Greenpoint's Alex Fischman Cárdenas on Old Cameras, New Thinking, and Why He's Terrified of Fruit

Greenpoint Pictures director Alex Fischman Cárdenas, who won a Silver Young Director Award this year for his PSA Listening is a Form of Love, for AdCouncil, on fresh thinking, old cameras and being scared of fruit.

What’s the most creative advertising idea you’ve seen recently?
Ian Pons Jewell’s Kyller Instinct was pretty mind-blowing. It was such a fun watch that created this very specific universe, and felt so memorable. I feel like a lot of ads nowadays look very much the same and tell the same types of stories, and I want to commend brands, agencies and directors that give us something fresh.

What website(s) do you use most regularly?
Flim.ai is my go-to. While it’s obviously great for treatments and conveying tone, my favourite use is as an alternative for storyboards. I can’t draw at all, so being able to pull very specific images to illustrate the compositions I’m imagining has been a revelation. Directing is really about communicating what’s in my head, and this tool helps me explain myself with far more clarity.

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