W@W Videofest: Veluz by Jason Magbanua

You may think of this the close encounter of the artistic geniuses.

How else would you describe international wedding videographer, Jason Magbanua, doing the finale for the 2015 WaW Videofest for fellow world-renowned gown designer, Veluz Puno-Reyes?

Jason knows all too well the pulse of the WaW Videofest, having been part of the first run in 2009 and having been the subject of the 2011 Videofest. Now that this year’s event puts the spotlight on Veluz, Jason once again takes to his comfort zone, behind the lens.

When asked what the videofest means to him, his answer was, “I think the unspoken thing about this, it’s a friendly competition. So no matter how friendly we are, all these people are my ‘compares’, it’s still a friendly competition. Not to outdo each other but to just push ourselves individually of what we can do. Because the cinema, it’s a platform that we rarely get the chance to have. And regardless of how close the topic is or even if it doesn’t have mass appeal, because still the niche is wedding or to be limited about it it’s about Weddings at Work in general, it’s still a great platform to be featured in.”

This year’s Videofest star is no stranger to Jason as he and Veluz have been on the same aisle, so to speak, countless times and a run-in with the designer is an ordinary occurrence. Just another working day for both. But during the production Jason was surprised at what he learned about Veluz. Jason shares, “Before the interviews I did not think I could admire and respect Veluz more.”

On the treatment that he used for the film he says, “I already know that there exists a bond, this relationship that exists between Veluz and the brides. It’s plain to see. But to be able to present it in a visually arresting manner, that was the task, how to make it visually engaging.” He furthers, “A lot planning went into what I did. I suppose a third of the time was thinking about what to execute, what to do…more of treatment.”

On his work about Veluz, Jason shares, “The title of my piece is “The Most Beautiful Dress You Will Ever Wear.” And the set piece is a body form mannequin without a dress. I wanted to communicate that there is no one beautiful dress but all of these dresses owned by the brides that I talked to, their dress is the most beautiful for them. It’s the bond between the designer and the bride which makes it the MOST beautiful. It is up in the sky. It is intangible, it is abstract. It is in their minds. Whatever design the designer thinks of for the bride that is placed on that body form, based on their dynamics, that’s the most beautiful.”

The genius storyteller that Jason is focuses on Veluz through her brides and their deep relationship. Nothing else. In fact there is nothing else that will distract you from that while watching this film. Jason masterfully worked in a minimalist visual treatment to provide the viewer with an unobstructed scene. Set against a starkly sparse background with just the hint of fabric, a chair and bright, fresh lighting that draws your attention to the bride on the hot seat. No diversions present. Just the bride and what she has to say. The story is in her words. Just listen.

Jason creates the most perfect homage to the artistry of Veluz, a quiet listen of the work of a great artist, whose secret to creating the perfect dress for the bride is to listen to the person, to that girl inside as she pours her heart out and shares her precious dream wedding. Listening is Veluz’s her greatest form of respect for her bride. It is a kindness that she shows to all her brides and a kindness that Jason, who perfectly understands those silent but profound ripples, returns to Veluz in this sublime tribute.

What makes Veluz shine in this film and in real life, according to Jason, is “her authenticity. She’s a listener. She does not compromise. It is not about the money, no matter how expensive she is. It is how she treats her work, her staff and her brides. She’s is true to herself and to everybody.”

Jason Magbanua’s “The Most Beautiful Dress You Will Ever Wear” for the 2015 WaW Veluz Videofest.