EP / MD
MAMMA TEAM PRODUCTIONS S.L.
THE 6th EDITION OF THE BERLIN FASHION FILM FESTIVAL IS COMING CLOSER! WE'RE GLAD TO ANNOUNCE, THAT ALBERT SOLER JOINED OUR JURY,
TO SHINE LIGHT ON FASCINATING FASHION FILMS FROM ALL AROUND THE WORLD!
With a background in production for more than 20 years, Albert Soler is one of the founders and Executive Producer of Mamma Team Productions - a leading production house and service company, with offices throughout Spain and Portugal.
Albert has worked on award-winning spots and campaigns for brands such as Airbnb or Audi. Besides that he is also active in Spain's production community, serving as the vice-president of the APCP (Spanish Advertising Association) and producing several pro bono documentaries and commercials for NGOs.
HI ALBERT, IT'S GREAT TO HAVE YOU ON BOARD - LET'S START WITH A FEW SIMPLE QUESTIONS!
FROM YOUR HEADQUARTERS IN BARCELONA, MAMMA TEAM HAS EXPERIENCED AN EVOLUTION TO NEW FORMATS IN THE FASHION WORLD - BEYOND TV SPOTS INTO THE MORE CREATIVE SIDE OF FASHION AND MOTION FILMS. WHAT’S YOUR EXPERIENCE IN FASHION?
It’s true that we have grown quite a lot in Fashion. We cannot hide we really love Fashion projects and we have pushed a lot to grow there. My experience in fashion has been always as Producer, in the Production company side.
It has been either with major brands, or with the smallest but more creative of the editorial projects. And I’ve been also very lucky to work with great Photographers.
WHAT ARE THE MOST SIGNIFICANT CHANGES FOR THE INDUSTRY?
Fashion nowadays requires change and new content much faster than before. Fashion changes fast, they can’t stay anymore with the same communication for the whole season. So, season campaigns are not the only thing, now they need thousands of photos and videos in between campaigns.
And online-based scenario has caused many changes within the brands, they constantly need new content. Budgets for campaigns have been reduced to the detriment of the new needs.
YOU HAVE WORKED ON AWARD-WINNING SPOTS AND CAMPAIGNS FOR BRANDS SUCH AS AUDI OR AIRBNB. WHAT IS THE PERFECT CLIENT? THE BIGGEST CHALLENGE?
The perfect client is the one who trust in the talent they have hired. And in fashion this happens much more often than in advertising. They really believe in the talents involved in their productions and they stay as clients, controlling the process and just being sure that the result will stay in their needs.
And it may sound typical, but every project has to be treated as your biggest challenge; every client will only remember your last work with them, so better if the last one is the best one.
YOU’VE WORKED WITH RECOGNISED PHOTOGRAPHERS SUCH AS SORRENTI, DEMARCHELIER OR MC LELLAN, FOR BRANDS LIKE ZARA, ALEXANDER MC QUEEN OR JIMMY CHOO. HOW WAS IT? ANY SPECIAL INSIGHTS FROM A PRODUCER’S PERSPECTIVE?
It is always a pleasure to work with such incredible talents like the ones you have named. In my experience, the more talented, the nicer people they are. It is just obvious, if you are good you don’t need to be a bad guy.
And with Brands it’s also the same, the better the Brand is doing in the fashion industry, the easiest is working with them. It is just a consequence of their good work.
WHAT IS THE BIGGEST LESSON YOU’VE LEARNED ABOUT ADVERTISING? YOUR BIGGEST SUCCESS?
In advertising, there are 3 big teams working together: the client, the agency and the production company. Once the communication flows between them, once everybody respects others' work, then you get a good film and consequently, you sell what you have to sell. If we start the process as a war between the three teams, then we are lost.
Our biggest success is related with our name, with our team. We can boast that crews love working with us. And you don’t know how important is to have a happy and 100% dedicated crew. This is the best you can give to your clients.
HOW IMPORTANT ARE FASHION FILMS TO BRANDS IN ORDER TO REINFORCE THE SHARED BRANDED EXPERIENCE AND DELIVERY OF A CONSTANT MESSAGE?
Of course, it is very important. Fashion films say a lot about your brand. Fashion films are building the image of a brand.
Depending on whether they rather focus on beauty, or on a cool content, or on explaining a story, it will say everything about your brand.
WHAT KEY ELEMENTS ARE IMPORTANT TO ENSURE A SUCCESSFUL CAMPAIGN? WHAT MAKES THE FASHION FILM FORMAT SPECIAL?
Fashion film have to explain something. I’m not talking about a common story, but whoever is watching your fashion film has to understand your message, has to see what is inside that fashion film.
And it is special because of the process. It gives much more freedom to talent than advertising. And this is a big challenge for Directors, because everybody can see your (lack of) talent.
HOW DO YOU VIEW THE IMPORTANCE OF FESTIVALS LIKE THAT OF BERLIN FASHION FILM FESTIVAL - AND - WHAT ARE YOU EXPECTING FROM THE BFFF2017?
Fashion film festivals are essential nowadays. As I said, fashion films give you the opportunity to show your talent, as for brands, agencies, producers… these festivals are an amazing platform to learn and to see the real talent.
To watch a lot of talented work. And I’m sure it will be like this - fashion films are getting better every day. And this Festival has the experience and the know how to do it. All the best to the Festival!
THANK YOU VERY MUCH FOR YOUR TIME - LOOKING FORWARD TO SEE YOU IN JUNE AT THE FESTIVAL!
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