![]() LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to? Also, that intersection of director, client, agency is incredibly important to nurture and it is equally important to make the best use possible of those rare moments when all are gathered to make sure everyone is on the same page and trust each other to all be working for the common good of the production. Jonas> Being able to work closely with agency creatives is the most important thing I’d say. LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why? Maybe most important is trying to understand what the campaign is hoping to do in terms of changing the perception of the brand. Speaking to someone who knows the specific market/product is also helpful. Looking at previous ads as well as competition are obvious ways of learning more, but also just plain web search to find mentions of a brand to try to pinpoint where the brand is in the public eye is useful. Jonas> In general, I find that agencies nowadays are very good at outlining the brand’s position and tradition, but yes, it is important to do research into both the brand and the market. LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it? Rather than starting with one or the other I think they feed off each other all the way through the process. I think it is massively important to understand where the creative starting point for the agency was in order to be able to add something to the project.Ĭreating the actual treatment, I find that writing and visual development goes hand in hand. ![]() This is done both through discussions with the agency and analysis of the material. Jonas> I think the most important thing up front is to analyse the script and whatever reference material comes with the brief and from there, try to look beyond them and identify where those ideas are coming from. LBB> How do you approach creating a treatment for a spot? 'Just' creating a visual fireworks display is fun, but being able to combine that with emotional content of course tops that. The important thing is that you’re not forcing a random cool visual concept onto the content, but that it grows out of the campaign objectives and the basis of the script.ĭirecting spots that usually rely on some kind of 'visual magic', getting scripts that combine that magic with a more human touch, storytelling, and emotional content definitely excites me. That solution could be present in the agency brief, or if there is a more open brief it would come to you at the first read through. Jonas> One thing that definitely sets some scripts apart is if there is a creative/visual solution organically presenting itself when you read the script. ![]() LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them? Jonas Odell has also directed music videos for artists such as The Rolling Stones, Goldfrapp, U2 and Franz Ferdinand as well as directed commercials for a number of big brand clients including BMW, Volvo, McDonalds, IKEA and Google.Īwards: Golden Bear - Berlin Film festival, Best short Film - Sundance, Best breakthrough video MTV Awards, Golden gate Award X 4 – San Francisco Film festival, plus a bunch of other festival awards. Three of his short films have also been awarded the 'Guldbagge', the Swedish movie award. His short film 'Lies' was awarded as Best international short at the Sundance film festival. Jonas was one of the founders of the Stockholm based animation studio 'FilmTecknarna' and has made short films as well as commissioned work and commercials through the studio. In some of his more recent short films he has explored a mix of documentary, staged and animated elements. Jonas Odell specialises in making films mixing live action and various mixed media animation techniques.
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