I AM
I AM
 

THE DIRECTOR

   RODNEY RASCONA

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"I AM" is the latest film we've created, Shot In Malawi Africa And Brought To Life By Some Of London's Leading Creative Talent – the Best To Be Found Anywhere In The World. All Of Us Who Worked On This Film Are Part Of Something Bigger Than Ourselves - Saying "Yes" Instead Of Saying "No" – In Helping To Bring A Story Of Hope, Promise And Vision To Those Who Dream Of A Chance To Reach Their Full Potential in life.

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The film proved to be an arduous undertaking – not due to it's remote African location, but to the minimal aesthetic to be found in what was a formal academic environment with traditional desks and acres of concrete. However the story was strong, the young women such vibrant characters, and we had the freedom from trusting clients at the US Dept of State – Which enabled us to spend time creating images and to let the story unfold.

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Three weeks would pass before returning to London to begin post production work, with an abundance of footage, photography and a concept we believed in. the story went thru minimal changes – winding 3 months of production into an 18minute short film with a supporting 2-minute cutdown. As with all of our productions we can't create leading films that bring the human experience home without the trust of our clients, without our production department, and a myriad of professionals lending their disciplines to the film. As we turn the system off, put our pencils down on the "I AM" production, we always feel that we could perform just a little bit better – always wanting a bit more footage, A bit more time – Yet there is a moment to open your hands and let the film go.

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We want to let it Breath with the hope that – it will become much more than single frames of data – but that it will become a source of education, knowledge and along the way, creating empathy and compassion for those living within the frames of the film.

RR.