Authenticity on camera is difficult to achieve. They give
awards for it. Actors remember lines. Anchormen read
prompts. Attorneys, inclined to over-prepare, will find this
works against them for for a video project that aims to
capture and convey the character, capability and
approachability of the attorney(s) and law firm. Pre-
production for the attorney consists of scheduling time,
scoping topics, cornering participants and notching one
great shower soliloquy. The video shoot is an event; it’s
almost fun. Authenticity comes from authenticity. Biggest
shoot ever: 2024 in Tucson; seven attorneys and eleven
of their clients; three full days of shooting and one half-day.
Attorneys already know how to talk about what they do.
The directing trick with all the lights, camera and action is
to make them forget all that—and focus. Your undauntable
director has done this hundreds of times: making video stars
out of attorneys who'd rather be doing something else.
