The Directors: Santi & Pablo
Santiago Arbeláez and Pablo Rivera are two filmmakers who have been collaborating for over a decade. Their shared love for storytelling and their unwavering commitment to creating visually inspiring films have helped them to build a strong bond that transcends borders. While they were both from Colombia, they have since made London their home.
Throughout their career, they have played a pivotal role in shaping modern youth culture through their work with notable lifestyle publications. Starting in 2010, they dedicated their efforts to crafting editorial and branded content, which has since become a blueprint for success in the industry. Their collaborations with publications such as Hypebeast, Highsnobiety, Dazed, i-D, and Vice have helped to define the cultural landscape of the past decade. Their work has been instrumental in creating a platform for young voices and shaping the direction of contemporary lifestyle and fashion trends.
Name: Santi & Pablo ( Santiago Arbelaez - Pablo Rivera)
Location: London UK
Repped by/in: La Familia London (non exclusive)
LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?
S&P> As a director duo, we are always on the lookout for scripts that resonate with our style and vision. We are drawn to scripts that offer a unique perspective and go beyond the conventional world. Our primary focus is on strong narrative, interesting characters, and a story that ignites our imagination, creating a whole universe in our heads. We love scripts that offer creative challenges and push us to experiment with visual storytelling techniques, such as camera angles, lighting, unconventional rigs, editing techniques, and special effects. We are inspired by subcultures and lifestyle, and the script should connect with these themes. In summary, an interesting script for us is one that speaks our language, offers creative opportunities, and resonates with the things that inspire us.
LBB> How do you approach creating a treatment for a spot?
S&P> When it comes to crafting a treatment for a project, we take an organic approach that begins with reading the script multiple times. This allows us to find a connection, whether it's visual or thematic, that exists within the universe we are creating in our heads. We then brainstorm ideas and collaborate closely with the agency and brand client to develop a visual and stylistic approach that aligns with the script's tone and message. Throughout the process, we give each section several passes to ensure that the intended message is conveyed while fulfilling the brief's requirements.
Our goal is to create a treatment that effectively communicates the client's objectives for the campaign. We strive to have at least one eye-catching moment in each sequence, whether it's a unique transition, camera move, or interesting character that grabs the viewer's attention.
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?
S&P> As directors, we believe that understanding a brand's values and target audience within its market context is critical for the success of any ad campaign. That's why we begin with conducting extensive research, which includes reading market research reports, studying the brand's history and its competitors and examining all of their previous work, including social media content.
Working with a brand that we don't have a personal connection with can be challenging, but it also presents an opportunity to bring fresh ideas and perspectives that may lead to great results. Our approach is to strike a balance between respecting the brand's identity and pushing boundaries to create something disruptive and positive, depending on the brand's objectives. Through this process, we not only get to know the brand's demographics, but we also develop a deeper understanding of the brand itself.
LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?
S&P> We believe that collaboration between the creative team and the agency or brand is key to creating a successful ad campaign. Through this process, we ensure that the creative vision aligns with the brand's objectives, resulting in a final product that is both effective and on-brand.
Apart from the creative team, having a good producer is also crucial in turning ideas into reality. They help to justify the need for certain elements to the brand and leverage their network of creatives to bring ideas to life.
Communication with the heads of department, in particular with the cinematographer, is another critical aspect of creating an ad campaign. They play a crucial role in translating the creative vision into a visual medium.
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?
S&P> As filmmakers, we are passionate about exploring subcultures and themes that connect with youth culture, a sense of belonging, and the relationship between culture and brands. Our work is fuelled by this youthful enthusiasm, inspiring us to find new ways to express these ideas in our films.
One of our key focuses is pushing the boundaries of our films by exploring new techniques for shooting and editing. We constantly strive to showcase a variety of mixed media, animations, and video art influences, creating a unique and innovative style that sets us apart. By experimenting with different techniques, we can create visually engaging films that capture the attention of our audience and convey our message effectively. We believe that our unique style and approach will continue to set us apart in the industry and attract brands that share our vision.
LBB> What misconception about you or your work do you most often encounter and why is it wrong?
S&P> One of the biggest misconceptions about our work is that we're a one-trick pony. While we have a distinct style and approach, we've tackled a diverse range of brands and projects over the years. We are always looking for ways to shake things up and try new styles, not just for the sake of it, but because we truly enjoy pushing the boundaries and having fun on the job.
As filmmakers, we're not afraid to take risks and challenge ourselves to create something truly unique every time. We're always seeking new inspirations and ideas to incorporate into our work, and we pride ourselves on being versatile and adaptable to any project. Our ability to approach each project with a fresh perspective and a willingness to experiment has allowed us to continuously evolve and grow as filmmakers.
LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?
S&P> Our work with FIA Formula E in Saudi Arabia was a truly exciting and challenging project. We had a very tight deadline to shoot and edit the whole commercial due to the logistics of the car arriving in Riyadh just four days before the launch of the video. To tackle this challenge, we focused on extensive planning and meticulous storyboarding to make every second count. We had editors on set to start working on the edit as soon as the footage was being downloaded, which helped us stay ahead of the curve. Communication with the heads of the department was also key in this process to ensure everyone was on the same page and working towards the same goal. Despite the challenges, we were able to shoot, edit, grade and do music and sound design in such a short period to deliver an amazing final product that exceeded everyone's expectations.
LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?
S&P> When it comes to collaboration, we always aim to strike a balance between being receptive to feedback and staying true to our creative vision. Establishing an open and communicative environment with the agency and brand client is key to achieving this balance. At the same time, we also know when to stand firm on the direction and vision of the project. It's essential to find that sweet spot where collaboration and creative integrity meet. It can be a challenging compromise, but it's necessary for the project's success and bringing our vision to life.
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?
S&P> As a team, we believe that diversity is key. Coming from a Colombian background, we understand the importance of giving opportunities to people from all walks of life and supporting one another. That's why we're proud to be based in London, where we can collaborate with individuals from various backgrounds and cultures, making our work all the more diverse. Throughout the years, we are proud to have championed young talent on set and contributed to their professional development. We are always open to mentoring - we believe it's extremely crucial to offer give back and open up doors for the next generation of creatives.
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?
S&P> The pandemic has forced many of us in the industry to adapt and find new ways of working. I think some of the new habits and approaches we've developed during this time will stick around for the long term. For example, remote collaboration and virtual production have become more common, and I think they will continue to be important tools even as we return to more traditional ways of working. We do most of our post-production work online, through tools like Frame.io and video calls, something that before that was completely out of norm.
LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)?
S&P> We always keep the different formats in mind while working, but it's not always possible to cater to all of them. We prioritise the main format and adapt as needed for the others. Having guides on our directors monitors always helps to have an idea if the shot will match with the formats.
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)?
S&P> As creatives, we use technology to elevate our work, but we balance it with a clear purpose and intention. While AI tools like Chat GPT can help with writing challenges, or runway to explore quick video gimmicks, we exercise caution with emerging technology and wait for established developers to incorporate them. Our work reflects our creativity, and we ensure that any technological tools serve that purpose.
LBB> Which pieces of work do you feel really show off what you do best – and why?
FORMULA E - BRAKES OFF DIRIYAH : This project was a great example of collaboration between the creative director, the brand, and us. One of the requests was to infuse a lifestyle touch into the world of motorsport, and we were able to successfully accomplish that. It was a challenging but rewarding experience, and we're proud of the result.
FLIPPERS X USHER: As filmmakers, we are thrilled with this project for two main reasons. Firstly, it's not often that we get the opportunity to work with such high-profile celebrities. And secondly, we're really pleased with the balance we struck between the narrative and visual elements in the final product. We utilised various techniques and transitions, including drone shots, mini DV cam, and post-production editing, to create a multifaceted video that conveys the message in a fun and engaging way. Overall, we feel that we struck the perfect balance in terms of pacing and delivering the message.
BBC X LITTLE MIX - THE SEARCH: As a team, we're really proud of this project. We had the opportunity to collaborate with two incredibly talented artists, one for the mixed media collage and the other for the VFX. By combining their skills with our direction, direction of photography and set design, we were able to create a high-end advertisement that truly showcased the level of talent involved and the intended channel. The result was a visually stunning piece that exceeded our expectations.
REEBOK - TAKE A DIFFERENT PATH: Despite the challenges of a tight budget, we were able to create a one-shot effect that conveyed the lifestyle and brand identity we were aiming for. This project holds a special place in our hearts as it put us on the map for directing high-end commercials. Plus, our affinity for this type of brand made the process even smoother.
