Ask the Director: Sharon Chetrit

Your way into filmmaking was like....

My journey into filmmaking began in the most magical of places—the theater. As the lights dimmed and the screen came alive, I was captivated by the enchantment of storytelling. It was then that I knew my calling was to become a director, to bring to life the narratives in unforgettable ways.

Is there anyone or anything in particular who/what inspires you, within or beyond film?

I have a deep love for listening to people's stories. Living next to LACMA, I find inspiration and countless ideas simply by immersing myself in its exhibitions. But my passion doesn't stop there—I also enjoy exploring new techniques and approaches to storytelling with AI, such as Mid-Journey.

What's your process from the idea to the final film? What's your creative process, and what tools do you use?

In every project, I embrace the powerful WWW technique: Why, What, and Who. Whether it's a music video or a brief 15-second TV commercial, I want to understand who the characters are, why they are in this particular situation, and what their yearning is for freedom in this world. This exploration becomes the starting point for lighting, casting, colors, locations, and music choices.

I create a mood board that visually addresses these questions to clarify this vision. I gather numerous references, sourcing inspiration from various channels and utilizing AI to generate unique concepts. This enables effective communication with my team, ensuring we share the same visual direction.

What does a normal working day look like when a lot is going on?

In the midst of a demanding workload, it's important to remember that we are not brain surgeons. Take everything easy. We should find joy in the process and stay connected to our initial motivation. I prioritize thorough communication, asking many questions to tie up loose ends before shooting or editing. Understanding that our minds are not machines, I try to take breaks and pauses to enhance efficiency. 

Where do the ideas for your visuals come from & how central are the visuals in your filmmaking process?

I draw inspiration from the worlds of fashion, design, and fine cuisine. I believe in the power of aesthetics, carefully considering composition, colors, and their impact on the viewer's emotions and reactions. My ultimate goal is to create spots that I would personally enjoy watching and find inspiration from.

Whether through the choice of a camera lens or the nuanced actions of actors, I try to capture moments that can stay forever in the viewer's mind. I love exploring mixed media elements within my films, seamlessly integrating them as integral parts of the storytelling rather than gimmicks. In my work, usually, the characters embark on surreal and unorthodox journeys, and I constantly seek out visual ideas that enhance their overall objectives.

Tips for aspiring filmmakers?

If you possess the heart of a storyteller and the spirit of a leader, you are already a filmmaker. Now, it's time to hire yourself as the director. Grab a camera, learn the art of editing, and get on a journey of exploration. Let a visual mood board guide your vision and never cease your quest for knowledge. In addition, surround yourself with inspiring and talented artists. Together, you can elevate your craft and create extraordinary works. Lastly, do not fear the darkness within your frames. In those shadows, remarkable moments can be discovered.

Selection of your favorite movies?

Two movies played important roles in my journey as a storyteller. The first was The Lion King, which I watched at the age of 4, lighting my passion for the art of storytelling. The second, Repulsion by Roman Polanski, and Once Upon A Time in America by Sergio Leoneare, are personal favorites that have influenced my approach to narrative. These cinematic masterpieces have not only inspired me but also served as constant reminders that there is always room to learn in the world of storytelling.

Cool Instagram accounts?

Funny as it is, I must confess that I don't have an Instagram account. I choose to prioritize my work and avoid the distractions of social media. Instead, I have discovered alternative ways on the internet that serve as sources of inspiration for me.