Alumni Interview: Steve Crandall
Video Production

Steve Crandall (Video Production, 2004) believes in changing the world, one frame at a time. His production company, ProMotion Arts, uses that phrase as the corporate motto, and Crandall preaches it with enthusiasm.

It stands to reason that Crandall would believe in the power of change. He has re-shaped his future many times, always seeking to challenge his limitations and satisfy his creative spirit.

Crandall trained as a corporate lawyer, earning his degree at Seattle University. He accepted a job in finance, and quickly moved from practicing law to consulting. The decision transformed his world into one of security and privilege. His Connecticut home was a subway ride from Wall Street, where he oversaw $500 million in investments for his firm. The work was rewarding, but he missed the West Coast, and so decided to return to Seattle to open his own consulting firm.

His return gave him an opportunity to audition for The Seattle Men's Chorus. Crandall became known among the members for his tech-savvy, and for this reason they asked him to help edit a tribute video for Artistic Director Dennis Coleman. Crandall enthusiastically accepted, and began a four-month project that would again change everything.

As the scale of the project grew, Crandall dedicated himself to its success - terrified by his inexperience, but unwilling to say no. With the final editing finished just hours before show time, Crandall had succeeded in producing an emotional tribute that brought down the house. A friend recommended the video production program at The Art Institute of Seattle, and Crandall jumped at the chance.

At The Art Institute, instructors like Kenny Smith challenged Crandall to think differently. He became interested in using video to play with reality and change perceptions. Nearing the end of his studies, he took on another project for The Seattle Men's Chorus; and this time the scale would be much larger. Crandall, acting as producer, hired a dozen fellow students to create a multi-screen integration of video, still images, and music. The piece, celebrating the 25th Anniversary of the chorus, was a powerful success. World News Tonight featured it on their Sunday broadcast, and the video received special recognition at the 2004 AEGIS Awards. Crandall had created a masterpiece, just in time for graduation.

Today, ProMotion Arts is growing steadily, continuing to dedicate time and money to non-profit causes. Crandall believes developing relationships through pro-bono work is an important element of his success.

And he continues to develop his emotional style - one frame at a time.


Want to write your own success story? Then read more about our Video Production program.