Behind the Title: WIG director/DP Daniel Hall

NAME: Daniel Hall

COMPANY: LA-based Where It’s Greater (@whereitsgreater)

Dan on set for Flyknit Hyperdunk project.

CAN YOU DESCRIBE YOUR COMPANY?
Where It’s Greater is a nimble creative studio. We sit somewhere between the traditional production company and age-old advertising agency, meaning we are a small team of creatives who are able to work with brands and other agencies alike. It doesn’t matter where they are in the spectrum of their campaign; we help bring their projects to life from concept to camera to final delivery. We like getting our hands dirty. We have a physical studio space with various production capabilities and in-house equipment that affords us some unique opportunities from both and efficiency and creative standpoint.

WHAT’S YOUR JOB TITLE?
Along with being the founder, I am director and lead cinematographer.

WHAT DOES THAT ENTAIL?
That entails pretty much everything and then some. Where It’s Greater is my baby, so everything from physically lighting and capturing the photos on shoots to making sure we’re headed in the right direction as a company to securing new clients and jobs on a consistent basis. I take out the trash sometimes, too.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
I think what may surprise people the most is that we work mostly client-direct. A lot of agencies or cinematographers have agents or reps that go out and get them work, but I’ve been fortunate enough to personally establish long-lasting, fruitful relationships with clients like Nike and Beats By Dre and MeUndies.

WHAT’S YOUR FAVORITE PART OF THE JOB?
By far, my favorite part is creating beautiful advertising work for great brands. It’s really special when you get to connect with clients who not only share the same values as you, but also align and speak the same language in terms of taste and preferences. Those projects always come out memorable.

WHAT’S YOUR LEAST FAVORITE?
All the other mundane tasks I take on during a day-to-day basis solely so that I can create some truly great work every now and then. But it’s apart of the process; you can’t have one without the other.

WHAT IS YOUR FAVORITE TIME OF THE DAY?
Anytime a client calls me with an exciting new opportunity (smiles).

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
I could see myself doing a few different things, but they are all in the creative/production field. So I would most likely be doing what I’m doing, but just not for myself.

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
I always remember having a creative eye from a young age. I get that naturally from my dad who was a camera operator, but it wasn’t until my cousin put a camera in my hand around 18 or 19 that I really fell in love with photography. But even then I didn’t exactly know what to do with it. I just followed the flow of life. I took advantage of the opportunities in front of me and worked my ass off to maximize them and, in turn, set myself for the next opportunity.

After 10 years, I have a 4,000-square-foot studio space in Los Angeles with a bunch of toys and equipment that I love to use on projects with some of the top brands in the world. I’m very grateful and fortunate in that way. I’m excited to look up again in the next 10 years.

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
We most recently worked with Beats By Dre on their global ‘Made Defiant’ campaign. We were commissioned to direct and produce a series of product films and still-life imagery to showcase their product line of headphones and earbuds in new colors that resemble their original headphone in order to pay homage and celebrate the brand’s 10-year anniversary. We took advantage of this opportunity to use our six-axis robotic arm, which we own and operate in-house. The arm gave us the ability to capture a series of beauty shots in motion that wouldn’t be possible with any other tech on the market. I think that is what made this job special.

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
I really loved what we did last summer for Nike Basketball and Dick’s Sporting Goods. We directed and produced a 30-second live-action spot centered around one of the most popular basketball shoes of the summer, the Flyknit Hyperdunk. Again, we were able to produce this completely in-house, building out a stylize basketball court in our studio space and harnessing our six-axis robot yet again to make a simple yet compelling advert for the sportswear giant.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
Chemex — I’m by no means a coffee snob, but I definitely have to have a cup to start my day. There is something therapeutic about it.

Color meter — I can live without my light meter. I rarely, if ever, shoot film for commercial jobs, at least at this phase in my career, but I love my Sekonic C-700R color meter. It allows me to balance all my images and films to taste.

Hyperice foam roller — In the last year I’ve been a lot more active and more into health and fitness. It’s really changed my life in a lot of ways for the better. This vibrating foam roller is a major key to keeping my muscles loose and stretched so I can recover a lot faster.

DO YOU LISTEN TO MUSIC WHILE YOU WORK?
Of course. I got my start growing up in Atlanta directing music videos for some pretty noteworthy artists, so there is frequently some form of southern hip-hop playing throughout the studio. From the iconic duo of Outkast to the newer generation of artists like Future and 2 Chainz, who I’ve had the pleasure of working with, I always have something playing in the background.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
I do some of the typical things on a regular basis: exercise, massage therapy, vacation time. Nothing special really as of yet, but if I crack the code and find a new technique I’ll be sure to share!


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