“Taste Cannot Be Replicated”. Bugsy Steel’s Take on AI and the Future of Commercial directing

1. How has commercial directing evolved from when you started to where it is today?

Advertising has changed so much since I first started. Apart from the obvious budgetary changes the industry has evolved with social media platforms, brand collaborations, client driven products and commercial production broadening to incorporate more than just an advert on the television.

2. Does AI replace creativity or enhance it?

AI will and is already having a profound affect on our industry and will continue to do so. Using it as a creative tool is inevitable and you either have to get on board or be left behind.

3. What human qualities will become even more important as technology evolves?

As always we need taste makers. Taste can be copied but not replicated. Knowing what’s going to happen, knowing where trends are and what will be the next thing can only be delivered by a human. Creatively is taste.

4. What does the future of commercial filmmaking look like from your perspective?

I think advertising production is going to carry on evolving with the input of Ai, the inevitable push back and want to realism, the influencers, YouTube film makers, celebrity driven brand collaborations and narrative cross overs with traditional advertising. There’s a lot to change and a lot of opportunities to come.

5. What did you see in Wabi Productions that made you want to join the roster?

Wabi are known for delivering a high level of production and fostering great talent so I’m honoured to be part of the team.

6. What is it about Mexico that inspires an international director?

Mexico has an incredible creative industry and scene and with a different perspective it offers so much.

7. What is a dream project you haven’t made yet?

My dream jobs are always small crews, in a van traveling around the country the country, discovering new places, meeting interesting people and using what you have to make cinematic visuals and tell interesting stories.