The Directors: Fabio de Frel

Fabio de Frel, a self-taught artist, has built a unique style combining rigor and powerful visuals through his writing, directing, and musical compositions. Infusing them with a touch of comedy, he skilfully brings these photographic compositions to life through his elegant visual language.

His close relationship with music makes him very hands-on in making sure his films hit the right tone. His recent 'Homecoming' film for the Converse & Daily Paper, shot in Senegal, caused a sensation: a powerful exploration of self-discovery, growth, and the vital role of roots in our lives, powerfully visualised as a moving photo series.

Name: Fabio de Frel

Location: Europe

Repped by: Divine (FR) Happy Place (US) Iconoclast (ES) Hillton (CH)

LBB> What upcoming projects are you most excited about? Can you tell us a bit about them? 

Fabio> I’m exploring new visual concepts for myself, it’s still early but very hyped about it.

LBB> As a director, what excites you most about the advertising industry right now? Are there any trends or changes that you feel are opening up new opportunities?

Fabio> In fashion ‘longer’ films with room for narrative are slowly becoming a bit more common.

We’ve had a period where everything had to be as dynamic as possible to catch the viewers attention but we’ve kinda seen that now. It also made things less concept-driven, because the visuals would make up for it anyway. Sometimes it’s like there is this amazing book cover, but there was no story inside.

Nowadays, there’s just so much of everything, so what people crave is a backstory or a narrative they can get lost in. It’s cool to see that happen.

LBB> What elements in a script make it stand out to you? What kind of scripts get you excited to shoot?

Fabio> The simpler, the better. It’s like music—if a song works with just a guitar, it’s probably onto something. I think the same applies to film concepts. If you can shoot something that still holds up without relying on fancy production tricks, it’s a strong idea. (Unless, of course, the concept itself needs a specific camera trick to work.) 

LBB> In your view, what’s the most important working relationship a director should have during the production of an ad? And why?

Fabio> I feel like if the director and the DOP are not a solid team, it gets complicated fast. Apart from that, the producer and the director should both have the same goal; to make something amazing. Sometimes production is just executing, not elevating. That can make a film not reach its potential if you don’t actively protect the quality as a director.

Usually its just energy. More and more I try to look for the energy people bring to a film. If everyone on the team has great taste and wants to prove themselves on the film, interesting things can happen.

LBB> What type of work are you most passionate about? Is there a particular genre, subject, or style that draws you in the most?

Fabio> I love world-building more than anything.

LBB> What’s a common misconception about you or your work, and why do you think it’s off the mark?

Fabio> I’m not sure if there’s any misconceptions about my work. However, I’ve been getting some slapstick comedy requests, but that’s not really my type of party.

LBB> How do you balance being collaborative with the agency and brand while still protecting the core idea of a project?

Fabio> I think it all starts with having a strong signature in your work. People will seek you out for something specific that only you can bring. If too much changes on set, it’ll lose its essence. That’s when you have more leverage on set to protect the creative and keep it true to what you envisioned.

I don’t believe that everything has to be a fight. It’s not great energy on set and doesn’t always serve the film in the end. It’s a bit of a dance here and there. 

LBB> What are your thoughts on opening up the production world to more diverse talent? Are you open to mentoring or offering apprenticeships on set?

Fabio> Yeah, I’d love to help younger people trying to find their voice. I started without schooling and found my way eventually. Apart from just getting out there and starting to make films, I think it could be really valuable for younger talent to have a certain type of guidance in the process of finding their voice. I’m still learning a lot myself, but I think sharing experience and knowledge is crucial. 

LBB> Which pieces of your work best represent what you do?

Fabio> ‘be right back (brb)’ | Film Installation

With a focus on the younger generation’s lived experience, the film installation delves into the search for identity in a world where we put our lives on display.

‘Homecoming’ | Converse & Daily Paper 

A powerful an joyous exploration of self discovery, growth and the vital role of roots in our lives. 

'Pop Training Company, Season II’ | Pop & Adidas 

Skaters are invited to increase their ‘pop’ factor through an extraordinary curriculum of exercise at a fictions skateboarding academy.