Our founder, Chad Polk, had an opportunity to set down with Matt Dunn, one of the ranch industry’s top cinematographers, for a REALSTACK feature interview. He and his team has filmed the likes of The Great Western Ranch, IX Ranch, Kessler Canyon, Taylor Estate, Lobo Ranch ….we think the only high end ranch they haven’t filmed is Waggoner Ranch! Wouldn’t be surprised if they get tapped to film the King Ranch down in Texas some day.
Without further ado, read on about Matt’s work that makes us all jealous …
Chad Polk: I want to start out with the 3D modeling video I just saw on your vimeo channel. I can’t make out if many of those renderings are real or 3D models …incredible. Give us some insight into this new offering from AIP.
Matt Dunn: I’m glad to hear that you can’t tell the difference. That means we are doing our job! The first version of our 3D demo video only showed the final product and we soon realized that people didn’t understand the product we were delivering. Like you, they didn’t know what was real and what was 3D. So our adjustments to the demo revealed the development stages, much like those you might see for a “making of” big Hollywood film where they show the before and after.
This new offering provides the client with a “close to finished” look at their future development project. Some examples include a custom home built on a mountain side, to high rise condos, to drill site phases for the gas and oil industry. Many architectural firms, developers and real estate agencies have found this to be an exciting and powerful new tool.
We are learning new tricks along the way to ensure a successful match with our aerial footage. It’s exciting to see how this new service will influence the industry.
Chad Polk: You’ve positioned your business in the market as Full Service Media Production. For the average marketer, what does that encompass?
Matt Dunn: We provide end to end production services including aerial cinematography, traditional cinematography with a large selection of support rigs (sliders, stabilizers, jibs etc), 3D model integration/compositing, geo-spatial tours, script writing, voice over and video editing.
Chad Polk: The AIP team has spent a lot of time on mega ranches and exceptional properties. How do you begin the process to tell the story of each property through video?
Matt Dunn: From a mega hunting or cattle ranch to a small gentlemen’s fly fishing retreat, telling the right story is key. The process begins with a great deal of communication with various individuals that know the property well. We talk to anyone and everyone that is available in hopes to understand the complete picture. We interview the broker first, then typically the manager and in some cases the property owner/seller.
Simultaneously we’ll gain a tremendous amount of information by using Google Earth Pro. Dropping in with a birds eye view while on a conference call provides a very good understanding of the property.
Chad Polk: From your portfolio I see lifestyle, recreation, informative views, geo spatial layouts, narrative, and more. Tell us how you build up to the end video product that helps market and eventually sell your client’s product or services.
Matt Dunn: We feel very fortunate to have such a talented team and fantastic tools here at AIP. Each of the items you mentioned have an equal value to them. From the visuals to the narrative and music, it all plays into creating a compelling and informative product that drives results. Beautiful cinematography typically is what engages a viewer. Captivating and retaining them is the challenge. We really strive to maintain good rhythm and intrigue from beginning to end. We were delighted to know that a cash offer of a mega ranch was made within two days of watching the video we produced without the buyer having set foot on the property. If that doesn’t display the power of video I don’t know what does!
Chad Polk: As I talk to real estate brokers and other videographers, I hear time and again that AIP is the standard. Their stuff is always epic. What drives you as artists and creatives to really push the envelope of cinematography and creativity?
Matt Dunn: I’m flattered to hear that we’ve set the standard. You know one of the biggest things for me personally as a filmmaker, is to create magic and make people feel something. It’s exciting to be able to draw emotion out of a viewer for something like a property video which is not always an easy task. If you can tell a compelling yet informative story, it can make quite an impact. We always strive to make each video better than the last. Obviously though, the amazing aerials is what launches the videos into epicness. That’s a word right?
Chad Polk: Aerial video has come a long way in the last decade to say the least. How has AIP kept it’s competitive advantage through the proliferation of a consumer drone market?
Matt Dunn: Simply put, our pilot Brent Murray is exceptional. He has a true gift for composition and is aware of everything. His long history of drone cinematography has made him a master in this field. I can honestly say he is one of the very best in the world. Drones like the DJI Phantom are everywhere these days and it is possible to get great shots now and then but what we provide is consistency, reliability, wisdom and a tremendous amount of creativity. We are very blessed to have him on board.
Chad Polk: Matt, you’ve been so generous with your time today. To our readers out there, what more would you want us to know more about AIP …yes, you are open to any shameless plug here …
Matt Dunn: Thank you! Well, 10 years ago we had the idea to film with remote control single rotor helicopters (long before multicopters aka drones). Our pioneering of this new medium was not an easy task and we acquired many bumps and bruises along the way. We knew the technology would gain momentum. Now that it has, we see nothing but an abundance of possibilities. Our shameless plug might as well be the announcement of our new company RanchVideos.com. The site is nearly ready for launch. Our goal is to provide a service that is focused on one thing… Ranch Videos. We’ll be able to market ourselves much more concisely and feel it’s been a long time coming. After all, we have set the standard for ranch marketing videos. Why not create a company centered around our passion?
Chad Polk: Great insights Matt. You guys keep crushin’ it and we’ll keep watching all the epic ranch videos. Best wishes.
See all their videos at: https://vimeo.com/aip/videos