Gulam Aziz
Creative Director
Creative Director at Syntax Motion. Gulam is responsible for the idea before the technique: what the film says, in which visual language, and why anyone is still watching after the first five seconds.
Book a first callWhat he is responsible for
A generated image is cheap today, an idea is not. So every project starts with Gulam and not with a model: what should stick, who is it for, and what gets left out. The concept comes from that, the storyboard from the concept, and the styleframes you approve from that.
For advertising the hook comes on top, the first one to three seconds that decide between watching and scrolling on. He builds several of them for the same film so you can test them against each other.
When you speak to him
- Concept: the first approval point, where the direction is set.
- Styleframes: the second, where you see the look before anything is produced.
How an idea comes about
First the goal, then the audience, then the one statement the film has to carry. After that references and a moodboard, because two people saying "premium" rarely mean the same thing. Only once that is settled does it become a question of models and descriptions.
Frequently asked questions
What does Gulam need from us to start?
A goal and an audience, nothing more. Five images you like help as well, see moodboard. We write the script.
Can we bring a finished concept?
Yes. He then checks it for length, clarity and whether it can be turned into images, and says openly where it does not hold.
How many concepts do we get?
One, not three to choose from. Three concepts usually mean none of them is finished. What does not fit gets changed at the concept, before images exist.
Topics he is responsible for
Each of these pages carries his name as the person accountable for the subject.
Read on: The whole team • Our films • Glossary
No idea yet, only a goal?
That is enough to start. Tell us what the film should achieve.
Book a first call