The Directors: Martina Galli Agulla

With tireless energy and innate freshness, Martina Galli Agulla approaches each project with contagious passion. “I am ready to take on any challenge”. Born in Córdoba City, Argentina, where the industrial areas meet the mountains, Martina Galli Agulla has cultivated a versatile perspective and unique artistic vision. She is also an avid analog photographer and her eye for fine arts is showcased in her films.

Name: Martina Galli Agulla

Location: Buenos Aires, Argentina

Repped by/in: Mama Hungara

Awards:

Diente de Oro TV: Sprite I love you hater;

Diente New talent with La Dulce Liberal 2019;

Locoto publicitario 2 Oro – 1 Bronce Beck’s Campaign Bolivia - Do it differently – Mutato Buenos Aires

LBB> What does creativity mean to you and when did you first realise that you wanted to be a director?

Martina> When I was a kid, my parents used to film a lot with a VHS camera. I realised that I wanted to be a director when I started to play with my camera and put some music over the images. That memory is vivid in my mind—I yearned to film my sisters , the countryside and articulate my unique perspective on life. This tool makes me feel powerful, because I started to understand that you really can make people feel something. Creativity is connected with my imaginary world. Creativity is my bread and butter!

LBB> When did you start developing your creative skills and style and what were your inspirations and influences?

Martina> I began honing my creative skills from an early age. I was born in a natural environment where I felt free and could constantly stimulate my spirit. I firmly believe that the moment you become attuned to your feelings, creativity begins to flourish. After I finished my studies in Audiovisual Communication, I embarked on a journey to Buenos Aires.. This vibrant urban landscape became the catalyst for my personal and creative growth. Every day I find inspiration in the enchanting connection between myself and this magical city.

LBB> How has your vision as a director evolved over time - and can you tell us about some stylistic avenues you've explored over the years?

Martina> I am very passionate when it comes to my work. I push myself to improve everyday. I am into details, I embrace every experience, analyse them, identify my weak points to refine and nurture them. Over the years, I became a perfectionist. The best part of it is that I enjoy it greatly! In recent years, I've delved deeply into the world of art and design, a captivating universe that I consistently seek to integrate into my pieces. As I am also a photographer, I have a genuine love for capturing images in an analog way. It let me introduce a different dynamic to image creation.

LBB> You’ve worked around the world. How has your global experience impacted your vision, if at all?

Martina> It is amazing to work with people from everywhere, It really enhances your view as a director. Connecting with agencies from Bolivia is not the same to connect with agencies from Mexico. Each country has its own code, communication and social paradigms.

LBB> What sorts of scripts get you excited to shoot and why?

Martina> I enjoy filming scripts where I can build stories that are sensitive and  visually impactful. I also like to challenge myself by welcoming all kinds of scripts to unveil new creative layers and grow as a director.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why? 

Martina> Every relationship is important to me. It’s part of our work. As a director it is essential to bring clarity and create a healthy work environment where feedback is welcomed with respect and humbleness. 

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

Martina> First of all, you should understand what the client wants to convey and what they are willing to invest in order to propose accurate ideas. Protecting your idea can be a difficult task! There are many decisions in the middle that can take you away from the initial thought. Bear in mind this is a collaborative work.

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?

Martina> Nowadays I feel open to receive new ideas and enhance my perspective as a director. I enjoy getting out of my comfort zone and taking on challenges. Though if I have to choose, I prefer to work with ideas that are connected to cultural considerations. I also love to work with projects that add value using good music/sonic elements, it’s really important to me.

LBB> What are some pieces of work you’re particularly proud of and can you tell us a little bit about the processes behind them?

Martina> I could say the award-winning Campaign for Sprite. The purpose of the campaign hooked me instantly. It’s based on a famous song by Tita Merello, an extremely courageous actress and singer from the 1920s. The cast are Argentinian celebrities singing one of her songs called “ It's said about me”.  Each celebrity sings a part of the song. This campaign takes a unique approach to address social prejudices and criticism, and aims to celebrate authenticity and self-confidence.

LBB> What are your thoughts on the impact, challenges and opportunities brought up by AI?

Martina> I see AI as another tool. I believe that the ability to creatively discern something is unique to humans, not machines. I understand there are some concerns about it, this has happened before. Technology should be embraced, it opens up doors and encourages creativity, even if it may not seem that way at first.

LBB> What is the most rewarding part of being a director for you?

Martina> When you watch those images that were just in your mind and then with a lot of work and a great team, make them real. That’s a great moment on set!

LBB> What’s one piece of advice you’d encourage every director to heed?

Martina> Work hard to follow your own style without diverting from it, despite the latest visual trends.

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

Martina> Works that appeal to emotions and sensitivity in a modern way. I really enjoy delving into the details of photography, art and music; I feel that it is a world that resonates with my sensibility and that I can identify with.

LBB> What type of category or genre would you like to explore more?

Martina> Fiction, music videos and humour commercials. I love exploring!