Stink, an international production company headquartered in London represents a plethora of international directors -- Jens Jonsson, 26, is one of the latest additions to the company's stable of directing talent (read more about Jonsson in the March 2001 issue of Boards). Daniel Bergmann, a Stink principal talks about the never-ending quest for new talent and the connection between his company and Jonsson.

Boards: How did you discover Jens?

Bergmann: It was Robert Herman, my partner, who found him. He was doing some research in Sweden as we always do. We then collaborated on the Telia campaign, which we shot together with Jens here in London. That fixed our relationship and we got the joy of working together. That was in March or April of 2000.

Boards: What are the difficulties in working with a director who is still a student?

Bergmann: Availability is the main thing. We have to be responsible about his studies which are a priority at the moment, so it comes in waves of unavailability. I wouldn't call it a difficulty though, it's more the nature of the beast, the same as directors doing other film projects -- we are used to it and we have a common understanding with his school.

Boards: Why do you think Jens' work translates to different countries/markets?

Bergmann: I think Jens doesn't have a particularly Swedish style. Lately we have been always talking about Swedish or French directors, but he doesn't represent this in my eyes. He is a fantastic director whose talent is so universal. Big talents translate very easily, whether in directing or music.

Boards: What are the biggest challenges in breaking a new director?

Bergmann: Competition is obviously the biggest challenge. The size and the aggressiveness of the marketplace and also sometimes the politics. The famous chicken and the egg situation, where you try to break a director but he doesn't have enough on his reel, so how do you build the reel without the commercials on the reel. But we have close relationships with some agencies that help us -- for Jens, a few agencies either in Sweden or like, Louis XIV in Paris, which is a major player in developing new directors in Europe.

Boards: How would you describe Jens?

Bergmann: I think because of his talent, he is really jump-starting his career as a director, because his work is very mature for his age and what his experience should theoretically be. He is humble, calm and reasonable, and always open to discussion and solutions. He is the very rare type in which talent is married to an open-minded personality. He works in a very focused way and is a little bit selective in terms of what he does. He is realistic about advertising and quite professional, and is amazingly mature about knowing what type of business he is in, not like a na*ve young director surprised about doing a pac shot.

Boards: What was the turning point in Jens' career with regards to getting bigger and better commercial jobs?

Bergmann: There were two turning points. One was the Telia campaign shot for Reklambryan Hjartso in Sweden, which was very well done with good English actors in London. The other turning point was the very recent commercial for Audi through Louis XIV.

Boards: What's been your most memorable experience with Jens?

Bergmann: When we worked with Jens on the Audi campaign, it was most memorable seeing how he was able to develop the script and turn it into storyboards and amazing set drawings.