Danish director Stefan Pflug has signed for exclusive U.S. spot representation with bicoastal Cultivate.Media, the commercial and content production company overseen by managing director/executive producer Mark Thomas and executive producer Stuart Wilson. Cultivate.Media is the first U.S. spot roost for Pflug, who is represented in France by Frenzy Paris, Le Berg Berlin in Germany, Holy Ravioli in Denmark, and Thirsty Film in Finland and Sweden.
Pflug’s filmography includes memorable work for major brands and lesser known alike, including Arla, Danske Spil, Adidas, AXA, the PlayStation game trailer for PayDay 3, Danone, Pfizer, Puma, Santander, and Vivo.
“When I first screened Stefan’s work, I came away with this impression: his film can give you a warm smile or even cause you to shed a tear, but it always compels you to think,” said Thomas. “Rare is the filmmaker who possesses those attributes. It’s the visceral reaction followed by the contemplation of what you experienced when you screen Stefan’s reel that I can only describe as total engagement with his film.”
“I feel that my reel is now in a place where the timing is right for an expansion in the U.S. market,” said Pflug. “My conversations with Mark and Stu have been really substantial and comfortable and I trust their evaluation of the work that I have done, because they took the time to dig in and analyze it. Further, I like them as individuals, and we share a very clear ambition for the kind of work I want to do, and the journey I am on as a director.”
Pflug’s love of professional sports–the immediacy of the event, the focus, and yes, the emotion–led, unexpectedly, to his career in advertising: after earning a Master’s in Business, he worked in sports sponsorships and activation for a large European betting operator, Unibet, and had the opportunity to commission and produce content for a few years before joining well-known Copenhagen agency Robert Boisen & Likeminded as a producer of commercials and documentary content. It was a natural springboard from which to launch his directing career, which Pflug did in sports and fashion. Frenzy Paris was the first to sign him, followed by Wanda Germany (now RePresent).
Working with Matthias Wissmann at Wanda, Pflug heard the term “cinematic documentarism” used in reference to his style. It has come to define Pflug’s approach to commercial filmmaking; “To me, aesthetics is not the enemy of authenticity. We just have to ensure that our characters are always stronger than the beauty of a shot, so that composition, light and design doesn’t hinder the emotion we are aiming to portray–that we are always primarily servicing the story. That is the key for me.”
Citing a recent shoot for which he’d cast a 32-player ensemble, Pflug recalled a particular scene involving a couple breaking up–the camera swings around to face the young actress and as she looks out into the horizon, a tear drops from her eye. “Everyone on set, client and crew alike, just felt that moment–like that very shot was the reason to do this job. It gets me emotional when I experience a highly constructed moment playing out with such authentic emotion. And that’s what I love about directing. It’s a challenge as well, because I can only really accept it if it resonates with me on an emotional level. In that sense I bring and use a lot of myself when I work.”
“After getting to know Stefan, Stu and I both felt very strongly that this was a talent that we wanted to be involved with, and we’re so thrilled about what lies ahead working with him,” said Thomas. “He takes emotional storytelling to a different and deeper place, and in a very good way. My sense is that’s what creates the sense of awe the viewer feels when seeing his work.”
Ultimately, Pflug concluded, “I am a romantic. And I still believe we have the chance to create an impact through what we do. Every time a deck comes my way with the potential to do so, my heart starts beating fast. I love doing this job. I love the search for perspective and how each campaign demands just that–that I undertake the perspective of a brand or an organization and find ways to bring this perspective to life in a meaningful and impactful way.”
