CRAFT AND CONCEPT
I'm going to go into a bit more description as to what craft and concept means:
Craft-When you use craft in experimental video you concentrate more on how it looks more than what it actually means. When you prioritise craft over concept in experimental video it usualy means the video is more technically apt and they usually take longer to film.
Concept- A concept in experimental video is the idea that the video is based around. If a video is concept based it needs little or no craft involved at all. If you watch a concept video only for how it is made you probably wont get it, you need to think about what the director is trying to tell you.
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