LAI Video at NRF 2018 - Behind the Edit Shaq (Video)
LAI Video spent a week on-site in New York City for our SEVENTH annual conference with the National Retail Federation. As Tori, Favata, Jun, Dylan and De’von captured gorgeous slow-motion photography of a really big show (with some really big names), Rob and I survived the monotonous and psychological grind of overnight video-making.
A pivot from 2017’s focus on professional development, this year’s highlights had to have significance. It had to be hip and heavy and prove that the retail industry, as well as Retail’s Big Show, are not victims to change — but driving it.
Remaining one of the few projects that LAI Video allows me to edit, NRF 2018 is my seventh iteration of the evolving event and my first edit as a Premiere Professional. This year, we dropped some janky beats and enough swagger to bring out the trade show’s inner-Kanye. It was our first use of slow-motion in a high-speed, high-stakes edit, carefully slowing the roll of key moments while keeping an eye on the clock (and our caffeine levels).
Tori continued her streak of hard-hitting celebrity interviews at the NRF Foundation Gala. This year was her biggest balancing act yet, talking with Shaquille O’Neal while standing on a chair.
Favata photo bombed Shaq. Or did Shaq photo bomb Favata?
From the depths of our video dorm room, Rob and I went through another self-imposed emotional journey of overnight editing. The background noise of Disney and Twilight movies steadied our sanity with regular interruptions for daily HQ trivia sessions and [super occasional] meltdowns.
While Dylan and De’von carefully staged the coveted "meet and greet," Jun masterfully racked his way through a natural triple handshake in the wild. This is basically the snow leopard shot of networking b-roll.
Making this an established family affair, super-pregnant Christine returned (along with #babyboyzou) to give free backstage tours from her NRF-provided scooter. Punching it to "bunny" speed, she nearly left Favata in the dust.
Jokes and outtakes aside, NRF 2018 was tough but a sleepless spectacle worth remembering. As Colette says in Pixar's Ratatouille, “You think cooking is a cute job, eh? Like mommy in the kitchen? Well mommy never had to face the dinner rush… Every second counts, and you cannot be mommy!” I count myself lucky to work with such a dedicated kitchen staff that can take orders under pressure and still find time to get fancy with the spices.
More photos on SmugMug.