Oh Olivier Olivier how we love you! You make us smile, you make us laugh. We catch up with the entertaining ride Olivier Agostini has had since winning an award in the Film School Non European category in 2009.
Please tell us what you’re doing now and where?
Lately I’ve been trying to maintain a healthy balance of work, play and travel out of my hometown in Los Angeles. LA is this crazy, dizzying river of superficiality, glamour and gloss that has a tendency to swallow people whole. People come from all over the world and just dive in. It’s kind of crazy really. But if you can manage to skirt around all the bullshit, it can be a really inspirational place. Contrary to popular belief, there is culture and history in Los Angeles – you just have to know where to look.
I’m currently working on several different projects, some paid some not, some big some small. I’m writing another PSA and developing a hilarious 30 minute scripted comedy show that has garnered some positive interest. I’m meeting with production companies and agency folk. More than anything I’m just trying to further establish myself as a commercial director and get some good work!
What were the key moments from winning at the YDA to the present?
Winning the YDA was nothing short of insane. I was in film school and “5 Gallons” was the first spot I had ever written and/or directed. I had shot a couple short films before, but nothing that resembled a commercial. I remember telling myself, “just shoot it as traditionally as you can, just see if you can do it”. In retrospect, I wish I had been a little more liberal with it, a little more creative. But at the end of the day it worked, the message came across and resonated with people so I guess thats all that really matters.
After the YDA’s, I just kept writing and shooting. I entered a crowd-sourcing contest for 7UP and somehow managed to win – which was crazy in itself. I never thought they would go for my spot. I focused on finishing my Masters Degree at Art Center College of Design, an amazing school. Not strictly the film program per se, but the people, the history, the contrasting disciplines (fine art, graphic design, transportation design, photography..) and the sheer amount of raw, young talent that seeped through the classroom doors and into the halls – people far more brilliant than me, I continuously found myself not only inspired, but more often than not humbled by other students work.
Did winning the YDA help you in any way?
Winning the YDA helped me in mostly a metaphysical way, it gave me this sort of mini-validation, a sense that somebody (else) responded to the work and the confidence that I really could do this.
And of course, it opened several doors that would have most likely remained shut had it not been for the YDA award.
Which piece of work are you the proudest of and why?
In a commercial sense, I would have to say my latest spec for Jolly Ranchers entitled “Turtle”. I think it’s just the right amount of absurdity mixed with comedic storytelling – without forfeiting the message. In other words, it’s not simply crazy for crazy’s sake. There were some very deliberate story choices and I really tried to curate each and every shot, all the while getting some great performances out of the actors. Mostly it was just a fun shoot, everyone on set was cracking up the entire time. I don’t know, it’s absolutely hilarious to me…maybe that’s just because i’m a wacko.
What would your dream job/script be?
My dream job would be an unconventional comedy script, something I could incorporate unique and interesting characters into in order to tell a clever little story. Something fun, entertaining, engaging. Maybe something that doesn’t take itself too seriously. I’m a big believer that advertising for the sake of advertising does not attract an audience, entertainment does. If more brands trusted that associating themselves with good creative and engaging content first, then maybe sales would naturally come as a result? In most cases, it seems as if people care less about the actual product being sold than the image its associated with. Old Spice was targeted to baby-boomers for years, then a sudden re-brand made it relevant to young adults. Even in 30 seconds, the power and reach of great storytelling and connecting emotionally with an audience goes much further than whatever is in that deodorant.
What is the most valuable advice you have been given about film making?
Stop talking about it and just shoot it!
Who are the most inspirational directors for you?
When i was in film school I remember seeing Traktor’s work and thinking, “wow, not only is this brilliant, but these guys don’t give a shit about anything but telling funny stories” and it stuck with me. Although I’m sure they did “give a shit”, I just felt that first and foremost they were great storytellers.
What are you watching, reading, listening to? Where do you see ads or branding most?
Watching anything and everything. I spend a lot of time going to art shows and music shows. I love seeing live music in small venues, there’s just something about it that reminds me I’m still alive. Music is by far one of my biggest inspirations. As for literature, I’m currently reading “Even Cowgirls Get The Blues” by Tom Robbins although I’ve never seen the movie. Other than that Vonnegut’s “Cat’s Cradle” and Raold Dahl’s short stories. I get a kick out of Lee Clow’s tweets and I absolutely love everything Brian Hendricks (former editor at HoBO magazine) wrote for HoBO – truly inspirational non-fiction. And although I have not gotten around to it yet, I promised my favorite Art Center teacher Bradd Saunders I would read his first novel entitled “Ivetha: An Airedale’s Compendium”. He told me if I read it he’d buy me lunch, so that’s a plus. Even though I have no idea what any of the words in the title mean, the deal still stands Bradd!
