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Superlative has signed director Petr Simon, whose work includes spots and digital campaigns for global brands LEGO, Skoda, Jaegermeister and Zapier.
The announcement was made by EP Pia Clemente, Managing Director David Kwan and Creative Manager Stefan Dezil. Simon was formerly represented by Stink for music videos and spots in both European and US markets.
“I was really taken by Superlative's interest in my work,” says Simon. “They want to mentor me and focus on growing with me. I have a distinct, urban style that flows seamlessly from one vignette to another.”
Adds Dezil, “We were really impressed with Petr’s campaign for Zapier. He brought a tech spot to life by applying graphic design, an awe-inducing use of motion, minute detail capturing, and character nuance. Petr expertly pairs elements of mixed media, innovative camera movement and elements of sound design to tell holistic stories.”
Simon’s path to filmmaking began as a photographer of the Czech underground, a movement that began in his native Prague. “It was about resistance to conformity or any convention,” says Simon. “I started as a photographer and graphic designer. Simon then realised the limitations of still photography as a medium. “I had my graphic design, my montages, my photos, but I was missing movement,” he says. Directing music videos for rapper Rytmus, hip-hop artist Milion+, along with rappers Sam Wise and Viktor Sheen soon turned Simon into a filmmaker.
Coming from music videos, the self-taught storyteller has brought the best of what he learned over to directing spots. “I love pairing sound with visuals, and graphic design through movement to create interesting compositions,” says Simon. “Each frame tells its own story. The next step for me is to apply more of my POV to advertising and brand-building.”
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One recent example is Simon’s recent spot for LEGO titled, Find Your Flow. In the campaign, a frazzled young woman comes home from work. Sitting down at her kitchen table, she thinks of a way to decompress from a hard day at work. Enter her box of LEGOS. As she clicks pieces together, a chill soundtrack propels a group of dancers to highlight all the possibilities of the interconnecting LEGO pieces. Now de-stressed, the woman gets on with her evening. The spot ends with the LEGO logo and the tagline, “Adults Welcome.”
Adds Dezil, “Petr’s storytelling skills are propelling Superlative into a whole new realm of modernism in filmmaking. He’s a young auteur who loves to apply his personal influence and artistic control to branding.”
