Director’s Brief: 12 Questions with Guy Bolandi @ 116 Pictures
Director’s Brief: 12 Questions is a new Q&A series from Campaign Brief Asia that shines a spotlight on the broad mix of talent shaping Asia’s commercial directing scene. The latest instalment features Guy Bolandi from 116 Pictures.
1. Describe your directing style in one paragraph?
Imagine if a spaceship, a dream, a design degree and a Gucci collection had a baby — that’s kind of how I direct. I like pushing commercials just far enough into the surreal, but still sale oriented.
I’m big on visual metaphors, storytelling rhythms, and squeezing something memorable out of a 30-second brief. Basically, if I can make a viewer feel something and say “whoa,” I’m doing my job.
2. Was there a specific ad that made you think, “I want to do this for a living”?
Defiantly not J I think my inspirations were many, but mainly from other parallel disciplines – music videos, film’s title sequence, arts and most importantly – Music.
3. What’s your all-time favourite TVC?
I really don’t believe in “the one” Absolut as a philosophy. But I do have some that made a difference. Lacoste ‘Crocodile Inside’ that was so unique pointing a distractive romantic moment with such a beautiful visual metaphor.
4. In your experience, what’s the secret to a smooth director-agency-client vibe?
Full transparency, best ones is, where the creative, the client and director got a WhatsApp group. when everyone feels free to say anything and accept a “no- that’s a bad idea” as an acceptable answer.
5. Where do you go (or what do you do) when you need to recharge your creative batteries?
If it’s urgent “recharge”, then a walk in a park or a 5am drive on my motorcycle. Otherwise – museum or a night out will do the job.
6. Ever had a happy accident on set that turned out to be a game-changer?
Just had my Ducati crushed in the highway on my way to a Coca-Cola bid, I got out harmless and won eventually, does that count?:)
On set? I’m very much of a control freak, the “happy mistakes” are taken into consideration on the day breakdown – I’m not kidding, I always ask for the 1st AD to keep slots for freestyle. I also use to shoot moment without telling the actors we are shooting. Or ask the DOP the have one take that I’m holding the camera. The magic always happens where you play and least it expected.
7. Is there a mentor or person who has had a big impact on your career?
For sure, at the age of 21 I decided to take a break of cinema and before starting my MBA on Visual communication design I was an assistant to an amazing still photographer named Isaac Shokal – he was a huge mentor for life, leaving and inspiration, then on my first degree I met my back then head of department who is an amazing designer artist named Eitan Bartal, they are both are very good friends of mine since.
8. What’s the next big thing in commercial filmmaking? Explain.
That’s almost an obvious question nowadays. I’m kinna certain the A.I is the next big thing. Not just in our industry. I believe the A.I tool will become less cringe and will be a major tool in the hand of the creator. Like any tool it will need guidance and like any tool that can make anything, it’s in our responsible to dream and imagine creatively to sail that tool from “boring average of all” to new possibilities. I find it very exciting.
9. If you could direct a dream ad for any brand, which brand would you choose?
Pornhub.
10. If you could give one tip to an aspiring TVC director, what would it be?
It’s super easy to get lost in the industry, especially if you love it, like I do. my one tip would be, keep as many hobbies and inspiration out of the business and open your mind for cinematic transformations and fashions while keeping a certain timeless identity of yours, that is timeless.
11. What are your top 3 ads you’ve directed?
One of the brilliant scripts.
The cutest:
On times I had to take a break from CGI and was in love in frame by frame classic animation:
One of my old ones – that I will love for ever: