HOW DID YOUR BACKGROUND SHAPE YOU?
I grew up in Germiston so I suppose there’s always a bit of “The Tin’ in everything I do. My first job was as a junior graphic designer before crossing over to above-the-line advertising, where I finally ended up as a creative director. My design background forces me to love visual aesthetics as well as understand balance, weighting and form. I sometimes have to hold myself back from telling the client that the pack shot looks crap, not because of my lighting, but because of the shitty font or bad logo design.
The 3/4 of my advertising life that I spent in boardrooms listening to clients, strategists and planners etc. made me understand the industry very well. I understand what clients and agencies want, as well as appreciate the tons of passionate hours put in by agencies to build brands and products.
WHAT ARE YOU PERSONAL CAREER MILESTONES?
Every year I look back at the work I’ve produced and see that year as a milestone. This business is tough and I find myself blessed to be in it and still successful. Busy and winning awards.
DO YOU HAVE ANY MENTORS?
Most of my mentors are people that I appreciate from far. I read about them, watch their movies, listen to their music and buy their products.
DESCRIBE YOUR FILMIC STYLE.
Real, honest and authentic – in both performance and visual integrity.
WHAT ARE THE FAVOURITE ASPECTS OF YOUR JOB?
People! They’re the best! Better than CG or animation and even 3D. Every job is different and that means different people. Fat, beautiful, strong and even stupid. Also, it’s the kind of job that embraces the fact that I speak in half sentences and have a childlike attention span. My job parallels my personality which I am eternally grateful for.
WHAT ARE THE LEAST FAVOURITE ASPECTS OF YOUR JOB?
The advertising business has become far more corporate than what I remember. Don’t let the agency creatives dressed in short pants and with their funky hairdos make you think different. Every aspect of the production process is over scrutinised by clients, agencies and cost controllers. The sheer spirit, spark and simplicity is more often than not, lost. Subsequently it is the work that suffers. This is my worst!
WHAT WAS YOUR MOST HAIRY MOMENT ON SET?
Thankfully, I haven’t yet had any major hairy moments on set that I can remember. Perhaps this is just a shameless plug for Picture Tree and the team that surrounds me.
WHAT AD IS THE CLEVEREST YOU’VE SEEN?
The BMW short film campaign from a few years ago, where they commissioned eight directors to shoot a short film, each with the sole mandate in the brief to feature a BMW. It was intended to be viewed primarily on the Internet. Today this approach to advertising brands is becoming more and more relevant with YouTube and the likes. I say: “Bring it on!’
WHAT LOCATION WOULD YOU REALLY, REALLY LIKE TO SHOOT IN?
Experiencing interesting new places and people is always high on my agenda. But right now I’d love to shoot in the snow somewhere. Somewhere where there is real snow, not like in Germiston.
DESCRIBE YOURSELF IN FIVE YEARS.
Five years older with more lines on my face but hopefully still speaking in half sentences and probably answering the same type of questions, again for your magazine.
By Joanna Sterkowicz
screen africa magazine – september 2012
