Over the past two years, photographers and videographers have had to grapple with considerable uncertainty. The pandemic raged and threw the profession’s business viability into doubt, stunting motivation and creativity. For Malaysia-based filmmaker Jonathan Chong, owner of JC Studio Films, this was precisely the case.

These twin challenges, naturally, had Jonathan in a rut, where getting by was a significant hurdle for his film studio. However, Jonathan learned to take advantage of the situation to further elevate his craft and boost the business.

Tenacity in the face of financial challenges

“Difficult” was an understatement for the team, but we understood that it’s better to bend than break during such circumstances. To rise above the financial challenges, JC Studio Films had to reinvent their ways and put their best foot forward to generate as much revenue as possible. As a small business owner, Jonathan’s first step was to keep the costs as low as possible to keep the company afloat when funds started to run low during this period. Editors completed wedding backlogs and produced promotional materials to market the company. These videos became the key for them to reach a wider pool of potential clients.

The studio’s response was to keep the positivity while facing uncertainty head-on. Luckily, the videography industry, albeit small, is a united one. The team stayed connected with other industry players to align on how they could collectively deal with the challenges. “We also worked with other agencies and studios that have the permit to operate shoots. This enabled us to keep the gears of the business running,” shared Jonathan.

With the rest of the industry powering through alongside them, Jonathan and his team were determined to rise above and beyond. Discussing the next course of action with industry peers made them realize that they stood together against adversity, and gave them hope.

Passion fuels motivation

“Like many other creatives, my team and I also dealt with creative and motivational blocks during those challenging times. We then looked inwards and tried to change our perspective. We asked ourselves, ‘Why do we do what we do?’ and ‘What is our purpose?’” he said. “With this, we took the time to learn new techniques and refine our craft. Our passion fuelled our motivation to battle through. We just needed some push to prevent burnout.”

Shooting daily and finding meaning in ordinary things and situations helped Jonathan and his team to keep their creativity alive and burning. To further improve their work during this challenging time, the team had to take inspiration and ideas from other videos they found online. They carefully studied the films, analysed the shots, and subsequently applied what they learned to their filmmaking process.

Amongst all the projects that they had undertaken during this period, they were most excited about their collaboration with Sony, where they tested out the Alpha 7 IV by creating a short film. Reflecting JC Studio Films’v perspective at that time, the film is about pushing boundaries and having the will and determination to achieve your goals.

To adapt to the changing landscape of filmmaking, the team had to expand their horizons and try out new mediums and platforms.They then started to produce pre-recorded shows, music videos, online events, live streams, and intimate wedding videos.

Evolving the business amid pivotal changes

Amid the challenges and restrictions, JC Studio Films strove to evolve their business alongside the changing expectations of their consumers. From the traditional way of producing films, they transitioned to the virtual world. The film studio understood that online platforms now serve as the main avenue for consuming content. Keeping pace with the market, the studio strategically invested time, effort, and finances to produce high-quality films. It learned the rules of the game, practised this new avenue well, and invested in equipment for live streaming and live production. In fact, it was even able to add livestreaming and live feed services in their repertoire for clients to consider.

“While we continue to hone our craft by exploring different styles and adapting to new ways of dealing with the new normal, our passion for filmmaking will never waver. As a film studio, it is inevitable that our style will evolve through the years. We take challenges as mere hurdles to jump over and get across,” stated Jonathan.

Moving forward to a more unconstrained filmmaking processes, JC Studio Films is striving to remain agile and evolving apace with the industry and its consumers. Bearing the lessons they learned during the pandemic, they are now well equipped to upgrade skills, experiment with new techniques, and take on new projects that previously seemed beyond their capabilities. Thanks to their Alpha cameras and Sony lenses, they readily embrace new challenges with excitement.

Overcoming the challenges of the past two years, Jonathan claims that adaptability is a crucial thing every business owner should have. Paired with grit and passion for their services, this skill will drive their business towards success amid uncertainties. Overcoming challenges ultimately boils down to perspective. For Jonathan and his team at JC Studio Films, making the most out of a dire situation came about by gathering courage and determination to continue doing what they loved.

“Always remember why you chose that path and why you decided to do what you do. Let your love for the arts prosper and not waver. Face the challenges and learn from them. This is how you get better,” said Jonathan.