Is being a filmmaker really just about filming and editing?
That assumption is why the role is so widely misunderstood. A filmmaker is often confused with a videographer, video producer, or video maker, and the terms are used interchangeably despite pointing to different responsibilities. This confusion is something Giacomo Piperno, a senior filmmaker, sees all the time. Piperno began as a senior video producer before his role evolved into a full-fledged filmmaker.
“A common misconception is that a filmmaker is someone who deals only with cameras, settings, and editing,” he says.
But that’s not the full picture at all. In reality, being a video producer, videographer, or filmmaker demands a lot of creativity.
As Piperno says, “Creativity is essential to do it well. It’s not just about hard skills, such as handling equipment or knowing editing software. It’s also about working with people, communicating ideas, and shaping a story or message based on your vision. That goes far beyond the technical side.”
Because of this, technical strength alone isn’t enough. A filmmaker can execute everything correctly and still fall short. As Piperno points out, without creativity, even polished execution struggles to leave an impact.
Today, he brings this perspective to his role as a senior filmmaker at 433, one of the world’s largest football media brands.
When Piperno started, he ensured his videos reflected his creative vision, continually experimenting with new ideas and creating content that people would enjoy and share. Source: Giacomo Piperno
Inside the role of a senior filmmaker at 433
As a senior filmmaker at 433, Piperno’s role covers far more than editing clips. He is involved in every stage of production, from early planning to final delivery. While filming and post-production are core parts of the job, much of his time is spent before the camera even rolls.
“I have the luck of working with creative directors who allow me to play a part in the creative process, including brainstorming sessions, concept development, crafting the storyline, and coming up with exciting challenges or content ideas — then executing the entire production from start to finish,” he says.
This role has opened doors to work with major brands and football organisations. Since joining 433, Piperno has contributed to projects with notable clients, including Kappa, the iconic fashion and sportswear brand, the Bundesliga, Apple, Nike, EA Sports, and UEFA.
What stands out most to Piperno is the reach. As one of the most-followed football media platforms in the world, 433 enables stories to reach millions of fans. The visibility brings responsibility, creative pressure, and the opportunity to make stories that genuinely move people.
“That’s what drives me,” he says. “I’m committed to doing my best and continuing to deliver premium stories to our audience.”
Piperno (centre) worked as a freelance filmmaker from 2018 to 2023 before landing a full-time role. Source: Giacomo Piperno
Do you need a film degree to work in video production?
Piperno, who has a BA in Arts, Media and Society and a Master’s in New Media and Digital Culture, answers no.
“I have a lot of friends and colleagues who are successful in filmmaking and creative roles without having a Master’s or even a degree,” he says. “And I understand that — because of course, by not studying, you save years that you can invest in working and building experience. So both paths can be valid.”
Still, he believes the university has value. It’s not about finding the perfect film school or an arts-heavy programme. What matters is learning to think critically, approach problems with curiosity, and develop a unique perspective. Equally important is studying what came before you: learning from the masters of the craft, understanding different styles and techniques, and seeing how great work was built. Together, these lessons shape creativity in ways technical training alone often cannot.
Piperno has worked with countless creatives who came from entirely different fields, from architecture to science. Their diverse backgrounds gave them fresh perspectives and ideas, adding depth that purely technical filmmakers sometimes lack.
“So I think going to university is a privilege,” he says. “If you have the chance to do it, you shouldn’t question it — it will help you in some way. Perhaps it won’t make you a better filmmaker overnight, but it can enhance your social skills, work ethic, critical thinking, and understanding of history and culture. All of that becomes part of the ‘backpack’ you carry with you, and that shows in your work.”
According to Piperno, the best advice for anyone wanting to be a creative or filmmaker is straightforward: keep putting yourself out there, do the work you love, and turn your passion into reality. Source: Giacomo Piperno
Show up, create, and learn
Want to break into video production and filmmaking? The first step isn’t landing a job, it’s showing up.
Piperno says the key for aspiring creatives is to keep putting yourself out there. Early on, it’s not about making money. It’s about exploring your passion, learning the craft, and building real experience.
“The priority should be to invest in yourself,” he says.
His advice comes down to creating constantly. You can do this by:
- Making your own videos and starting your own projects
- Collaborating with friends and other creatives
- Attending events and taking pictures for people
- Building your network
- Volunteering
“Don’t worry about the money — just say yes to anything that could give you experience. That’s how you’ll learn the job, and that’s also how you’ll make a lot of valuable contacts,” he says.
Seeking feedback is another essential step. Piperno emphasises that young creatives should seek constructive criticism. It helps you understand both strengths and weaknesses. “For example, maybe people recognise your creativity but also notice you struggle with time management or social interactions,” he says. “That’s valuable knowledge, and that awareness will guide your focus and improve your future projects.”
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