Age Better was a Big Lottery funded project, led by South Yorkshire Housing Association, the aim of which was to reduce loneliness and isolation for the over 50’s.
The objective of the video was to raise awareness of the issue and to show how the monies had been used in line with the Lottery submission.
The approach agreed with the marketing agency was to capture events as they happened rather than staging interactions. Discretion was paramount both interviewing staff members and capturing footage of attendees, some of whom struggled with mental health issues.
A handheld ‘run and gun’ technique was used. ‘Run and gun’ is used when there is little time for scene preparation or scope for ‘pausing’. Effective ‘run and gun’ requires the videographer to be flexible and reactive to capture events as they happen. This is a strength of Snow Elk developed over many years working as a night club videographer.