#STORY2012 :: Isaac Rentz – Creative Process

┬áBorn in the coldest city in Japan and raised in the sweltering heat of Arizona, Isaac’s highly stylized, creative music videos for bands like Cage The Elephant, blink 182, Manchester Orchestra, and Lissie have earned acclaim and heavy airplay on music channels in the U.S. and abroad. His broadcast and viral video work for clients like The Gap, Nintendo, and Red Stripe have been viewed by millions, and his short films have been screened at festivals on both coasts. His quirky, detailed work has been honored with nominations at the MTV Video Music Awards, Supertoon Festival, the LA Film Festival and in a wide variety of publications, including Pitchfork Media, Spin Magazine, and TV Guide.

Creative Process

  • There are 5 things that I’ve learned over the years that I want to share with you.
  • I was born in Japan to missionary parents. Then moved to Arizona.
  • I studied history in college, but started designing tshirts for bands, then one came to me and asked me to do a music video for them.
  • From that moment on, I was bit by the directing bug. I didn’t go to film school, but I just jumped right into it.
  • I got offered a job at a small record label in LA.
  • I would pay bands to let me make a music video for them. I sunk so much money into that, but eventually someone came to me and offered me a job.
  • Creativity is supposed to be really really hard.
  • My generation has alot of good things going for us, and we see obstacles and we stop. But obstacles are a really important part of the process.
  • Most often, work doesn’t start itself, you have to start if yourself.
  • One of the biggest challenges we go through as artists is finding our voice.
  • Trying to find your voice can almost freeze you up as an artist.
  • Sometimes there are so many things you could do, that you end up doing almost nothing at all.
  • Many times we find our voice through taking creative risk.
  • You’ll never win at creativity.
  • I can’t allow myself to measure my art by what it may or may not achieve.
  • We create because we’re creative people, and we have no choice. It just comes out.
  • Sometimes when things are going wrong during the creative process, things might actually be going right.
  • So how do I reconcile doing what I do, making videos for secular organizations, rappers, brands, etc.
  • I don’t think ‘christian’ art exists.
  • There is no wrong way to do art, as long as you’re being honest.

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