The first step I take when I edit a video is to chose the music.  Fortunately our client, Lori, founder of AReCafe, (also writes under the pen name of Samantha Sommersby ) totally agrees and we spent hours going through my royalty free music library looking for the right piece.  It had to have the vibe of the convention and still hold up under hours of listening.   Lori said if she had to listen to it 10  – 12 hours a day for the entire show it better rock!

I also listen for hours as I very carefully cut to the beat as well as to the personal heartbeat that the musician created.  Finding the nuances of the music and editing within those SFX allows the viewer to be excited with the unexpected sound and visual change.  This project had plenty of both.

COSProductions commissioned Fraasa Films editor, Victoria Fraasa, to work on this promotional piece for their client, AReCafe, an ebook site for avid readers. The goal of the video was to introduce the site and invite viewers to come to ARe Cafe as a social destination for all things ebook, e-readers and events.

The project had a fast turn around date and was completed a week prior to the convention giving all partners at ARe Cafe enough time to view and approve.  Their input was invaluable and working with clients like these who have vision, is such a pleasure.

Thanks again to Sheila English of COS Productions for assigning this job to me and allowing me the opportunity to create through this fantastic and exciting medium of the web.

Here is the final product. Hope Lori and the gang from ARe Cafe are having a blast at SXSW this week.

A montage of Infomercial and Commercial footage.

Steven Fraasa Commercial Reel: IL Vino Restaurant, Palace Station Casino, Levitz Furniture “Day and Night”, Channel 10 “Information Tunnel”, Urban Decay, Univision, ImmuneExtra.

Director of Photography for features and short films.