Which is more important in an ad film being technically correct or having the perfect emotional approach?
A. Being technically correct is certainly very important. Having said that, I know of even international ads, which are technically brilliant, but still fall flat because they fail to touch people. But, apart from being technically accurate, its even more important to show what one can deliver. Look at the Hutch ad, which shows a dog following a boy, depicting how the Hutch network follows you wherever you go. There is no use of technology in the commercial, but it still touches deep within the heart of the consumer, and the message is delivered effectively. Whats important is that the expression has to be perfect.Q. When you move from an advertising agency to become an independent filmmaker, you are no longer part of a group. How difficult is this transition, especially when you have to create an independent identity for yourself?A. At the time when I used to work for an advertising agency, one was expected to do the work one was given, regardless of how talented one was in filmmaking
