"It is what it is" Artist Video

Mark Romanek

As the director of music videos from Faint by Linkin Park to Closer by Nine Inch Nails all the way to 99 Problems by Jay Z, Mark Romanek has simple ideas on design created by very complicated and difficult means. Is work is to create illusions of realness through film. He believes that his designs should feel natural and normal. He achieves this through trial and error. Embrassing accidents and doing little planning are techniques of his. He believes incompleteness is key to producing the finished product. He states about his work that "it is what it is". It is simple and easy. He believes his works should be interpretive. Everything can have potential meaning to different people. In the end all that matters is to engage audiences emotionally. This is what defines his design and encompasses his pholosophy.