Unique POV

Unique POV

There’s just something divinely refreshing about a director who, represented by Circle Productions in the metropolitan city of Toronto, Canada, and by Good Films in glorious New York City - chooses to live in Minneapolis, Minnesota.  Not that that is a bad thing – moreover, just a curious thing.  But the same could be said for that director, namely Joe Schaak, who most definitely derives his deliciously droll sense of humor from (where else?), the Midwest. 

Initially graduating with a degree in Entrepreneurship from the University of Colorado, it would be (funnily enough) an interview with Burlington Northern Railroad that would send him packing to Minneapolis and the only person he knew who worked in the biz.  “I just couldn’t answer the question: ‘if you were an animal, what animal would you be?’” shudders Schaak.  “How does one answer those kinds of questions?  Let alone, why?”  Decidedly setting his sights on film, Schaak would start as a PA and work his way up to line producer and ultimately director at Northwest Teleproductions.  Here he would average a spot a week for two years working on the Armed Forces Television Network account.  In 1998 along with two partners, he founded the production company Twist and began directing commercials. While running this company, Schaak quietly built an award-winning reel that would soon compete on an international level.  A reel boasting such clients as Barq’s, Kellogg’s, Wrigley’s, Purity Dairy, McDonalds, ESPN, Toro, Coca-Cola, Verizon, and Northwest Airlines, to name but a few. 

When speaking with the director today it is quickly apparent why his perspective and methodology to the work is unique. Armed with a wry, intelligent comedic flair and a keen eye for any and all subtleties, Schaak manages to keep his productions from ever becoming too heavy-handed or pretentious.  It is because of that very commodity that the demand for the director’s talents remains high.  With a gift for conveying the nuances of the human condition, Schaak is able to engage the viewer through the merest of posturing.  “I love character development,” says the director.  “So much so that I learned long ago not to over think the delivery, but to follow my instincts and allow the intricacies to appear organically.”  Quirky at heart, it is his curiosity and study of behavior that makes his job so fulfilling.  “I go through life watching things,” says Schaak, “and simply put, I find a lot of things funny.”   

Appropriately funny or not, the director’s perspective is invigoratingly non-judgmental.  “I can’t label the perspective -- I can’t describe it,” states Schaak.  “I haven’t thought about it hard enough.  What I do know is that my perspective comes across differently in my work than it does for other directors.  That I attribute that to my Midwestern roots.”  Keenly aware that this industry is way too fun to be overly dramatic, Schaak’s goal is to completely understand the brand; extract the message; and then entertain the audience the best he can.  “If you can find the most creatively funny way to sell the brand, then all else follows.  There are so many moments ripe for the taking if one is observant enough.”  

It should then come as no surprise that Schaak’s favorite aspect of any project is working with the talent.  Accepting full responsibility of delivering the product message through his cast, Schaak guides their performances while still allowing them the freedom to take the necessary risks to define their characters.  During this exploration phase, should a particular risk fall short of its mark, the director is always armed with a 'Plan B' strategy to provide his talent with a backup alternative.  “I select performance ideas for actions or movements based on what is funny to me,” says Schaak.  “In the end the actors have the freedom to experiment with their performances knowing that I’m there with a safety net.  By creating an environment in which risk-taking is encouraged, we achieve good comedy.”

Where Schaak has come from and where he is headed promises to be chock-full of exciting endeavors.  The director, never short of ideas, acknowledges that his past advertising experience(s) continue to enhance his compulsion to create new, groundbreaking content.  Even with the new advertising model, Schaak’s discerning, yet amusing eye, towards ‘what’s to come’ remains objective.  “It’s an interesting time,” says the director.  “The challenges are there – the arenas are more diversified – and yet it is the financial aspects that need to be outsmarted.  Free range is fine if one can avoid the pratfalls of laziness.  I’ve learned that early on because I’ve fostered some of my best work when I am as creative with the budget as I am with the product.”

The future remains bright for the man from Minneapolis.  Along with a new set of partners, he has launched WayNorthFilms.com that focuses on the dream of establishing a film community outside of the Hollywood model – much like Robert Rodriguez has done in Texas.  “We’re reinventing how we do things, whether in short or long formats,” says Schaak.   “Currently we’re developing several projects for a myriad of mediums – television, features, the web.  It’s very exciting – and I just keep it all in perspective by examining the humor in every situation that comes along.”