On My Radar: Matt Bieler

What is the most creative advertising idea you’ve seen recently?

Frank Budgen, Jonathan Glazer and Chris Palmer’s entire body of work. When I get into a funk I tend to go back and revisit the legends. Going back in time, sometimes that work suddenly feels like the fresh thing and reminds me why I got into this business in the first place.

What website(s) do you use most regularly?

I think I may be addicted to IMDb and Wikipedia. When I’m working on a project or visual research I tend to look at a bunch of photography pages and such, but I always end up back at Wikipedia. I’ve always loved encyclopedias, and the fact that there is one online, well, it’s become quite an addiction.

What’s the most recent piece of tech that you’ve bought?

An outdoor video projector. During the pandemic it was the only way to watch films with friends and family.

What product could you not live without? 

Headphones are a big part of everything I do. The noise-canceling kind. Sometimes I don’t even need music in them, I just need to shut out the world for a little while and be able to work in an office or on a plane. Growing up in bands, I could hear on headphones what I couldn't hear in the room; if I don't have them on I feel naked.

What’s the best film you’ve seen over the last year?

Come and See , directed by Elem Klimov. I’ve seen a lot of war films but I’ve never seen anything remotely close to that. It’s a gut punch I don’t think I’ll ever forget. Photographically it’s stunning. It’s one of those 'how is this possible?' films.

What film do you think everyone should have seen? 

It’s a Wonderful Life. It’s my dad’s favorite movie. Every time I see it it reminds me of my family and the holidays and specifically the smile on my father’s face. 

What’s your preferred social media platform?

Instagram. Can’t get enough hoops highlights.

What’s your favourite TV show?

Umm… Hmm…. Can I be obvious and just say The Wire or Breaking Bad? No? Okay then... It’s F*ck That’s Delicious with Action Bronson. Why? Because I love hip-hop and YES I f*cking love food travel shows! Number one guilty pleasure.

What’s your favourite podcast?

The Rewatchables. I love talking with people about films, but I prefer hearing other people that are much smarter than I am talk about films. They break down why movies are rewatchable into different categories. It’s fun.

What show/exhibition has most inspired you recently?

Contact High: A Visual history of Hip-Hop. I don’t think I realized how influential album covers were to the aesthetic that informed my work early on, but that black and white feel that was coming out of New York, specifically hip-hop photography and album covers, were a really strong influence for me. I didn’t grow up in a house that was keen on the arts, I had to find it on MTV and in record stores.

What’s the most significant change you’ve witnessed in the industry since you started working in it? 

The length and substance of treatments. Apologies to any agency I’ve sent a 60-page coffee table book to.

If there was one thing you could change about the advertising industry, what would it be? 

I wish we could be more involved in edits here in the states. It’s kinda like buying the groceries and not getting to make the dinner. It’s only natural to want to see it through. My background is in music, and I equate the edit to how you get to shape something in the studio. I’ve been lucky enough to be invited into more edits than not but, when I can’t be, handing over the footage and not seeing the collective vision through hurts the heart a little bit.