The Directors: Jasper Soloff

Since graduating in Fine Art from Central St. Martin’s in 2016; Jasper has directed global campaigns for Maybelline, ft. Gigi Hadid, Amazon Fashion, Fenty Beauty ft. Tommy Dorfman and Dropbox.

His vibrant, joyful films embrace abundant use of colour in wardrobe and set design and feature bold, creative choreography. A natural Inclusivity and self-expression are at the core of his inspiration and his message. His photographic work has appeared in GQ, Vogue Magazine, Paper Magazine, Dazed, and Nylon Magazine to name a few. Jasper was named the new face of Canon’s full frame EOS R8 camera in 2023.

Name: Jasper Soloff

Location: New York City 

Repped by/in: CURLY FILMS 

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

Jasper> I feel that an amazing script is one that comes from a place of authenticity. Anytime I get a script that comes from an honest place of storytelling, I know I can connect to it! Those are the scripts that get me most excited and allow me to approach the story creatively and with ease. 

LBB> How do you approach creating a treatment for a spot?

Jasper> A good treatment is also one that comes from a place of authenticity. Whether the authenticity comes from an excitement in your visual choices or something that is more conceptual and within the script, if it doesn't come from a place of true excitement I think it is telling. I try to approach my treatments in this way and find what I truly find exciting about the project. Once I find that joy within the idea I feel like I can tap into my creative side and make something that the brand and myself can align with. 

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?

Jasper> It really is a marriage of your own style and aesthetic as well as the brands. You can’t go in blind not understanding the personality and ethos of a client you are working for. I feel you need to get to know a brand like you would a person, to truly understand how they think and how you (as an artist) can open doors for each other. Only once both the brand and the artist understand one another can the film be truly great!

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?

Jasper> My work is queer focused. As a queer man I like to represent and give voice to those often overlooked. That has been a main focus within my work since its conception. I’m drawn to stories that need to be told in an honest manner, as I feel the media often gets it wrong by representing marginalised groups. I use bright colours and clothes to represent the joy within my community. I think how we interact with the world is so special and individual and I hope that I showcase that within my work!

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?

Jasper> One time a producer on set thought I was an intern and I had to tell them I was actually directing the shoot. That was funny and a good learning experience in communication! 

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Jasper> I think it’s so important to be strong in your ideas and creative choices, because at the end of the day the brand and agency is hiring you to elevate their ideas. I feel communication is important and no matter what, you have to be open and resourceful when collaborating with anyone. Without proper communication an idea can be easily lost in translation. For me, I really try to be direct with why I think an idea is great, and focus less on the noise surrounding it. 

LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? 

Jasper> I think it's amazing! My whole career I've championed diverse talent and given a platform to voices that often were not heard within the media. But I also feel the same diversity needs to happen behind the camera as well, which is why I always hire a majority female, queer and POC team of producers, DOPs, Gaffers, Grips, etc. In order to tell authentic and interesting stories you need diversity and different point of views behind and in front of the camera. 

LBB> Which pieces of work do you feel really show off what you do best – and why?

Jasper> I love this video with Billy Porter championing queer pride and diversity. There’s so much colour and joy in it and communal aspects that I love! 

This Maybelline spot I did with Gigi Hadid is so fun and really translates my interest in fashion and colour. I think once again it’s so joyous and mixes surreal moments in NYC like Gigi jumping from one taxi to the next!  

I also adore the Maybelline ‘Break Free’ spot with Gigi Hadid as it really captures movement well which is a main focus in my work. I grew up as a dancer so I love working with dynamic movement to make a spot really flow and feel exciting!

I love this gen z Amazon Fashion spot I did last year. It is a cast of diverse dancers who really showed up for this three day shoot with so much energy and inspiration. I was tearing up at the end watching them all dance in unison. I loved the experience and I think the joy from that set really translates in the final product, and it’s so fun to see all their different movement styles blended throughout the LA landscape!