Director

Humbi entress

So to speak, born to snowboarding through the beloved Swiss mountains of his homeland, the director Humbi Entress knows how to stage this sport unconventionally in films and documentaries. So it is not surprising that he has been also leaving his creative footprint in the advertising industry for ten years now. In our interview, Humbi tells us what is important to him in his work and life.

The Sturgheons: First, please tell us a little bit about yourself! Who are you, where are you from, what do you do? 

Humbi Entress: My name is Humbi Entress and I come from Switzerland, where I grew up for the most part, in between I lived in Salzburg for three years. Actually, I would have wanted to become a teacher, but my passion for snowboarding and travelling made me want to film. I have a wonderful wife and two great children.

What are your distinguishing features? How would you describe yourself?

Down-to-earth attitude, flexibility and authenticity. I am also always searching, close to nature, impatient and a team player.

How did you start making films?

I shot snowboard movies all over the world for 6 years. At some point the content was not enough – so I shot adventure documentaries in Greenland. My first real advertising assignment was for Greenland Tourism, with which I also won some awards. The advertising industry became aware of me. That was 10 years ago, since then I move from one great project to the next.

What do you have the most respect for in a production?

Not being or doing enough. In fact I often have self-doubt and a constant dissatisfaction with my work. I notice this especially when I'm alone for weeks on end for a project abroad – and I don't have any of my buddies with me. But it's exactly this challenge that I love about my job. A kind of love-hate relationship.

Which criteria play an important role for you when selecting a project?

The most important criteria is whether it is ethically justifiable for me to advertise this product. Then I always look for projects where I can bring in myself and my style. But it also happens that I take part in a project because I am fascinated by a certain style or technique or because I meet new talents. Either way: it must be exciting in the field of creativity.

What do you think is the most important part of the process before the shooting starts?

The creative exchange between the participants – and I mean at eye level. Projects become good when all creative people pull together and everyone can make their best contribution to making the best possible film. This sounds very logical and plausible, but unfortunately this process is often severely restricted by neuroses or fears. I think the film industry is much more advanced than advertising...

How did you find your own style? 

By searching. After I made documentaries and sports films, there followed a (short) period of time in which I made very classic, partly also very boring commercials from my current point of view. And that was because I thought that's what people did. Then came the project for BKW (home of the energy) where I got a carte-blanche from agency and client. That was groundbreaking for me in any case, because since then my films are more radical again. But of course the "own style" is always a further development.

Is there an artist, director or someone else who has or had an influence on you or your creative processes?

There are a lot of them. Gustav Johansson, Martin Werner or Karim Huu Do inspire me a lot in advertising. I recently visited Olafur Eliasson's exhibition and was incredibly impressed by his light installations.

What do you see as the biggest differences between snowboard movies and commercials?

Actually, the two genres can hardly be compared. In the snowboard business, we were young savages who pursued a passion far below the subsistence level. We were dependent on side jobs, sponsors or our parents. The means were tiny. In advertising the projects are much shorter and the diversity makes the job exciting. Budgets are often good, but creative freedom is usually limited.

Which commercial is your personal favourite and why?

Iñarritu's "Best Job" for P&G. Everything is just right and I almost cry every time. To tell such an emotional story within these few seconds is just great. But Gustav Johansson's Volvo Spot "Moments" is also fantastically told. I love this kind of spot.

What aspect of your work makes you the happiest?

Two things: Working with creative and inspiring people in great places – and then realizing a vision to the finished project.

Surfing with Kelly Slater or cheese fondue with Emil Steinberger? 

Definitely surfing with Kelly Slater. Why? I didn't know who Emil Steinberger was until just now. No, seriously. I'm just a very mediocre surfer, and yet this sport has shaped my life for the last 20 years.

What does home mean to you?

Home is security, where my family and friends are. I love to be on the road, even for months, but coming home is always a nice feeling. And honestly, during the Corona Lockdown I rediscovered my home again. I must say, Switzerland is really a wonderful place to live.

What do most people not know about you?

I have an incredibly guilty conscience about my Footprint. Every year I fly around forty times just for work – and still I take part in climate strikes in my free time. It's completely paradoxical, but it's better than doing nothing. I hope I can produce more sustainably in the future...

www.humbientress.com

Switzerland, June 2020. | Interview by The Sturgheons with Humbi Entress. | Films and photos by Humbi Entress.