What filmmaker and painter Dan Covert built his creative career
"Nothing's going to happen on its own," Dan says. Dan. "The fastest way to establish your own career is to keep creating objects. If you're providing a range of products and services to your friends who are creating things, you need to keep you active as a director."
This is a philosophy that has lead Dan to a remarkable career with a plethora of awards including AFI, SXSW, and staff picks. " has shaped our careers,"" Dan tells Dan. "That may sound insane, but it's the truth. There was no public audience for these things. We bought cameras and learnt how to create things."
Only a couple of days after the publication of his debut feature film " Geoff McFetridge: Drawing a Life," which won the Audience Award at this year's SXSW We had the chance to speak with Dan about the process he uses. Dan talks about his method as well as his most original north star work. Take a look at highlights of the interview above, and then listen to the entire conversation.
You started out in the field of art. What was the path you took to go from there to a feature film?
Dan: We started an company in the year 1996. It began as a design business and later morphed into a motion-graphics business and then an production company. So it's this long evolution. Along the way we designed shorts, and a lot of them were Staff Picked on .
This was just a test and figuring out what is our culture in the business as in our roles as directors. When I turned 40, and I was thinking, "I'm going to make films someday." It was like, "Maybe I'm not going to start making films unless I get started." So I just searched for stories and the idea for this film began to take shape.
16 years can be an extended period of time to make things in the industry. Why do you stay?
Dan The truth is that it's truly fun to create this. Up until recently I was not thinking, "Oh, there's going to be this big event in which my professional life is going to change and I'll be in the Oscars." I'm not thinking about that aspect. I just think, "Am I having fun now? Do I enjoy the journey?"
If a strategy is announced into the world, you can't know how others will react to the plan. It's just like "Did I come up with the most amazing thing that I could? Do I spend time with and collaborating with people that I admire and love? Do we try to be real and honest?" I'm always the lots of irons in the flame kind of person. I own a company. I am a commercial director. I've produced this feature-length film for a while. I'm quite successful in my artist's practice. It's all about being patient and creating things I am passionate about. After that, I'll say, "We'll see where they take us."
The thing is, I'm not worried over the ' which direction they travel' aspect because it can be an absolute nightmare. Since, at the end of the day are you truly concerned about how famous or successful you have become? It's not what you'll be remembered at the age of 80.
What is your North Star of inspiration?
Dan The team keeps striving to make this better. But, the real story is telling stories. Craft and visual art. And those are kind of unclear terms, yet they do have lots of significance. Similar to "Can you tell a tale?" In many cases there is a false concept that we, as storytellers are at the point of telling the tale.
Commercials are a concept that is similar to art is that they're essentially opposite forces, however, it's not at the highest level. More about emotion and how you express it through breathtaking cinematography. We all possess our own voice. However, what I love is character and story.
What can you do to collaborate with a brand and not compromise your vision for your business?
Dan The first time I always thought "Oh I'm employed to perform the tasks they want." But then I came to the realization that "No They're actually hiring me for help and I'm aware of that I'm capable of accomplishing." So it was a big change to seek out the requirements of the company as well as the vision they had. It's still an important factor, however the greater and more I've grown as a director, the more I realized that people are coming to you seeking your personal perspective, a way to cut through the maze of issues and say, "What you guys need to achieve are these."
Do you have brands you're still hoping to partner with?
Dan The reason I say that is difficult because I don't take much notice of that sort of thing. It's all about "Is it an enjoyable and exciting task?" Some of the dull projects I've had become the most interesting work. I made a short film that revolved around a type researcher at Syracuse and it's a Staff Pick video we did. The guy who lived in a basement, who came across this font, which Pentagram then turned into the official logo of Syracuse University. This guy is amazing. I'd love to have people who are like him.
Everyone would like to work for Nike as well as all the fantastic companies. Sure, it's fun but I also like hearing these interesting stories and kind of presenting them on a stage.
I've never had the opportunity to direct. This was such a great confirmation to myself as an artist to have 300,000 people in just two days watched the film we made. And it's like, "Oh, my God." Do you know what is that? The film wasn't made in the form of a short film. We made it to be a part of a client's project. We only slightly edited it and then I noticed this audience.
Dress Code is in use for quite a long time. What keeps you in the dress code?
Dan: It just seems like it's the one place that creators of all kinds are able to check out what we've made. The majority of the work is related to short films, and it's self-funded, sort of creating these tiny trial balloons. And then other creatives get to are able to see the balloons. It's always shocking. Someone from an advertising agency might call you and saying "Hey we came across this project. Can you do this commercial for us?" It's like a one-to one. If we're doing it that way, the right people will be seeing it, they're increasing the visibility of our work and providing us with an opportunity to present our work.
How do you find your inspiration source?
Dan The greatest motivation for my work through artwork. Actually, I don't go to a ton of videos anymore. It's been a bit exhausting and am always searching ways to duplicate things, so I just look for ways to make things different in comparison to what we're used to or even look at documentaries for commercials that feature features or look at the fine arts to frame or using visual strategies.
What's the best advice that you've been given?
Dan: There's a quote of Steve Martin where he says, "Be so good that you can't be avoided by anyone." My experience is that I've adored this. Like many others, I want to be able creating something then one and completed. To me, it's all than putting in the effort and time to build the base of your work. Then, you'll be so good that someone will find the work.
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