MyMedia - Micheál Lovett, director of 'Growing Up is Optional'
24 November 09

This week we chatted to Micheál Lovett of Blind Alley Productions. A talented young Irish playwright, Micheál recently directed 'Growing Up is Optional', an Age Action YouTube video that has caused quite a splash. We caught up with him to ask him a few questions.

Can you outline the general premise of the film for anyone who hasn't yet seen it?
I suppose the premise is to present older people in a light that maybe isn't seen on an everyday basis, and then through that to challenge the perceptions of older people. We did that by introducing a young, raw concept of hip hop and rappers and bringing that into an older context. We tried to brook some trends and to reinforce that everyone is individual and you can just as easily be a rapper at fifteen as at seventy.
 
How did you come up with the DJ Hip-Op character and concept?
DJ Hip-Op came from a discussion with Marian, who came up and said she'd had both hips done. She used the phrase Hip-Op and I just thought 'Bing!', lightbulb.
 
What was the hardest part of filming day?
We didn't give a script to our actors. We had a script but they didn't. We wanted it to seem fresh and fun. The idea was to throw our ideas out and see what they'd go with. So the hardest thing was also the best thing. When you're on the balls of your feet with the camera rolling, you have to make choices as to what to go with then and there. When you see something work then you can develop it. Be as prepared as possible to change on the day. That way if something that you think will work doesn't, you have other options and aren't standing there twiddling your thumbs. Best to do most of your thinking beforehand and then run with ideas on the day.
 
So you'd advise other viral video directors it's best not to be too attached to their initial vision?
Absolutely, yep. When you're doing it on the low-down in terms of budget you really have to make things stretch. It comes down to whether you can pull it off in terms of bringing people into the work and keeping within your means. Just having enough fuel so that when we do go to the edit we have enough there to really drive a narrative. We had to introduce people to the concept of DJ Hip-Op and attach Marian's story and the message of growing old and being vibrant, the concept of positive ageing.
 
Anything you liked that didn't make it into the video?
If you're doing something for a laugh then the borders are wide open; you can do anything for a viral. There's nothing restricting you in terms of concept or content because it's your own work. If you're approaching a client that has a very serious and responsible job like representing older people in Irish society, a job that comes with a lot of pressure, you have to be aware of the things that they stand for. I'm very, very happy with it. I think the best parts went into the video.
 
What is your favourite part of the video?
I like the aggression and energy of it. You don't normally associate older people with that kind of energy, that kind of fire in the belly. DJ Hip-Op getting right into the camera and telling us to "Get a life" is a great moment. Also, "If you're looking down and not looking up, it's a great day!" is a wonderful line.
 
The video has been picked up by more traditional news media since its release. Was that expected? Why do you think it is?
We're so surrounded by doom and gloom now; flooding, hand-balls, recession. The video ran as the light story of the week. Some of the frames and footage were placed as stills in newspapers. It helped, too, that we had quite a good still shot of Marian with loads of bling on and she's looking into the camera with a great expression. Sometimes [whether it's picked up] depends on the quality of the picture, as well as the story and the narrative. Getting onto page three of the Sunday Business Post, the Star and the Examiner, I mean that coverage was creating an opportunity for people to see the video. An avenue was provided to click onto it. Initial coverage was about giving a thumbs up or a well done to Age Action Ireland for entering into the fray and doing it in the first place. To have something that has a good message off it, that is Irish and has an unusual context and story to it as well as a positive message is quite daring. And they ran with it, fair play to them.
 
Finally, Micheál, is this the only viral video you have directed for YouTube?
Yes, it is.
 
Would you make another?
I'd like to. We'll wait and see. I may be Mr. Viral in time!