Packaged Goods

RAE ANN FERA TIFF Packaged Goods

RAE ANN FERA Who are you? Rae Ann Fera, Curator of TIFF Packaged Goods; writer, Fast Company Co.Create.

What do you do? Career highlights? I am a journalist and content curator. I’ve been covering the craft of short form filmmaking for 12 years, first as editor of Boards Magazine, an international trade publication focused on commercial and music video production, and currently as a writer with Co.Create. I also curate TIFF’s bimonthly screening series Packaged Goods, which highlights excellence in music videos, ads and short films.

What makes a good video? What stood out about your picks? Technique at the service of story. Story doesn’t necessarily have to be a robust narrative - it can set a scene or create a mood - but I want to see piece that tells me about the band/artist, elevates the song and shows some serious filmmaking skills in whatever the chosen style. Too often music videos are flimsy one-trick technique ponies. I want the craft of a video to excite but not overwhelm or distract.