The box grew out of need
Sybil Ah-Mane and Russell Hall are filmmakers and they co-founded a film production company, Flexible Films in 2002. They are commissioned to make films for individuals, organisations and businesses. Having studied film, they became aware that people often become guarded or self conscious when faced with a camera and camera equipment. Their work was and continues to be predominantly in health and social care so they were often met with people who were not used to talking to camera. They had a desire to make the filming experience more comfortable so that they would capture rich content but also so that those being filmed gained from the experience. They have been using the Magic Video box since 2015 with great success. People say it helps them feel present and focussed.
The fact that people feel comfortable speaking directly to the camera has transformed the way we work
The Magic Video Box (MVB) was created by community filmmakers to enhance and simplify the interview filming experience. Flexible Films had a commitment to make filmmaking inclusive and enjoyable for everyone.
Their approach was to make the person being filmed feel as comfortable and empowered as possible so the process needed to be simple and not overwhelming.
They were frustrated with some of the filming equipment they used as they found that having lights and cameras could create a barrier to people feeling relaxed. Sometimes, people seemed at ease beforehand but as soon as the camera was switched on, they became tense and ‘not themselves’. It was as if the set up provoked fear and anxiety.
They’d noticed that people could react with dread when faced with a camera and even more so when asked to speak directly into the lens. People also recounted past experiences, where they’d felt intimidated by the crew and the equipment. They’d heard many stories involving bad filming experiences. They wanted this to change drastically as they wanted those being filmed to gain something out of the process.
In 2015, they designed the MVB to empower interviewees and shift control back to them. Their mission was to make the filming process enjoyable, reducing the intimidation of equipment and crew. They also recognised the potential of film as a powerful therapeutic tool, and the MVB became an essential camera accessory for amplifying the voices of those who are often unheard.
They received very positive feedback and many of their clients suggested the MVB should be available more widely. Some said they would not have offered themselves up to being filmed had they not seen the set up. They discovered that hiding the camera and replacing it with a reflection of the interviewer’s face made the person being filmed feel less observed and therefore less self conscious.
The set up also means both camera and camera person are not fully visible. The interviewer and interviewee are at a 90 degree angle separated by a divider so the person being filmed feels contained and secure.
They soon realised that the MVB was a game-changer and a very different way of filming. It proved to work well with people from different ages and backgrounds. Some neurodiverse people said the framing of the face in the box made them focus and feel more in the moment. They also found they could film many people in a short space of time because they quickly warmed up. Seeing the impact the MVB made, they wanted others to benefit as well.
They were offered support by a business client who specialises in supplying equipment to the lift industry. PEW Electrical Distributors gave advice on designing, manufacturing and distributing the MVB.
Since its launch in 2019, the MVB has supported a number of broadcast and community projects. It has been used at numerous events and the results have been amazing. People are able to talk meaningfully quickly, which for the filmmaker means more concise, engaging and usable footage.
The team would like to see the MVB used in more settings so that people who are not experienced at talking to camera can have a powerful presence. They recognise it’s therapeutic and educational potential because of the response it has received. Their hopes are that the MVB will allow more people to share their thoughts and ideas and have an impact on social change.
Easy to Set Up
The MVB takes about 15 minutes to set up and in seconds, with a tablet or phone, transforms into a teleprompter. The screen can also be used to view pre-recorded footage or talk to a person online.
