Here’s what I learned directing a spot for German e-commerce company Zalando during COVID-19. Just like the pandemic showed us the importance of family and friends, it was the same when picking crew and cast. It made you appreciate having people you trust around you, knowing they will work super hard to deliver the best they can.
For Zalando we shot on smartphones, GoPros and tiny speed drones that are officially referred to by many as “toys.” As a former cinematographer, It is crazy what you can get out of this technology with the right cast, edit and a bit of a plan before shooting. Directing this project took me off set, and demonstrated that one can create strong atmospheres and stories with quite simple means.
Even more so now, having a good cast is crucial, We needed our cast to shoot scenes themselves, so it was important they also felt like a “team“ and not like “cast“ only. We needed them to quickly open up, show us their house, be willing to redecorate and learn how to shoot their specific scenes (precision was called for, as some of the shots incorporated complex animation). Explaining physical directions in a room you only see on webcam fries your brain (left/right/higher/further/angle/tilt/closer my direction your direction…)
For me, connecting with the cast was a lot easier than expected. Being on video calls with them the whole time felt super natural and personal, probably because by now we’re all used to being on these type of calls. We shared a lot of laughs, got them to understand the project and how we needed them to be a true part of it.
Videocalls and WhatsApp group chats proved both uber-productive and exhausting. You get stuff done, yes, but having a beer all by yourself at the “wrap” in front of your computer screen is actually very sad. We forget, being on set is such a blessing and sharing spaces, touch and laughter really puts the magic in making films.
What I found magical was the level of trust I experienced. Everyone involved, including client and agency, had the feeling that we are all in this together, instead of just delivering a service. This was great. Everyone appreciated the chance of creating something special, in these times and under these circumstances, being proud of the outcome.
Director/DP Stefanie Soho is repped in the U.S. by Contrast Eye and in Europe via BWGTBLD. Soho turns out car work and uber-hip stories for top brands. Recent work include spots and branded content for Porsche, Mercedes, Levi’s with Justin Timberlake, DJ Khaled for Snipes and the aforementioned “Together I Am Strong” spot for Zalando, having already garnered 2.8mm views on YouTube.
