How does the world of TV commercials work? Answers director and cinematographer Tomáš Sovinský, who shot the R3VØLT4 clip
Let's start with the most current thing, which is the filming of the Revolt video. How would you evaluate this cooperation with LUI magazine?
I tried to shoot the video in such a way that it meets the attributes of a music video, which I think was successful. First of all, we came up with a concept and then gradually other things started to come in, like stuntmen, an actor with a mask, etc. It's true that the budget grew a bit because of that, but there was mutual satisfaction, which is important.
You often collaborate with professional actors, but for the Revolt video you were in charge of LUI editor Jakub Starý, who is not a professional in this respect. How did you find working with him?
Jakub didn't have to play anyone in the Revolt clip. At the moment when he should portray someone he is not, I think it might not work. But then again, I don't know Kuba that well. I like minimalism and natural things, and that's what the Revolt video was about. The idea was for Jakub to recite instead of act. That way he didn't have to give off something he didn't have inside him. It's not something that's typical in hip hop. It's not a classic rap song. Not in terms of flow or music. Putting Jacob in the position of a rapper who's going to wave his arms around wouldn't work very well in my opinion.
How do you perceive the meaning of the Revolt project and how much do you revolt in your work? Is it good to break out of the crowd sometimes and do things a little differently?
Definitely, but it's important to know why. The worst thing is to go against the tide but not knowing why. I had my rebellion when I was still in primary school. I was a punk and we rebelled within the confines of whatever we could. But for what reason I didn't know too much. (Laughs) At that time almost everybody belonged to a subculture. Almost everybody had to have some kind of label. It's quite funny from today's point of view. Why should people be divided by what kind of music they listen to?
As far as my job goes, I find it a shame sometimes that a lot of companies run classic commercials on the same outline. Fortunately, it's much better, but there used to be a lot of copycat ads. When I tried some of the more daring stuff, some companies were afraid of it. On the one hand, I wanted to revolt, but on the other hand, I couldn't do it very well. The companies were afraid of something bolder.
I think companies are afraid of getting too much criticism...
You're right, but that's another thing I'm sorry about. People are overly critical of some things. I think it's great that someone is trying to create and if someone doesn't care, they don't have to look at it. Why do they feel the need to write that this is bad and that is worse? I don't see the point. Plus, if it's a company, the wave of hate is all the greater. People might have a bit more of an open mind and say that it might not have caught on with them, but it probably did with someone else. So whenever someone goes in a slightly different direction, I appreciate it very much.
But I'm sure you remember cases like "the black man in the flyer" and so on. So how much do you have to watch yourself during your work?
It's a lot about the clients and what their marketing department can handle. Whenever I've done some of the more daring stuff, it's usually because I've talked directly to the people who owned the company and didn't have a marketing department. When marketing people are in the game, they rarely go for anything bolder because they're afraid and unwilling to take risks for obvious reasons.
You're involved in filmmaking but also directing, which of those do you enjoy more?
When you're doing a cameo you can only focus on one thing, but as a director you're actually running a smaller company, you have to answer all the questions and you're responsible for de facto everything. Even though commercials are usually under 30 seconds, there's a lot of work involved, but I enjoy it and I like finishing every detail. I have to say that I'm comfortable doing both because they complement each other.
I got into directing kind of by accident. I started out as a cinematographer, which is what I actually graduated from, and gradually started doing my own projects. I wanted to do everything in the best possible way and then directing evolved from that.
How is it possible to fit everything you need into a few seconds of advertising? Do you also come up with the script, or do you work on ready-made ideas?
Sometimes I get the final concept, which I then process, but sometimes I think of everything from scratch, which I enjoy much more. You always have to take into account what the client wants to achieve and the script is composed accordingly.
How long does it take to make a commercial of a few seconds?
It varies. The more time we have the better, but sometimes it's not possible. I always say that if there is no money, at least there is time. But usually it's some fourteen days to months of preparation and then the actual shooting usually takes place within a day.
How much does Czech production differ from foreign ones?
I think we are very far away. Our industry has really grown a lot in the last few years and it shows. It's about how much clients are able to invest. Even seemingly insignificant elements can elevate a video to a completely different level. But for me, the key thing is always that I want to shoot really nice, high quality stuff.
How much is the budget you just mentioned limiting you in your desire to shoot nice, quality stuff? I guess you often see that something could be done much better if the money was there?
This almost always happens. (laughs) I often imagine how great it could be, but then the budget comes from the set designer and it's over. But it's clear that even companies have to do the math to get a return on their investment. So sometimes I experience disappointment, but I take it as reality and always try to do my best.
Have you ever thought about going abroad, where there are probably slightly bigger productions?
I worked as a cinematographer in the US for a while, but I feel better here. A lot of times people go to America or wherever and feel like they're going to make a dent in the world, but there's a lot of competition. And Hollywood isn't what it used to be either. I mean, I don't want to sound like I'm encouraging people to print red Make Hollywood Great Again hats. Of course there are great people there, but it's not all centralized in Hollywood anymore.
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