The Directors: Angie Su
Angie Su is a Chinese-born, Los Angeles-based director and artist. Using her skills as a storyteller and impressive command of visual effects, Su loves starting with a simple, yet intriguing, concept and weaving in her signature bold vision. Her rich imagery and imagination will be imprinted in your memory for days on end.
Su’s unconventional and artistic style allows her to collaborate with internationally renowned brands and artists such as Pepsi, Pizza Hut, Huawei, Vivo, Lynn Harrell, Chris Lee, and Zi Yang to name a few. In 2023, she achieved a significant milestone by becoming the only Asian fellow in the Commercial Directors Diversity Program, supported by DGA and AICP.
Name: Angie Su
Location: Los Angeles
Repped by/in: Sibling Rivalry
LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?
Angie> I love projects that challenge the norm and engage the audience in unexpected ways. These projects allow me to blend art, technology, and life into a vibrant ‘amusement park’ brimming with imaginative flair. In this space, people can experience art, fashion, and fantasy, transcending the constraints of conventional narratives.
LBB> How do you approach creating a treatment for a spot?
Angie> Before I dive into developing a treatment, I start by pressing my head between the refrigerator doors, deeply inhaling the cold air to clear my mind. This weird ritual helps me establish a personal connection to the project.
Even though sometimes clients and agencies would skip the ‘director's statement’ part, I, however, have found it important. I love to seek out nuances in the text and imagery from the given brief that resonate with me, often finding inspiration in personal emotions or experiences. I aim to infuse my distinct style and aesthetic vision into each project, while honouring the brand's essence and the original concept from the creative team.
The realm of visual storytelling allows for limitless imagination. Yet, anchoring these creative explorations with genuine, emotional experiences is essential, ensuring the work remains authentic and relatable.
Furthermore, a commercial director must know how to showcase products compellingly in a treatment. Beyond seeking references for the distinctive visual style, my method involves bringing products to life by attributing them with unique characteristics.
Take, for example, my recent car commercial, "Follow Me," where I imagined the Challenger SRT not as a mere vehicle but as a character that embodies both masculine and feminine traits, symbolising defiance. Similarly, in a campaign I directed for Realme, I envisioned the smartphone as a daring explorer. This practice allows me to forge a bridge with them, breathing new life into the narrative.
LBB> If the script is for a brand that you're not familiar with/don't have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it's important to you, how do you do it?
Angie> I love working with brands that I am not familiar with as they challenge me to learn and expand my repertoire. Like cooking, creating commercials requires adaptation to new elements (ingredients), researching ensures I choose the right “seasonings” and methods to highlight their best qualities. Similarly, when collaborating with new brands, thorough research aligns my ideas with their core values, showing clients and agencies that I'm fully committed to understanding the brand.
However, I'm mindful to balance my research approach by avoiding the trap of over analysing. After gathering essential details about the brand, including target customers, its dos and don’ts, etc., my focus shifts towards searching for elements that spark my creativity. I distil these insights and apply them using my preferred creative techniques, aiming to craft a treatment that resonates with the brand's vision. This process is a delicate balance between navigating the unknown and leveraging the known.
LBB>For you, what is the most important working relationship for a director to have with another person in making an ad? And why?
Angie> A good relationship with an executive producer is the foundation of an ad's success. A good EP not only respects the director's creative vision, but also navigates the challenges of the ad's budget and schedule constraints. They excel in managing relationships with clients and agencies, skilfully balancing the interests of all parties while safeguarding the director's artistic integrity.
LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?
Angie> I'm drawn to stories that capture the intricacies of identity and self-discovery that are told in a visceral yet meditative way. They can be a great canvas to paint an immersive and engaging multi-sensory experience.
LBB> What misconception about you or your work do you most often encounter and why is it wrong?
Angie> When people review my portfolio, they are often impressed by my use of CGI, VFX, and dynamic camera work. These components have arguably become my hallmark as a default aspect of my style. Yet, at the core, I am drawn to the philosophy of simplicity. As I transition my life and craft from a "more is more" approach to embracing the "less is more," I am seeking the essence of storytelling: capturing and conveying the richness of the human experience, making something more meaningful and impactful.
LBB> What's the craziest problem you've come across in the course of a production – and how did you solve it?
Angie> In a music video I wrote and directed years ago, I faced an unexpected challenge when a principal singer/actor fainted and required hospitalisation just before the shoot. When the singer got back to set, we were five hours behind.
Due to our strict budget limitations, it was crucial to finish filming within a single day, allowing for a two-hour overtime buffer. I promptly adjusted and improvised our shortlist as needed. Thanks to the exceptional dedication of the entire team, we overcame challenges and successfully completed the shoot.
LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?
Angie> Harmonising the client's vision with my artistic expression is the biggest lesson. It is a dance that blends exhilaration with demands, constantly urging me to adjust. I am still learning. I'd articulate to the client the significance of the idea and observe their response.
Their reaction will inform my decision on whether to persist or to what extent I should persist. Ultimately, the client has a deeper understanding of their product and target market than I do, and they are the ones who hold the purse strings. My job as a commercial director is to respect and align with their needs. Looking back, I see that the projects I am proud of were all built on mutual respect and trust. I've learned to identify the client's needs, and in turn, they trust in my ability to elevate their vision to new heights.
LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?
Angie> Embracing diversity in production enriches storytelling, introducing various perspectives, ideas, and creative insights. It requires resilience, resources, and support networks to navigate successfully. Whenever I can, I’d love to offer mentorship to help aspiring creatives understand the industry better, hoping to create a future where diversity is celebrated.
LBB> How do you feel the pandemic is going to influence the way you work into the longer term? Have you picked up new habits that you feel will stick around for a long time?
Angie> I used to prefer in-person communication over phone calls, valuing the insights gained from someone's expressions and gestures. However, the pandemic necessitated a shift towards using Zoom for the majority of our meetings and even for remote directing.
Adapting to Zoom calls has taught me to succinctly and effectively convey my ideas. It's challenged me to strip away the unnecessary and focus on the essence. This has enhanced my communication skills and fostered a greater appreciation for the versatility and resilience required in our industry.
LBB> What's your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?
Angie> In my recent short film "The Sun," I used Stable Diffusion as one of the creative tools, where I uncovered fresh possibilities. While embracing new technologies, I remind myself not to be swayed by these fancy tools but to maintain an active and independent thought process. We should use tools reasonably but rely only a little bit on them. After all, tools are designed to help us understand the world better, enabling us to craft stories and art that resonate with humanity. Be open and cautious about new technology.
LBB> Which pieces of work do you feel really show off what you do best – and why?
Angie> "Follow Me" and "The Sun" stand out as two of my favourite projects to date. These films showcase my skill in blending surrealist, multi-sensory, and futuristic elements into narratives focused on women, capturing the intricacies of identity and self-discovery.
Password: thesun
