In the last time we are discussing a lot about the process of formulating our own style and about how we can create a different approach to our films. What we realized is that it is not about the perfect picture for us. What we want is to get close. This is the goal – picturing and showing situations you are not able to get in.
When I talk about this I always reference the video of Erykah Badu hanging out in the studio. It´s nothing big at all. The sound is crap, the picture is dark and shaky. But I don´t care about this because I see Erykah with her child sleeping in her arms. Nothing is staged, the video just looks like someone in the studio randomly started putting on the camera. For me those pictures tell me more about her than any question-answer interview.
So when we talk about where we wanna go and which kind of videos we wanna produce to move you somehow – this should be our direction. It takes a lot of time but I think in the end it is worth it and we can show intense moments we like to look back to in a couple of years.