Face to Face with... Matt Smukler

Matt Smukler began his career as an art director and moved into copywriting working at some of the top advertising agencies in the US – including a five-year stint at Goodby Silverstein and Partners. His work for Nike, HP, Saturn and Milk has received numerous awards, including One Show and CA.

Moving into directing commercials was a natural next step which saw him leave the agency world to direct full time in 2003. Having since directed comedic spots for the likes of Budweiser, Reebok, MTV and Absolut to name a few, he recently signed to Independent Films London’s roster. His new short, Hiccup, tells an outrageous tale of the morning after a party gone wrong, and is currently doing the rounds at film festivals worldwide. Here the director tells us more.

How did you come up with the idea for Hiccup?

This was a true story that in order to get beyond I had to face head on and make into a film.

So what exactly happened at the rave before the opening scene?

What happened at the rave the night before is what can happen when a hyperactive libido is mixed with a lot of alcohol, a bit of Ketamine and a childhood nemesis.

How did you cast the old lady character? Did you hold sessions?

The part of Mrs Franziska was played by the amazing Carol Mansell. I cast her out of Los Angeles. It was a pretty extensive search, but when Carol came in for the callback she was absolutely brilliant from the moment she started speaking. She’s very brave and I was lucky to have her.

Why did you get into directing/commercials?

I must have been twelve when I first saw Bosom Buddies. My dreams were somewhat deflated after college when I learned there was no Livingston Gentry & Mishkin advertising agency on Madison Avenue and dressing like a woman wasn’t necessary. So I took a job working at Comedy Central – then a fledgling start-up cable channel and learned the hard way what Bill Maher didn’t think was funny.

What do you think makes a good director and what do you love most about it?

What I love most about directing commercials is collaborating with actors and finding ways to make the material better, funnier – more honest. The good actors continue to blow me away and inspire me. I think having empathy and patience is critical to being a good commercial director. A decent eye for composition doesn’t hurt either.

Who’s your favourite comedian and what’s your favourite comedy film or commercial?

My favourite comedians are Larry David and Chris Rock – both are incredibly candid with the genius ability to strip things down to the core. If I had to pick one comedic film, I’d say Annie Hall is my favourite, but that’s a very hard question.

What was it like writing with Rob (Chester Smith) and having him in the film?

I’d worked with Rob before on several commercials and so when we decided to work on something a bit longer it was pretty seamless. We weren’t ever in the same room during the writing process but we went back and forth on drafts via email – made each other laugh (and squirm) - and it was fairly quick and effortless.

What was the best thing that you saw/watched/read over Christmas and the New Year’s break?

I read Jonathan Franzen’s Freedom over the holiday. Nobody captures family dysfunction better than Franzen. Such rich characters and writing that literally takes your breath away. 

What have you got lined up for 2012?

So far in 2012 I’ve shot a new campaign for Virgil’s Ginger Beer and I’m prepping a big Verizon job that shoots in a week.

Look out for Hiccup at all the major UK film festivals in 2012.