arnering four Gold Cannes Lion Awards, five Clio Awards, and a wide array of other prizes, Particle 3 is an immensely successful production company. Working with films, music videos, and commercials, Particle 3 has expertly dipped its feet into differing industries, proving its innate, diverse talent that is unparalleled by other agencies.
Lihu Roter, Particle 3’s executive producer, experimented in the production industry in Tel Aviv before moving to New York. He started his own music label in Israel, releasing fourteen albums in only two and a half years. He produced several music videos at age 25, and later fell in love with film. Lihu moved to the States to work on his second film feature, and eventually began Particle 3. We chatted with him to hear his top advice for successfully planning a production.
1. Find a great location.
The location is the most important factor of planning a production. It’s important to lock a location far in advance. Often, the location defines the production. The location also needs to match a production script or creative.
2. Consider the amenities.
Try to find a location that has parking, space to eat, a place for storage, room for art storage, and so on. These are all crucial facets of a venue that will help make a production run more smoothly.
3. Weigh different lighting options.
I like to find a venue where light can be controlled. Windows are great as long as they are balconies to place lighting equipment outside the window and control the light.
4. Try to shoot in a studio.
It’s always the most convenient to shoot in a studio. An apartment, for example, would probably be the worst place to shoot, as you don’t have room for anything and need to take account of people’s things. A studio is great because it has high ceilings, adjustable lighting, and a large space.
5. Always look out for new trends.
In the production industry, it’s important to always look ahead and notice up-and-coming things or features. I’m a great believer of education through video, for example, so I’ve delved into lots of interactive videos.
Words by Katie Roscoe
