’s mission, they likely will soon experience a demand to replicate that project again and again. Over time, the producer’s feelings of affirmation and significance can morph into feelings of resentment, toxicity, creative numbness, and a sense of being undervalued.
The hidden upside of repetition
Fortunately, these seasons of creating similar types of media content can also have an extraordinarily powerful silver lining for content creators willing to lean into it. Instead of looking at repetition as a drudgery, great video producers will lean into the unique opportunities provided by artistic repetition.
Instead of looking at repetition as a drudgery, great video producers will lean into the unique opportunities provided by artistic repetition.
Consider the sidewalk caricature artist for a moment. Their livelihood is derived completely out of their ability to capture the essence of a total stranger and render it in 2D in the short timeframe it takes for a tourist to go from engaged to bored. Truly great caricature artists are so adept at their work that it can almost feel like black magic to the casual observer.
Is caricature all the artist is capable of producing? Of course not, but you’d better believe that the process of knocking out dozens of drawings a day improves their set of creative skills exponentially.
In the same way, church filmmakers have the chance to create an essential type of media content that will be viewed by hundreds, if not thousands, of people once it’s finished. It will be evaluated for quality and the producer will be held accountable for its effectiveness. Viewed through the right lens, these kinds of creative seasons can be priceless in helping filmmakers grow as artists.
Capitalizing on the opportunities
So what are some of the best strategies for getting the most out of the unique opportunities provided by seasons of repetition? The first step in the process begins with setting aside time to assess the specific season they’re in. They identify aspects of ministry and production that they’re still passionate about and how those areas are still being met in their current context.
The next step is to take an honest look at the areas of the creative process where they still have room for growth and improvement. One such area for many filmmakers is the discipline of pre-production, ensuring that all of the elements for success are in place and ready to go before the cameras start rolling.
Very few video projects can survive a substandard soundtrack, so every hour invested in learning more about the craft of audio is an hour well-spent.
Another more obvious area for growth and improvement is in the area of cinematography. Are your framing and lens selection doing all they can to enhance the project? Does your lighting complement without drawing attention? Are the viewer’s eyes drawn where they need to be in the composition?
A third area that almost every filmmaker and producer could continue to grow in is in their command of audio capture, mixing, and mastering. Very few video projects can survive a substandard soundtrack, so every hour invested in learning more about the craft of audio is an hour well-spent.
For some producers, growing in their command of animation can help take their projects from serviceable to exceptional, helping viewers to perceive a project as more valuable and worthy of their attention. Still other filmmakers could lean into a season of repetition to improve their abilities as storytellers. For instance, are the stories being produced simply built around sequence, or are they effectively and efficiently illustrating deeper truths and insights into spiritual realities?
Are the stories being produced simply built around sequence, or are they effectively and efficiently illustrating deeper truths and insights into spiritual realities?
An additional area too often overlooked by media artists is the ability to work well with other collaborators. This may mean furthering skills to understand the perspectives of leaders and support them in fulfilling their responsibilities. On the flip side of the coin, it may also mean developing the ability to disciple and train new generations of budding filmmakers and artists God has brought into one’s circle.
Wrap up
A final step to maximize the value of seasons of creative repetition is to share your plan with someone you know and trust. Let them know your plans and invite them to be a part of the process. Evaluate your work together and be willing to evaluate ruthlessly. Invite them to hold you accountable and look for chances to celebrate the little wins along the way.
Ultimately, one of the best things about filmmaking is that you never really arrive. There are always new things to learn, to improve and to grow in. And seasons, by definition, wax and wane. While it might feel like the situation you’re in now won’t ever end, remember that God’s still in control and has a plan for your life and ministry.
In the meantime, lean into the opportunities presented by the place where you’re planted and commit to making the most out of what’s possible in this unique moment in your life.
ALEX SCHWINDT is a filmmaker and writer with over two decades of ministry experience. He’s also the creative director of Alex Schwindt Media, a boutique agency specializing in commercial, documentary and concept film and video.
