Julien Lutz

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Julien Lutz began his career in illustration, design and graffiti, but has since carved out a reputation as a successful music video and commercials director. Represented by Flynn and DNA, he recently directed the Yeo Valley rap commercial, which premiered during the UK X Factor's live shows and bacame a Youtube hit. Here, he talks about the best job they never told you about in school.

You're known as Director X, why's that and when did it come about?

I came up in hip-hop and my background is in illustration/graffiti/design. The X name came to me through my graffiti and progressed with me into music videos. I used to be known as Little X but I've recently changed it to Director X. It's an evolution, I aint little no more [laughs].

Tell us about how you got involved in the Yeo Valley campaign…

My production companies Flynn [London] and DNA [LA] came to me with the script from the agency, it was a very traditional process in the way the job came about. I was sent the boards and loved them, we all felt that this could be something very special if we all worked hard and did the idea justice.

How much has it taken over your life? Being back in London has been really interesting, seeing and hearing the reaction and impact it has made, how the general public know the spot and how you're not in the loop if you haven't seen it. I've seen a lot of the articles talking about the spot and how it might be Christmas number 1. I've been pleasantly surprised by the public reaction.

How much are you worried about becoming associated with 'that video'?

That's all good with me, if that spot is how people know me then that's how people will know me, and if anything it will bring attention to my other work. My other work is artistically sound but at times people have a hard time looking past the exterior of my hip-hop and R&B work, all they see are the stereotypes and they don't take the time to see the camera moves, the look of the film, the way the set is designed, or the composition of the shot. They don't take the time to have a deeper look to see the art that's going on. With my commercial work, I've progressed well and it's been a blessing all around.

What was the best part about shooting the piece?

It was definitely interesting. Going out to the Yeo Valley farm for three days and shooting was an amazing experience, meeting the people that run Yeo Valley and seeing how dedicated they are to the product and organic farming, it was very impressive.

The house you see in the commercial is the owner of Yeo Valley's house. Where you see our stars having a break with the cows wandering around in the background - that's what it's really like on the farm.

You've done 'real deal' urban work for some serious moguls. Was it hard to do a light-hearted take on the genre?

It wasn't hard at all, everyone has a light-hearted side. I've done something similar previously with Smirnoff Ice Tea Partay. It was fun to make a joke - or as you would say 'take the piss' out of something I would normally do.

You've done over 100 music videos and commercials - what's the most valuable thing you've learnt?

To trust you instincts - even when there may be no logical reason you should still trust your gut instincts and it will lead you on the right path. What's the best thing about being a director? Travelling, meeting new people, the overall variety of work I get to do - the job in general is pretty amazing.

The experiences you have on the job like travelling the world - London, Budapest, South Africa, New York, Miami etc. and meeting interesting people make it a really terrific job. I say to my friends that this is the best job they never told you about in school!

And how's life at Flynn?

Flynn is great - they have a very dedicated team and when people saw the boards [for Yeo Valley] come in they put in the work and bent over backwards to make sure it would happen. They are a good professional company and I enjoy being there a lot and feel that the partnership between Flynn and DNA works so well and they're a real compliment to each other.

What inspires Julien Lutz?

Art of all kinds. I'm really into art and design and I'm heavily into comic book art. I'm a real design-junkie so I'm always, always looking at design magazines, websites etc. Life in general also inspires me from music to fashion to what I see just walking down the street. Hopefully all these things bouncing around in your head will give break to something inspirational.

How are you spending the Christmas period and what's the best way to be creative during the holidays?

For Christmas I'll be at home in Toronto, where I'm originally from, with my wife and child as well as my huge extended family. The best way to stay creative - as I said before - is in you. There is the creative we do for work and there's the creative that just pops into your head as you go about doing what you do.

I'll always be looking at the things I look at and moving in the creative worlds I move in and then one day an idea will pop into my mind and I will go and draw it or incorporate it into my work.

Check out the Yeo Valley rap video below on Yeotube: