The Directors: Steve Bruno
Starting out Steve Bruno quickly developed a passion for implementing unique techniques and craft, focusing on enhancing the production value for high-end films. Bruno is keen on post-production and his creative process has gained recognition from prestigious platforms like Vimeo Staff Picks, YDA, Berlin Commercial, El Ojo, 1.4, and Directors Library. Through dedication he works on pushing the boundaries of what's possible within a budget. His commitment to excellence and innovative approach makes him stand out in the industry.
Name: Steve Bruno
Location: São Paulo/BR
Represented by: Kaus Film - Brazil. Mama Hungara - Mexico, Argentina
Awards: YDA 2023 - Winner on 'Passion Project' (Silver); El Ojo 2023 - Winner on 'Nuevos Realizadores' (Silver); Vimeo Staff Pick 2022 ('Blending'); Director Library 2022 ('Blending'); Berlin Commercial 2022 - Official Selection ('Blending'); 1.4 2022 - Official Selection ('Blending')
Clients: Nissan, Sprite, Activision Blizzard, Spotify, Bradesco, Brahma, Natura.
Q> Steve, let’s start at the very beginning - what kind of a kid were you growing up?
Steve> Raised in the '90s, I was fascinated by the idea of a fictional universe. Through movies, cartoons and video games, I dreamed about the essence of those unusual worlds with adventurous stories and fascinating characters. From an early age, that led me to choose arts and sports as my true hobbies. One would let me create an environment to place the characters I created, and the other, allowed me to imagine how they would perform and act in real life. I’ve kept this drive until this day. I still seek to express specific, immersive realities through craft and action, wondering what the next reality could be like.
Q> Your aesthetic drive where the analogue and digital worlds meet is quite unique. How would you describe your work?
Steve> My work is a blend of practicality and curiosity. Along the creative process, it feels right to work with tools I have in my reach, but still,
I always strive to expand its potential with technology. The analogue approach is dear to most people because it brings the aesthetic of a memory, not necessarily nostalgic, but dreamy. At the same time, the mixed media factor occurs naturally in my work, it’s actually my personal drive to use the best tools currently available for the work I'm delivering. Part of the interpretation and freshness I try to create around the narratives comes from the need to be familiar and yet unusually interesting.
Q> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot?
Steve> I think most scripts have the potential to be appealing. Sometimes it's a matter of digging deeper into the details. I like to collaborate as much as I can every time I get the opportunity to work with different creatives, since the most exciting part for me is to confirm that a film is an ever changing piece..
Steve Bruno with Ronaldinho in São Paulo for Spotify + Barcelona FC, SOKO.cx Agency
Q> What do you reckon brands should do to become hyper-relevant to the person watching and what they should avoid doing to become just a virtual wallpaper?
Steve> In order to communicate to an audience it’s key to "become" them for a second and give space for creativity to state what are the mutual interests between brand and client, instead of relying on research and numbers. I believe there's no formula to make something hyper-relevant, but the closest thing we can do is to say "I get you" through visual storytelling.
Q> What misconception about you or your work do you most often encounter and why is it wrong?
Steve> So far I haven't received any feedback that would give me such an impression. Having said that, I look to position myself as a truly curious and hard working new talent. I strive to build unique universes and narratives through mixed media for the several different clients I've worked with, regardless of the format. My main drive is to figure out how to make the audience immerse and feel the idea of a script, which often comes from the use of mixed media, and especially new technology.
Q> For you, what is the most important working relationship for a director to have with another person when making an ad? And why?
Steve> I believe mutual goals with executive producers and producers are essential to meet the high standard I strive for. Apart from creative processes and personal interests, as a director it’s important to be honest, supply narrative solutions to clients and be in sync with the production company I am represented by.
Q> Regarding your relationship with new technology, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data driven visuals, etc)?
Steve? Primarily, my use of new technology is always focused on elevating the production value of the piece. As a consequence, it can create a unique approach to the script's universe. The mixed media factor is commonly seen as trendy as well as mainstream advertising. I truly believe it's not only about implementing the aesthetic, but also using the right tool in favour of the story we have to tell. I guess the drive is to be a geek with very good taste.
Quanta Studios: Virtual Production called 'Drives You Wonder' for Nissan Design Latin America, São Paulo, 2023
Q> Tell us a little about the 'Drives You Wonder' advert for Nissan.
Steve> We created six locations on a 3D software called @unrealengine before we shot the film. Thanks to the process of previsualisation we were able to test every frame, lenses, lights and movement. We called it a 'Living Storyboard'. A car takes two characters on a journey through the four seasons, on a project that reflects what’s actually the meaning of reality. 'Drives you Wonder' is a project that questions whether a new virtual or an expected physical conclusion are the ultimate answer. This inner reflection blossoms an external revelation about the value of our state of mind, embracing the possibility of always being able to create our own reality, telling us that a feeling can take us anywhere.
Q> What do you see as the future of advertising in the next 10 years?
Steve> I wonder if we will still be thinking of films for small windows in short formats. If I had to guess, the first challenge would have to be towards reimagining the word 'game', which already has a much bigger meaning. Gaming can also embrace 'social media', 'market place', 'creative space', 'performance' and 'information'. Drastic changes will be seen in the way stories are told, producing pieces and using technology to suit the media that is yet to come. As a director, I'm definitely inclined to use my skills in the broadest way I can. Agencies and production companies will probably be doing the same too.
Q> Before we wrap up, what advice would you give to a director who is starting?
Steve> There will always be a new trend, technique, camera, format and conditions. So what's a formula good for? I guess it's pretty essential to know yourself, so that way you can be honest and efficient with the work you deliver and enhance it with what you are passionate about.
