Why did you apply for the selection process? What attracted you to this challenge?
I came across the competition on social media and was immediately excited. It's not often that you get to develop a short advert based on a theme of your own choosing, especially one as interesting as this. Usually, the guidelines for similar projects are very strict and specific, often even dry. Here, the title ‘Czechia: ´Country on the Coast’ opened the door to many ideas.
How did your idea come about? What was the initial impulse?
My intention was to create a short video that pays tribute to Czech literature, reflects the aforementioned theme of ‘Coast of Literature’ and at the same time is not too descriptive or concrete. I wanted to focus more on the emotional impact of the spot than on telling a mini-story with a surprising punchline. It occurred to me that I shouldn't look for symbols representing something specifically Czech in our literature, but rather concentrate on portraying the joy of creating and writing itself and the search for ideas. Above all, I wanted the commercial to be playful. This gradually led me to Dadaism and the Czech Poetism movement of the 1920s, when visual play with writing and words also played an important role. This immediately fit with the planned technical implementation in the form of an animated collage.
We were impressed by the distinctive use of animation and collage in your design. How did you arrive at this style in your work?
It's true that I often use a particular form of collage. I enjoy this even in the preparatory phase, because this form of implementation automatically brings a certain playfulness to the work. Another important aspect is the speed of implementation. I also work as an advertising director and graphic designer, and in most cases, speed and efficiency are crucial. For me, however, the end result is always the most important thing, and the collage technique allows me to combine both speed and attention to detail.
What did you include in the video clip? What symbols, details or metaphors?
The advert is divided into three parts. First, we fly past historical figures who quickly remind us that there is something to build on. Then we enter imaginary worlds from which we can constantly draw new ideas. And all ideas ultimately find their satisfied reader.
Attentive viewers will certainly discover many different details based on specific role models. However, the aim was to move on the edge of the surreal, and the most important thing was that the advert conveyed the ‘joy of creation’.
Did you use any artificial intelligence tools when creating the video ad? If so, in what way?
AI has been around for quite some time in the software I use for my work. Now, however, it is much more accessible to users and easy to use in everyday life. And I welcome that, because as an author, I suddenly have much more creative freedom. In animation, for example, production processes are significantly accelerated. Routine tasks that used to take hours of hard work can now be completed many times faster. This takes the pressure off and allows you to devote more time to the creative side.
The visual design of the commercial is based on a collage. In such cases, it is important to maintain a certain visual continuity so that the individual scenes build on each other, for example in terms of drawing style. In this case in particular, AI was a great help, making it possible to easily coordinate all the details.
What was the biggest challenge during production?
Even though it may not seem like it, two minutes is a relatively long running time for this type of format. It is difficult to piece together the individual fragments in such a way that you can hold the viewer's full attention throughout. This is even more difficult when you are not telling a specific story with a punchline. I hope that together we have succeeded in creating a video that captivates viewers.
How did the collaboration with the team go? Did anyone have a significant influence on the final form?
Working with the Czechia team was very pleasant. I am an author who likes to seek advice and discuss all the details and ideas in a larger group. I welcomed the opportunity to discuss individual ideas at all stages of the commercial's production, and I also greatly appreciate the creative freedom I was given.
The soundtrack also plays an important role in the advert. How did the music come about and why did you choose Stanislava Jachnická's voice?
The music and soundtrack for the commercial were created by composer Michal Pajdiak. I have known Michal for a long time and we often work together. I like his versatility. He always comes up with something new and looks for new approaches for every project. I like that because I think the same way. From project to project, I look for new editing methods and approaches that I haven't explored yet.
As for the voiceover, I wanted the rhythmic music to be complemented by a sonorous, expressive voice that sounded mature but not old. Michal immediately had the idea of trying Stanislava Jachnicka, with whom he had already worked. And that was the right choice. I also think that the female voice balances out the many male characters that appear in the commercial.
Do you read? Which authors from the spot or outside of it do you like?
I really enjoy biographical novels and fiction. I recently read Pavel Kohout's ‘Letorosty samomluv’ (Sprouts of Soliloquy) with great enthusiasm, and now I'm enjoying reading director Werner Herzog's memoirs, ‘Every Man for Himself and God Against All’. Next on my bookshelf is the collection of short stories ‘Smrt staré Maši‘ (The Death of Old Maša) by Vratislav Maňák. Otherwise, among the classic Czech authors, I like Ladislav Fuks, for example. His novella ‘Obraz Martina Blaskowitze‘ (The Picture of Martin Blaskowitz) is a little personal discovery for me.
Since I don't often have the opportunity to sit down with a book, I listen to a lot of audiobooks at work. When I have an artistic activity on the agenda, it's a great way to be creative. I prefer to choose something from the school reading list that I didn't get around to during my studies. Recently, for example, I was thrilled by the magnificently narrated work by Márquez (One Hundred Years of Solitude) and ‘Kladivo na čarodějnice‘ (The Hammer of Witches) by Václav Kaplický.
Will you continue to follow the preparations for the Frankfurt Book Fair?
Of course. I follow the latest news and interesting interviews with authors on social media. I am delighted that Czechia is the guest of honour at such an important international event, and I am glad that I can be a small part of it thanks to the advert.s on social media. I am delighted that Czechia is the guest of honour at such an important international event, and I am glad that I can be a small part of it thanks to the advert.
The interview with Jakub Kouřil was conducted by Karolína Tomečková.