Case studies : Film director: Matthew

Matthew is currently a self-employed film director whose company Aposs Ltd. produces promotional DVDs, web video and animation for both the public and private sector. He has an MA and Postgraduate Diploma in Media Studies and Television from the University of Chester.

While I was still at university I set up a company specialising in non-broadcast video production. I worked on a number of films whilst at university including those used by The Northwest Development Agency, Liverpool Capital of Culture 08, Adidas Originals and many more. Prior to starting my own business, I also worked for Mocha Productions in Liverpool and Reel Vision in Warringtion and it was the combination of these experiences that gave me the confidence to set up on my own. It was also a great help to have done a media studies degree which taught me many of the practical aspects of media production but also helped me to grasp the overall concept of 'media' and where media sits in relation to the rest of society.

Much of the work which I currently do comes from public sector clients including local authorities, educational establishments and charities. As the founder of the business I am still involved with the vast majority of the day-to-day activities of the company. The most common jobs I undertake are meeting with potential clients, research and planning of shoots, creating video concepts, sourcing suppliers and the branding and marketing of the business itself. Of course that leads not just to the creative pressures involved in any kind of media production, but also involves the pressure and stress that come with being totally responsible for your own income. It can be difficult to distance yourself from the constant uncertainty. Having said that, I get a tremendous sense of achievement from knowing that the business is growing because we are able to meet the needs of our clients and help them move forward in their promotional or educational product development.

In terms of the skills which I use, beyond the strictly technical of video planning, filming, editing and finishing in which we use the latest digital technology, I think the most important skill is effective communication. I regularly talk to local authority personnel, headteachers, charity executives and business people where active listening to the clients' requirements is absolutely vital. I have learned to explain concepts carefully and negotiate to realise positive outcomes for everyone concerned.

Understanding media production is vital for the kind of work which I do so if anyone is thinking about non-broadcast video production I would say that a media studies degree is a great help but that it’s essential to get some experience. Students should create videos while they are still at university, hone their technical skills, develop interesting concepts and try them out and do all they can to learn as much as possible while they are still at university. It’s good to practise pitching an idea so you can work independently but it’s also good to get work experience with a recognised company as I did with Mocha Productions and Reel Vision. There are plenty of competitions and internships around but the best advice I would give is just get out there, do some planning and start filming.