Tell us about yourself and your creative background
Fine Rolling Media is a creative production agency based just outside of Cardiff. We launched ten years ago this year, from inside a poky caravan. Now we work out of the picturesque Chapel Barns business suite in Merthyr Mawr, Bridgend. We specialise in narrative-led, scripted brand films and commercials for businesses big and small. We also spend a significant part of our time creating videos for the third sector and charities that are close to our hearts. While we focus on commercial projects, our team of filmmakers, writers, and cinematographers make sure to carve out time each year to create short films, documentaries, and music videos, many of which have gone on to screen around the world and win numerous industry awards.
So, what’s your Creative First?
Our creative first was producing a nationwide docu-series of videos for a craniofacial charity called Headlines Craniofacial Support. The videos tied in with their research project titled, ACCORD. Which was designed to raise awareness around people with craniofacial conditions and form a bank of stories and experiences that people with craniosynostosis can draw on for support, information, and to feel ‘seen’. The project was launched online after premiering at a sold-out event held in Oxford’s Ultimate Picture Palace.
What was the biggest challenge you faced?
Our biggest challenge came in the form of discovering the kind of people each video would focus on. We knew we wanted each video to be infused with our subject’s personality and to be totally different to the others in the series, so it felt like an inclusive viewing experience for all those watching. We did extensive research on craniosynostosis as a condition and on the volunteers that were going to be the stars of each episode. We felt very conscious that one false move or wrong assumption on our part could derail the whole project.
We talked to our stars for hours during pre-production and while making the series, and we’re proud to say we now count these uniquely different individuals as friends as well as just subjects in the series. To see their eyes light up as they walked the red carpet at the premiere and saw themselves on screen for the first time was a huge relief. We’re so glad we didn’t let them down.
Can you share tips for others?
- When it comes to creating a documentary, we would recommend having a well-honed, concise vision going into the project. We often do pre-interviews which never make it into the final project to get a sense of the story we want to tell. Then our in-house writer creates an outline for the narrative to follow. Remember, you won’t have a script, at least not until post-production, so the more work you put into finding your story early on, the more satisfying it’s going to be for the audience when viewing.
- In terms of advice on working with charities or differently-abled people. Whilst it’s important to do your homework and figure out if there are any concessions in the filmmaking process you can make to create a pleasant environment for them, we’ve honestly found that simply treating them as you’d like to be treated yourself is a truism that works. For example, on this project, we went out partying with a few of our volunteers after filming. It opened things up and made them feel safe in our presence. Other people may be tempted to wrap them in cotton wool, but we’ve found that often throwing them in the deep end yields better results.
Why choose Cardiff for your creative first?
As a Welsh company, Cardiff is our capital city and we’re very proud of that. When it comes to location scouting for any kind of project, Cardiff is a dream. Not only is it on our doorstep, but it’s the home of the filmmaking industry in Wales. The industry is thriving at the moment—and Cardiff has a huge role to play in the world of film and TV.
We’re proud to be working in a small corner of that world.
