The Directors: PACO

PACO is a master of the weird and the wonderful. He wields a refined palette of colour, luminosity, and shadow that seamlessly integrates visual effects, stop motion, animation, CGI, or 3D to create delightful, unexpected moments. His deftly drawn characters inhabit worlds that teeter on a razor’s edge between the ordinary and the outlandish, balancing the two sentiments with a corresponding mix of grace and clumsiness.

PACO’s depth of insight into comedy - from dry and satirical to physical and slapstick – enables him to move effortlessly between modes, from script to script or moment to moment. His meticulous approach to casting and close collaboration with actors infuse each film with a unique vitality and humour.

While still in school at the University of Porto, his short film, 'Without a Story', won the Grand Prix at the European Capital of Culture Festival and screened at Cannes. As he moved into advertising, his work has returned to Cannes once again, garnering Lions for Film Craft and Cinematography.

Name: PACO
Location: Lisbon – LDN - US
Repped by/in: Furlined US & UK, Steam Films in Canada, Major West in Portugal
Awards: Cannes x2 time in craft

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

PACO> When it comes to what sets one script apart from another and what kind of scripts excite me to shoot, a few key elements stand out:

Originality of the Concept: A script that introduces a fresh, unique idea or perspective immediately grabs my attention. I'm always drawn to stories that push boundaries and offer something unexpected.

One script that stands out in terms of originality is the film “David's Hair” created for McDonald's. This concept was fresh and unique because it centred around building a character over time, from his very first steps to the present day. The narrative delves into the evolution of David's life, making the audience connect with him on a personal level.

Moreover, the project offered something truly unexpected. The tagline "expect the unexpected" perfectly encapsulates the twist and turns in the story, keeping the audience engaged and intrigued.

Strong Character Development: Characters who are well-rounded, complex, and evolve throughout the story make a script compelling. I love working with scripts where the characters feel real and their journeys are deeply engaging.

“David’s Hair” also pushed boundaries by creatively reconstructing different time periods while maintaining the core identity of the main character. It wasn't just about showing a character growing up; it was about capturing his essence throughout various stages of his life. The client and agency challenged me to craft a story around David's unique anxiety tics, which he had since childhood, until one pivotal moment when everything changed.

Engaging Dialogue: Sharp, witty, or emotionally resonant dialogue can elevate a script to another level. I’m particularly excited by scripts where the dialogue not only moves the plot forward but also reveals the intricacies of the characters.

Narrative Structure and Pacing: A well-structured narrative that maintains a balance between tension and release keeps me hooked. Scripts that are paced effectively ensure the story unfolds in a way that keeps the audience invested from beginning to end.

Emotional and Humour Resonance: Scripts that can make me feel something—whether it's laughter, sadness, or inspiration—are the ones I find most rewarding to bring to life. The ability to balance emotion with humour is especially powerful.

Visual Potential: Lastly, the visual aspect of a script is crucial. I get excited by scripts that offer rich visual possibilities, where I can see the potential for striking cinematography and creative scene construction.

When a script combines these elements, it not only stands out but also ignites my passion for bringing it to the screen.

LBB> How do you approach creating a treatment for a spot?

PACO> Everything starts with a call, THE CALL, prompting me to listen and ask myself, "How can we further elevate this idea?" I see my role as that of a scout, searching for fertile ground where ideas can blossom into images. This involves understanding the client's needs, the agency's perspective, and supporting insights with visual references through thorough research.

We then conceptualise and develop the script, based on our research and understanding of the client’s needs. These ideas are refined into a cohesive concept that aligns with the client’s objectives and resonates with the target audience.

The treatment is structured to clearly present the idea, beginning with a compelling hook that captures attention. I outline the concept, the creative approach, and incorporate a unique and personal perspective. This is followed by a visual or narrative description of the spot, detailing key scenes, tone, and style.

The goal is to create a pitch that is engaging, memorable, and persuasive, ensuring the concept remains original and impactful.

LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

PACO> Understanding the strategic and contextual side of an ad is absolutely critical, especially when working with a brand or market I'm not familiar with.

Without a deep understanding of the brand’s identity, values, and the nuances of the market, it would be challenging to create a script that resonates with the target audience and meets the brand's objectives.

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

PACO> I’m most passionate about work that involves comedy and humour. I’m particularly drawn to projects where I can build and develop characters, bringing them to life in ways that connect with audiences through wit and laughter.

Whether it’s crafting a clever storyline or adding layers to a character's personality, I thrive when I can infuse humour into my work and create something that entertains and resonates with people.

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

PACO> Balancing openness and collaboration with protecting the core idea requires a thoughtful approach. I start by establishing clear communication channels and involving key partners early in the process. This fosters trust and ensures that everyone is aligned on the project's goals.

By framing the idea within the broader brand strategy and articulating its unique value, I demonstrate its relevance and potential, making it easier to gain buy-in while preserving its integrity.

Strong relationships built on trust and respect enable me to strike the right balance between collaboration and idea protection.

LBB> Which pieces of your work do you feel show what you do best – and why?

PACO> I believe the pieces that best showcase what I do well are those that translate my innate humour and the unique way I build characters. These works highlight a touch of quirkiness that sets my style apart. Additionally, they reflect a strong attention to the visual aspects, ensuring that the imagery complements the narrative in a cohesive and engaging way.

This combination of humour, distinctive character development, and visual focus is what I feel represents my strengths the most.