A Chat With: Smokescreen Visuals

Chalk Eastbourne’s Donna Fielder headed over to Pacific House to meet Matt, Kai, and Louise to learn more about the Eastbourne-based filmmakers and storytellers, Smokescreen Visuals.

Donna: First of all, can you give me a quick summary of the services you offer at Smokescreen Visuals for anyone who hasn’t come across you before?

Smokescreen Visuals: “We’re a creative studio that uses the moving image to tell stories. We produce films and adverts for corporate brands, but our expertise extends to feature films, documentaries, and event videography. We’re a creative powerhouse! Despite being a small team, we have a fantastic range of complementary skills allowing us to offer a full-service experience from ‘script to screen’ - including sourcing actors, props, and everything else needed to create a compelling, high-impact film.

“We’re particularly passionate about helping small businesses create TV adverts, which are now far more affordable than many people realise, thanks to highly targeted advertising.”

You started the business over 20 years ago, which is an amazing achievement. What led you to take the plunge back then and become incorporated?

“It all started with Matt. Passionate about media, he sent out 200 VHS tapes showcasing his work to companies across the UK, hoping for an interview. Only two responded, but one offered him a job in London producing cinema trailers for the games industry. That’s where he honed his craft.

“After four years in the city, having worked his way up to Senior Editor (with plenty of commuting in between), he felt a strong pull to return to Eastbourne and offer his skills to local businesses. And so, Smokescreen Visuals was born - from his parents' spare room!

“The first-ever project Matt worked on was a short promo video for someone who had designed storage boxes for car boots, involving a bit of guerrilla filming in a Sainsbury’s car park!

“From the outset, Matt was ahead of the curve, achieving a cinematic look in his work that set him apart.

“Later, Kai joined the team, having taken a similar approach by sending a short film to Matt (and many other agencies!). They had known each other previously and, after watching the film, Matt was so impressed by Kai's shooting style that the rest is history.

“Louise completed the team later, bringing not only her creative skills as an executive producer but also her meticulous attention to detail, ensuring every shoot runs smoothly - from scheduling to casting to keeping everyone fed! A great experience on set makes people more likely to work with you again.”

Fast forward 20 years and I imagine the day-to-day looks very different for you. How has the business evolved in that time, and why?

“When we started, DVDs were the go-to format. Everything we produced was recorded onto a DVD and handed to the client. Now, everything is digital and designed for multiple platforms. Your advert can reach 100,000 views in a single day - it’s incredibly fast.

“Targeted advertising has also revolutionised the industry. With the wealth of data available - from web searches to social media algorithms and supermarket loyalty cards - advertisers can pinpoint specific audiences. That means the TV adverts you see while watching your favourite show might be completely different to those seen by your next-door neighbour.

“Smaller businesses can now produce an advert and specify an exact audience, region, or postcode for it to be shown in, reducing costs significantly. And they only pay if viewers watch at least 75% of the ad.”

“Many businesses don’t realise this service exists, so it’s a key focus for us moving forward. We act as an agency, handling everything from scriptwriting to submitting ads to Clearcast for approval (the body that approves all TV ads). We can also repurpose the existing assets a business has into a polished, short-form ad.

“We've also seen a shift in client needs. Instead of traditional corporate films for websites, businesses now want content tailored for social media. We create modular films that work across different platforms and help clients target the right audiences.

“Previously, we were purely a production company, bringing clients’ ideas to life. Now, we’re also a full-service agency, ensuring our clients' content gets seen and makes a lasting impact. Many of the biggest production companies outsource different elements of the process, but we do everything in-house. This keeps costs down, maintains quality, and stays true to our clients’ visions.”

How have technological advancements impacted your work, and have they all been positive?

“Back in the day, everything was recorded onto BetaCam video cassettes, which then had to be rushed to a broadcasting house (usually via motorbike courier!). A BetaCam recorder cost about £30,000 new, but you can now pick one up on eBay for £500.

“But now, everything is sent digitally, which is a game-changer. The Red Cinema cameras we use allow us to shoot in RAW format, meaning we can adjust colour temperature and other elements in post-production on a frame-by-frame basis. We’ve even shot scenes at night and adjusted them to look like daytime!

“We still use DSLRs as a more cost-effective option for clients, but they offer slightly less flexibility in post-production.

“Editing software has also evolved. We use Adobe editing suites, but affordable alternatives like DaVinci Resolve make it easier for students to develop their skills.

“While technology has made video production more accessible, high-quality content still stands out. We all subconsciously respond to well-produced content - the curation, colour, and sound all make a difference. We help businesses create content that leaves a lasting impression, rather than something people will scroll past.

“For some clients, we now create 14 days' worth of content at a time, helping them build momentum and reinforce their brand.

“Marketing is the oxygen of business survival, and investing in high-quality content alongside DIY mobile content is crucial.”

Can you tell me about one or two of the most fun or rewarding projects you’ve worked on?

“We love all our projects, but the most memorable ones are often those with the biggest challenges. Problem-solving as a team helps us grow and is one of our strengths.

“One standout project was our Crane and Co adverts. One used the story of Goldilocks and the Three Bears as a subtext. The client’s budget wouldn’t stretch to a jib for external shots, so we hired a cherry picker for £300 instead. We also faced technical delays, losing daylight and having to film at night. Despite the hurdles, the final result exceeded expectations and helped us evolve as a company.

“Another highlight was the Lightning Fibre TV ad. They selected a specific postcode and demographic for targeted advertising. Seeing their ad play between a Gucci commercial and the trailer for Gladiator 2 was surreal - a local business standing out among global brands. And the best part is the data we received on its performance. 

“We don’t just produce content and move on - we’re invested in its success.”

“Take a look at the portfolio of all our work on our website to get a feel for what we do.”

What advice would you give to those looking to break into your industry?

“For business-focused content production, formal education isn’t essential but can be beneficial. University gives you access to equipment and time to refine your shooting style. Hands-on experience is just as valuable as grades.

“Do free projects to build your portfolio and take advantage of online resources like YouTube. By the time you apply for jobs, ensure you have tangible work to showcase. It’s tough for companies to train someone from scratch.

“Be persistent. If you send material out, follow up with a call - you never know what might come of it!

“For film and TV, university is crucial for networking and contacts. Otherwise, proactively seek jobs as a runner (check out My First Job in Film). TV production is largely freelance, so making industry connections is vital.”

Why have you chosen to keep the business in Eastbourne?

“Having experienced the fast pace of working in London, Eastbourne was a huge draw. There are so many opportunities to film here. You’re right by the sea and the countryside and it’s a slow pace of life.

“Working up in London in the editing houses there, you are constantly dashing about from one place to another with no downtime. Here, we can work like that if we need to, but we also have more downtime and work-life balance. 

“The business community here is really strong and we are excited to help them beat the bigger businesses through their targeted content. We love collaborating and watching them succeed!”