Kraft gets Spiked

Creative legend Spike Jonze is in the Palais as Kraft Foods hosts a question and answer session at the Cannes Lions Festival.

"You are your own audience. Trust your gut!"

Multi-award-winning and versatile film-maker Spike Jonze hit the Palais today and delivered his insights into the creative industry to a packed Debussy theatre at the Cannes Lions Festival.

Jonze sat down for a conversation and Q&A session with Gordon Bowen, global creative director of McGarryBowen.

Working across a number of mediums from short to long form films, music promos and commercial spots, Jonze says he's unsure if there is any one genre that has the power to connect over the other.

"I don't know if one genre connects more than the other, as long as it is a compelling idea," he explains. "Really it is the idea and the story that holds the most power."

Jonze has helmed some of the most original music promos, commercials and films from feature films like Being John Malkovich, Adaptation and Where the Wild Things Are to the Jackass movies and short films such as the one for Absolut Vodka, I'm Here.

Throughout the seminar, Jonze emphasised the importance of a core idea saying, "All the new technology doesn't really change what it's all about - that it's an idea."

The basis for success, he believes, partly rests on his ability to say "no" to projects he doesn't believe in. He says he thinks working on projects that excite him usually end up being able to connect with others.

"No' is the most powerful weapon you have as a creative. And it is your job to protect yourself and protect your creativity because no one else will."

Speaking about the advertising industry, Jonze acknowledged some of the difficulties facing creatives and directors when trying to bring their ideas and concepts to life.

"It is such a push and pull to get an idea through. And you can tell sometimes as a director when the core idea is good, but then with all the process and people trying to get their ideas in and stamp their mark on the project, the initial great idea gets warped."

After finishing the five year haul that was Where the Wild Things Are, Jonze was ready to return to short-form work. "There is something quite liberating about doing short-form work."

He is currently working on a new project with musicians Arcade Fire which is a 25 minute short-film of their upcoming album.