Q&A Hi guys, please introduce yourselves. Hi, we're Julien and Jonas, and together we’re a director duo called the Builders Club. What have you been working on recently? Our most recent project is a fashion film for Huawei, teasing the launch of their new P10 smartphone. What was your idea for the teaser? The phone comes with a high end Leica camera lens - our task was to create this film to illustrate what one can achieve with it. We shot a lot of different characters in their own 'colour worlds’. To reflect the different colours the P10 will come in. Every colour world has its own narrative, which is kind of like a beautiful little puzzle that the viewer has to solve. What was your favourite part of the whole experience? Developing all the little narratives and colour worlds in our heads, and then seeing everything coming alive on set – the characters, the dancers, the movement, and so on – that was a really special moment for us. We also got to work with Benjamin Milan, this really amazing choreographer who took the performances of the actors and dancers to the next level. Where did your approach to fashion in the film come from? We thought it was really important to show a mix of bold, edgy, contemporary styles with elements of more classic fashion, because we wanted to give a sense of diversity and contrast. Our stylist Coline Bach and her team did an incredible job. We really wanted to make sure we showcased the right clothing in the film so we went through a long process of casting and fitting sessions, to make sure everything was matched perfectly. Tell us more about the art director’s involvement. We worked with Ciaran Beale, a very talented art director and set designer. We set up a laboratory where we worked with her on details and micro-shots, in parallel with the live action scenes. What she created was incredible. We had some crazy ideas but didn’t think we had time to do them all, but when we met Ciaran she brought so much energy that we managed to do everything we wanted. What was it like on the actual shoot? One of the best things about working on projects like this is that you get to collaborate with lots of really talented people and together you can create something really outstanding. We were very glad to be working again with Tom Elliott, one of our favourite DoPs. Everybody was in this one shooting space in those two days, and it was a great experience. I think you can feel this energy in the film. What were the easiest and hardest parts of the process? The easiest part was just working on the ideas, because the brief was so open and there were a lot of good ideas floating around. The hardest part was selecting the ideas that we could and should do to get the right mix together. To narrow down the specific mix of ideas and then make it happen – that’s usually the challenge. How did you approach the lighting? We didn’t have a lot of time to do all the scenes, and basically every scene needed different lighting. So we worked with a super-talented light artist who built this whole LED rig, which brought each scene to life in an amazing way. Was there anything new about this experience for you? Working with the team at RadicalMedia was a great experience. We used to produce our stuff ourselves, so it was nice having such a great team to take care of our wishes. Being on the shoot felt like flying on a first class airplane. What do you think of Huawei’s idea of making a teaser without showing the actual product? In a way it makes it more interesting if you don't reveal the core initially, so it keeps the mystery. And then once you reveal it later, it’s even stronger and more impactful. A lot of the time it’s not about selling the actual product, it’s more about selling the feeling, selling the emotions. And I think it’s brave of Huawei to take this step and try and sell the emotion they want to sell with the phone.