There is a particular kind of film the cultural sector keeps commissioning. It runs to ninety seconds. It opens on a drone shot of the building. Somebody says the word "journey". A curator is filmed mid-sentence with their name spelled wrong on the lower third, and the whole thing is scored with library piano that suggests, gently, that you should feel something.
It is not a bad film exactly. It is simply a film that could be about any institution in Britain, which is another way of saying it is about none of them. It gets four hundred views, three of which are the director of communications checking it uploaded correctly.
We think this happens for an understandable reason. Cultural organisations are asked to justify themselves constantly — to funders, to boards, to local authorities, to a press that treats the arts as either elite or endangered. Under that pressure, the safest thing to produce is something that sounds like everyone else, because everyone else has evidently survived producing it.
But the institutions themselves are not generic at all. A regional museum holds forty thousand objects and one of them has a story that would genuinely stop a stranger in the street. A university archive has a conservator who has spent eleven years on a single manuscript and can explain why in a way that makes you want to see it. A festival has a lighting technician who knows exactly which two minutes of the year are worth filming.
Our practice is built on the belief that the specific thing is always more interesting than the general one, and that audiences can tell the difference immediately. We spend the first part of any commission looking for that specific thing, and we will happily tell a client that the story they wanted to tell is the third most interesting one available.
The rest is craft, and craft is not the difficult part. Filming carefully in a gallery, lighting an object without cooking it, writing a thousand words that a curator will not quietly rewrite — these are solvable problems. Finding the thing actually worth filming is the work.