Cheng Cho Yiu believes that a director is someone who gives recommendations for what works best. So what kind of recommendations would Cheng give you when it comes to storytelling?
Cheng will recommend you to meld details that are seen and unseen, warmth and coldness, subject and object, near and
far. With a lot of attention to detail and finesse, you build visual sense. And this sense bridges with the message of your
story. Your story, with its details, messages and visual effects unfolding, is now flourishing in a plethora of forms.
Cheng believes this is the way to tell your own unique and captivating story. This is also the way Cheng conveys his message across his productions on different platforms.
This is not to say that Cheng always has the perfect formula for shooting a video. Instead he prefers to understand each shoot as a unique journey. Consequently, the product he shoots becomes a product he produces; Cheng becomes the craftsman.
Besides taking pictures in studio, Cheng also projects what the customers are pursuing on the products, and to recover all the necessary parts of this projection to make an advertisement. To him, the inner beauty of the product sets up a timeless meaning for the world, and his camera becomes the voice that tells this story. In Cheng’s portfolio, you will find works from television production, news production, modern art and advertising. But no matter what Cheng sets out to do and what he surrounds himself with, everything is imbued with a sense of craftsmanship.