Michael Lockshin from Wabi Productions: In the future advertising will have to lean towards intricate storytelling
Michael Lockshin grew up in the USA and Russia, so was able to first hand compare the pros and cons of the two cultures. He started directing commercials in 2010. His films for brands like Budweiser, Nike, Eristoff and others have won numerous awards, including at Cannes Lions and gone viral internationally.
He has a Master degree in Psychology and Film from Moscow State University. As a student he worked in journalism and photography, as well as creating video installations in theaters, before undertaking his career as a filmmaker. Lockshin is currently based in Los Angeles, and along with directing commercials, is also writing and developing longer form narrative projects.
Q: What is your first memory with a camera?
ML: As a kid using an old VHS camera, with a viewfinder almost as big as my face, keeping the camera running for the off takes, which I enjoyed more than the official family portraits.
When was about 8, I got an old russian Zenit film camera, and learned to develop film in the bathroom.
Q: When did you decide you would devote your life to directing?
ML: I decided to devote myself to filmmaking at about 23, but it took me a few more years to acknowledge that directing was what I really wanted to do.
Q: Do you have any fiction projects currently?
ML: Yes, I have a couple of features on various stages of development, one of which I wrote.
And just recently shot a short narrative, commissioned by a european production. Should be out soon.
Q: Where do you find inspiration?
ML: Outside of films, books and art - I love watching people. Have this strange hobby of taking documentary pictures, doing case studies of distinct characters - and have a really strange of Instagram of it.
Q: How do you envision the future of advertising?
ML: That's a tough one, but hopefully with the abundance of content out there - advertising will have to lean towards intricate storytelling, and branded content is already dominating in some markets.
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