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A look into the NYC based collective, Whooden

Whooden is a multidisciplinary collective based in NYC that develops and produces content for brands, agencies and media companies. From an award-winning documentary filmmaker to visionaries born out of counterculture movements in art, architecture, music, and fashion, Whooden strives to be thoughtful and inventive while pushing to tell stories from singular perspectives.  Whooden's founder, Garen Barsegian lends his talents to the Collective as an executive producer, and filmmaker.

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"Basically, we get to make cool stuff with our friends and we’re all under the same umbrella. It's been the same group of people over the last couple of years coming together on this collective. Whooden is the home for the work that we do." 

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Projects

Whooden  has produced content spanning music videos, branded content pieces, digital spots, docu-shorts and editorial films. Garen's directorial work is marked by a hyper-visual aesthetic reflected in his spots for Nike/Jordan, MCM, Marc x Marc  Jacobs,  McLaren, Chrysler and Glyph Tech. With an infectious creative drive, Garen strives to employ his vast production experience and passion for technology to push an inventive visual language that elevates compelling narrative. 

 

 

"On our shoot with Russell Westbrook for Jordan Brand we had to capture twelve setups in 2 hours. We shot six still and six motion setups. Everything had to be super dialed in. We rehearsed, then took a whole day to pre-light and work out the kinks. When he came in - we breezed through the setups and got the shots one by one without any hiccups. Data Management workflow can vary from project to project, but if I were to give a basic re-cap, I'd say that you take the cards from the camera to the DIT who then dumps footage onto a drive. The editor has their main drive that they edit off of and all of the information is transferred a third time to make it redundant. 

Drives fail all of the time - the key is that the content is redundant. We haven’t had anything crazy happen but that's why we have master and backup, I’m very particular about that. You should have a dedicated person on set whose sole purpose is data management or some type of DIT management. You have to think, if the budget is half a million dollars for a shoot, basically, those drives are worth half a million dollars. To not have someone focusing on that alone is crazy not to have! That’s a huge risk to take."

 

Built to last

"To be honest in the 3-year experience I haven’t had a single problem with these drives.  Maybe that’s a testament to the mentality that the product should be so well built that nothing occurs. The other fact to consider is that they stand behind their drives. Many manufacturers create / sell hard drives – but few stand behind their products should something go wrong."

 

WHOODEN REEL 2016 from Whooden on Vimeo.

Whooden 2016 Reel

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A look into the NYC based collective, Whooden

 

 

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