WE KNOW THE TRUTH
WHEN WE FEEL IT.
Stories are all I have ever cared about. It doesn't matter whether you're making a movie, singing a song, or crafting a commercial - you've got to love and believe in the story behind it.
Charlie Kaufman famously said that craft is important, but honesty is more important than craft. From being born in a Calcutta orphanage to riding a motorcycle around the world, I've lived a storied life that has helped me develop an ear for honesty. And starting my career as a copywriter at some of the best agencies in the world gave me an understanding and appreciation of craft that still serves me as a director 12 years later.
No matter the brief; whether I'm writing and directing my next feature film or breaking down my next commercial, the song remains the same:
Find the honesty in the story.
Then, craft the heck out of it.