For me, a well-done advertising film consists creativity, harmony and professionalism. On production I try to work with the best of the business. My task being the director means to conduct unpretentiously this team of virtuosi - e.g.camera, styling,editor,makeup, sound ect, - like a symphony orchestra.

I am trying to motivate every person individually to give her/his best in order to get the best out of the team.
Only if everybody works in harmony precisely - like the instruments of an orchestra - we can achieve an exact combination of creativity and professionalism.
In this case we are able to create a film which achives the demand of the original idea for the concept and the campaign and the pictures will have the power to mediate this idea in 20, 30 or 60 (hurray!) seconds to the audience.
And the audience got to get the "message"!
"Message is not important - receiption is!"
My task is to the best of my abilities to make the message understood, I like that work :)