Jelmar Hufen

Vindeenlief.be: Femme-o-matic
1st Prize European Test
Representation: comrad.nl

When did you first pick up a camera?

I never did. I always work with a DP.

What does winning at the YDA mean to you?

It’s a great way to get your work seen and it tickles your ego. But of course I’m above that.

What was the most challenging aspect of making your spot/film?

To get everybody and everything in the same place on the same date for free. That was by far the hardest on this (and every free) job. At one point our shooting permit was denied because somebody filed it in the wrong Belgian province. The producer who assisted me then wanted to shut the production down. I was so angry, because I’d arranged everything and this was really the only day that all the cast and crew could come together in the coming three months. The next day I stepped in my car, drove for three hours to our shooting location and ‘bribed’ the mayor of the city with cake. He then gave his approval and the shooting began. Sometimes fortune favours the bold.

Who or what is your biggest inspiration?

I think life in general, contemporary art, photography. People who don’t follow conventions but their own heart and instinct.

What do you think is the future of advertising?

Probably the same as it is now, a lot of crap advertising being towed forward by some mavericks who want to do things differently. Only the media will change of course. I do hope technology will evolve in such a way that it’s not possible to get advertisements stuffed down your throat anymore. So we can all skip irritating TV ads, avoid internet banners and pre-load ads. Only then will brands be forced to make great stuff that people want to see. But I know this is wishful thinking. Never underestimate the men in suits.

What commercial do you wish you had made and why?

The Eristoff Pretty Honest for a Vodka spot, directed by Koen Mortier through Famous Brussels. It’s gutsy in content as well as in style. It’s a slap in your face and a pure anti-commercial. It’s pretty amazing. I also really like the whole Skittles series by Tom Kuntz. They’re awesome.

Where do you hope to be this time next year?

Hopefully behind my desk reading this insane script by a bunch of crazy creatives who want to colour outside the lines and think we can be a great team.

If I wasn’t directing I’d be…

A conceptual go-go dancer.