BRAND, FILM AND FURNITURE VIOLENCE

Leonard (left) grills director and fellow jury co-chair Nicolas Winding Refn (right)

Are Not you intentionally.trying to shockWhy do us? you ask? Should brands really get involved in films? I would say the future of any kind of advertising depends on its ability to incorporate itself into entertainment. Can anything a brand puts out ever have the power of a ‘pure’ film? If I answered that, I would sound like such an asshole. Are there any brands you wish you could work with? I haven’t come across any, but I have my own social conscience that dictates what I do or don’t. You have such a powerful aesthetic in your work, as do some other directors. Do you think some brands would fit best with certain directors? I’m sure there are certain brands and film-makers that speak similar languages, but that doesn’t necessarily mean that it’s interesting. What qualities does a brand team or chief marketing officer need to make a great film? Singularity. If you were going to cast somebody to play Dov Charney, founder of American Apparel, in a lube, sweat and leggings tale of its rise and fall, who would it be? I have no idea. Film or digital? Digital. Coke or Pepsi? I don’t drink soft drinks. Acne or Prada? For sure, Prada. What is your favourite tech? My telephone. What is your favourite drink with good news? I don’t drink alcohol. There is now a lot of talk about diversity and equality in the brand world, which was very white and very male. Does that matter? Can diversity lead to better ideas? More diversity = more creativity. Are awards bullshit? If not, which ones matter most? It’s always nice to be appreciated by the industry of your choosing. How can someone starting out become awesome? Do exactly what you want to do. Would you do it all again? If not, what? A long time ago, I learned that you should not think about what you have done, but think more about what you haven’t. Who would you most like to influence? I’ve never thought about it. Who gets a whiteknuckled hug? My family. Who gets beaten with a chair leg? I have to admit, I get very frustrated with a lot of politicians. Please give the ad industry a message in one sentence? To survive and take advantage of the digital revolution and the future that it will create, you need unapologetic individual singularity.