The 20th Lecture of the "Meeting Intellectuals in the Spring Hills" Lecture Series continued to be held "in the cloud". We were fortunate to invite Lishabai Yi, who devoted herself to the photography and production industry, to share with us her experience and feelings.
Review of Lecture
By telling us the process of creating art works and showing the procedure of commercial photography in details, Lishabai Yi conveyed her point of view -- that the creator's personal feelings and thoughts should be the starting point for photographic creation. Through the cultivation of hammering out details, the works are finally produced.
Be Pretty and Intelligent is a group of works developed based on Lishabai Yi's own ideas about tattoos, which showed her thinking and feelings of cultural differences between the East and the West.
"Every detail that appears in the picture must have its reason. Make it a habit to ask yourself 'why'." Even in the process of completing business projects, Lishabai Yi and her team are committed to enriching the preliminary work and improving the details. This is why they can efficiently produce works that meet the high requirements.
Selection of Questions and Answers
Q:How can students without artistic background enter the cultural industries?
A:I think the most important thing is to cultivate personal aesthetics. Enjoy more exhibitions, listen to more lectures, and accumulate more experience. Gradually you can find a certain direction. No matter what your background is, the most essential thing is that you are really interested in this cause and are willing to think about it.
Q:It is merely a short commercial film, but it actually costs a lot of manpower and material resources. How do you balance the cost and effect in your work?
A:Advertising essentially has the property of FMCG (fast moving consumer goods). It needs to quickly grab and attract the attention of the audience. Also the time of our cooperative partners is often very limited. Therefore, we must invest a lot of manpower and material resources to match their time, and then achieve the desired effect of the clients or directors as soon as possible.
Q:How to balance the difference between the public aesthetic and the photographer's own aesthetic?
A:Many commercial photographers or directors actually have their own ideas, and communication before the shooting is very important. We will spend a lot of time on the script, set a direction and devote ourselves to this goal.
Q:How much does this industry depend on interpersonal connections?
A:In terms of my own experience, I didn't know many peers when I first started my career. Later, some people introduced projects to me. As long as I take these projects seriously, people will turn back again to cooperate with me and gradually a stronger network of relationships can be built.
For the full version of the lecture, please click the link to log in the campus account to watch the video.
About the Guest
Lishabai (Lisa) YI, Founder of Simulation Factory Inc., Director of Fashion Photography and Producer. Lisa is considered as one of the new creative class rapidly emerging from China and taking on the world.
Lisa began her career in New York as the photographer of the MIC Group, and the first clients are Vogue and ELLE, then Tom Ford, Chanel, Louis Vuitton and some other brands. In 2013, she decided to stay in New York because of the MIC Group.
Thanks to strong relationships in China, she handles some Chinese Brands' published projects and enables brands to build up their relationships in the US. Also, she helps brands and magazines to produce commercial projects in New York, Los Angeles and Beijing.
As a result, leading fashion magazines - including Elle, Elle Men, Vogue,L' Officiel, Paper Magazine, Self Magazine - collaborate with Lisa when they need ideas for presenting designers' collections.
Her clienteles include P&G, Michael Kors, Coach, Tiffany, Cadillac, Chanel, Air China, OPPO, etc.
In 2015, Lisa decided to create her own agency in New York, named Simulation Factory.
Meeting Intellectuals in the Spring Hills
"Meeting Intellectuals in the Spring Hills" is one of the University's lecture series where the University will invite social elites in such fields as culture and arts to share with our students in form of salon or lecture to promote a discussion of thought-provoking issues or soul-searching experiences. During the lectures, everyone will have a chance to listen and respond to their world views, their aspirations, and intellectual taste in life.