Your Freelance and Contract Destination
Palm Way Studios began as a simple project studio; built with nothing more than a four track cassette recorder and a Shure SM57. Today it is a full fledged, multipurpose production house, specializing in Audio Recording, Cinematography, Voice Overs, Visual Effects, and Motion Graphics,
Supported by eight years professional advertising experience, I, John E. Tucker, Owner/Operator of Palm Way Studios, have worked with many of the industries top named brands; including, but not limited to, Mercedes-Benz, Porsche, BMW, Ferrari, Nissan, and Volvo.
From hard sell to luxury I have met every challenge, delivering top level creative with local advertising budgets. By using some of the industries most coveted tools, my deliverables always meet or exceed the expectations of the client, turning their basic Tier III creative into something memorable.
But Palm Way Studios isn't merely an automotive advertising machine. It is a friend of the local music scene.
As a musician by heart, it is my intent to have Palm Way Studios be your go to source for audio and music video production.
Unlike others in my field, I understand the financial strain local bands endure. It's hard enough buying the stuff you need for your shows then to try and come up with the cash to properly record an album and its supporting music videos.
While I do charge for my services, I intentionally keep my prices low so as to ensure that my fellow musicians are seen and heard without breaking the bank.
Built around sound, Palm Way Studios exclusively uses Universal Audio accelerators, plug-ins, and interfaces. With names such as Neve, SSL, Lexicon, MANLEY, and STUDER as part of my collection, I bring true analog sound to any medium.
Behind the scenes is the lifeblood of the professional studio; the cable of the pros, Mogami.
These high end cables deliver Universal Audio's true analog technology with zero coloration, distortion, or interference.
For video, I turn to the king of independent film, Blackmagic Design.
Here you will find my camera of choice, the 16 lb. big daddy itself, the URSA v1. With its huge 10 inch screen, 4K resolution, and Global Shutter, this behemoth reigns supreme against all others.
For smaller shoots, I use the Production Camera 4K, with it's little brother, the Pocket Cinema Camera, as my go-to for any run-n-gun or Ronin based production.
In the end. a camera is only as good as its glass, which is why I only use Sigma fixed aperture lenses, particularly the 18-35mm F1.8 DC HSM | A, 50-100mm F1.8 DC HSM | A, and the 14-24mm F2.8 DG HSM | A
Cutting Edge Technology
Two finished projects while a student at Governors State University.
Independent Film and Digital Imaging
Normally, experience and educations coexist, but in the world of art and design, one does not need to seek out an advanced degree in order to paint the next great masterpiece or film the latest blockbuster.
With that being said, it never hurts to learn, which is why there are numerous how-to videos posted on Vimeo and YouTube. Some sites, like Lynda.com and Pluralsight, offer other ways of learning outside of traditional schooling but they are still learning sights just the same.
While I do have many hours invested with each of these services, I have taken my education several steps further; earning a degree in Multimedia Communications and one trimester shy of a Masters of Fine Arts Degree in Independent Film and Digital Imaging.
Before entering the Independent Film and Digital Imaging program at Governors State University, I was the type of filmmaker that shot from the hip. I figured I knew what I wanted in my head and didn't want to waste time writing a script, creating storyboards, shot sheets, and schedules. By the time I finished my first year, all of that amateur thinking was completely wiped away.
So why didn't I finish my degree? Because I was offered a Video Editing position in the beautiful, ocean side town of West Palm Beach, FL. I figured that the degree is supposed to help one get a job and since the job kinda fall right into my lap, I couldn't pass it up.
So I packed my bags, relocated to the sunshine state, and have had a very interesting career for eight solid years. One day though I plan to finish what I started, and finally earn my MFA.
Who knows? It may happen sooner than expected.
Living the Dream
When I was introduced to the world of automotive advertising, I was struck by how different automotive advertising was to conventional filmmaking.
With filmmaking, preproduction was paramount. In advertising, it’s get it out as quick as possible. You don’t have time to fully flesh out concepts, write scripts, build storyboards, shot sheets, and acquire talent. Instead, scripts were hastily penned, storyboards and shot sheets an afterthought, and talent was usually based on who is the least expensive (or in other words; who on the staff would be willing to be on television).
Even shoots were rushed as we would typically film two to six commercials in various dealerships in an eight hour block, usually as a one man band. What that meant was a single person having to direct, DP, set up equipment, roll camera, run audio, adjust lights, and breakdown for the next location.
Editing wasn’t much better. Since everything is deadline based, ten to twenty spots would typically drop on a Wednesday with the due date that Friday. This only gave us a couple days (if we were lucky) to scrub the footage, create supers (Titles), select and edit music, edit the VO (Voice Over), and create visual effects. We would then have to addresses any revisions that the Account Executive and/or General Manager had before uploading the final deliverable to all the stations.
It was tough. No question. But it made me a better video editor, visual effects artist, director, audio engineer, cinematographer, and graphic designer.
During this time, my role as Video Editor expanded to Senior Video Editor which also included that of Copywriter.
While not an official member of the copywriting team I was brought in as a “script doctor,” fixing, or, in some cases, completely rewriting the creative submitted by our copywriting department.
My focus was brevity; allowing for a bit of breathing room in the final composition. I didn't subscribe to the idea that just because I had ninety words to play with that I had use them all.
What this did was create better flowing narratives; a concept that the audience could connect with instead of being bombarded with an incomprehensible blur of USP's (Unique Selling Propositions).
As I look back on my time in South Florida, I am proud of what I accomplished; for not only was I instrumental in steering the company away from Tier III television, I was a lead talent to my clients as well.
So where do I fit within your creative environment?
I’m a plug and play type of asset. With so many hats under my belt I can easily assimilate into any department; for I am more than a video editor; I am a cinematographer, audio engineer, visual effects artist, copywriter, graphic designer, director, and producer. I embrace the complexity of the creative process and have set in motion a place for you to go for all your video production needs.
Consider Palm Way Studios for your next project. You won't be disappointed.