We are moving from a world of traditional advertising to a more immersive and invasive world, where brands become virtual worlds where people will want to live.

Olivier Lefevre he has been coming to Romania for several years and, in general, he wants to continue the path he started in Paris, but also in other parts of the world, such as Morocco, for example. He is passionate about photography and film as a child, and slowly, easily, he entered the world of directors, his playground being sometimes fiction films, sometimes commercials or videos.

I don’t think you have to be influenced by others who work in the same field as you, anyway their influence will touch you at some point, but following your instinct and following things and being curious about things you don’t know is at just as important. So avoiding being “up to date” and following a certain feed is just as valuable

He thinks it’s not long before we all step into the virtual worlds created by brands and CGI techniques, and the recent period says that it was only good to discover new artists and small and interesting projects, which are worth your while. you dedicate all your time. His youtube channel is here, just to give you an idea of ​​how the world looks through the lens of a Frenchman relocated to Bucharest.

I become a director – age and context

I wanted to be an actor and I took theater classes at the age of 13. But then my parents told me to go to school to get a real job, so I went to law school … but that only lasted 6 months. As a teenager I was in love with photography and film, of course. At that time, all you could have was an analog camera, which was fine (I was lucky to get one) so I was able to make edits directly on the camcorder, I could add music over the image, thanks to the audio option -dubbing my VCR had. Then came the Mac with the first version of imovie … and, although I had decided to pursue my passion at a film school in Paris, the mere fact that what I had in mind could take the form of an audio-visual product , plus the editing power that the mac gave us in 2000, made things even clearer for me: this will be my job!

First claim – a fake ad

The first ad was a fake one. What I did then, with a friend from Paris, is exactly what I do now with another friend, only in Bucharest: Balint, from Almost Ready TV, a passionate and talented photographer and producer. In order to show what we are capable of, to seduce the producers and to become “real film directors” (meaning we can make a living from it), we filmed all sorts of fake commercials.

But the first official TV commercial I filmed was for an internet provider about a man sticking his head into a computer screen. I was 21 years old when I signed an exclusive contract with a production company, and this first TV commercial, although executed quite quickly, was a cool experience, because I liked working with advertising people from the beginning. .

Briefs, then and now

I’d say the briefs haven’t changed much. Good ideas, good scenarios, with or without storyboards, that come from the agencies are always good to juggle and there is room for improvement in them. The main change would be that we move from a world of advertising (this is also the French word for old school, basic advertising) to a more immersive and invasive world, in which brands become virtual worlds in which people will want to live (or just follow them on social media). We had many types of scenarios on hand, from different cultures (we filmed many commercials in Morocco) and they were all very closely related to the world of creatives, because they are the ones who push the concept even further during production, so how the more involved they are, the better the ad will look at the end.

The best teachings

The energy, the good vibe, the originality of the project, the human quality, the film crew, the time you can spend on a project, I learned that to make a film you need to combine many things, but it’s mostly about people you work with. Some advertising projects give you the chance to work with a very large and comfortable team, with enough training time, which is clearly an advantage. But when it comes to fiction, as in all non-profit video projects, even in documentaries, what I like is that you can spend as much time as you want, in preparation or in post-processing (even during filming, if it’s a smaller team) to make sure the quality of the filming and that you spent a lot of time on important things.

How to keep your inspiration alive

I think like everyone else, a lot of things come to me from the feeds I follow, because of the topics I’m interested in, so they can be news sites or podcasts … Politics, just like any other art forms are important: how the world lives, what the world dreams of, why they are afraid, how social behaviors change and how spiritual trends appear … so to be up to date, I try to read very good books: from science fiction to scientific, economic or social essays, poetry, philosophy.

There are many ways you can stay informed – for example through the Instagram profiles I follow – but I didn’t feel the need. I don’t think you have to be influenced by others who work in the same field as you, anyway their influence will touch you at some point, but following your instinct and following things and being curious about things you don’t know is at just as important. So avoiding being “up to date” and following a certain feed is just as valuable, just as important as just knowing the few artists that matter in the world today.

What you need to be a good commercial director

The dream. Deep and wide inner worlds. Love. Thirst. The work. The work. The work.

How was the last time for you?

No paid work, no money projects, I mean. Like many others. But my case is special, I just arrived in Bucharest, so whether it was Covid or not, the last year promises to be quite calm. However, it was a great time to work on personal projects and to finish some already started ones. What has changed lately is the fact that many artists want to do things, so it’s a good time to meet new people and do interesting projects … And having more time, you can work for more important causes, to help a friend or a stranger, even if he doesn’t ask. The sense of community has changed a bit, maybe for me …

What’s next?

Smart projects, maybe? Yeah Al that sounds pretty crap to me, Looks like BT aint for me either. It’s a matter of luck after all, wait a minute to look at the crystal ball: in fact, I don’t think many things will change. But what will gain a lot of ground is the part of “CGI”, by which it means “to recreate anything so that it seems real”, this is clear that it will remain a long time from now on. We humans may soon be jumping into the world of CGI through VR.


Source: IQads by www.iqads.ro.

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