Documenting the undocumentable

June 2018 · Rosalia Le Calze

Following a story about business is like trying to catch the white rabbit in Alice in Wonderland.

You don’t know where you will be, how far and what you will find. This was my feeling when I started Andis Cekuls’s documentary.

Documenting the undocumentable picture

As a director I usually work with a big plan, in the cinema industry we call it shooting schedule. But in this case, filming a someone in business is like a guerrilla filmmaking experience all from the start. There is no way to understand the final result of your movie, no control of it. The story follows its course and you are a simple cameraman, so who is the director?

In a world where everything is a risk, the director is the destiny.

The title of a movie should usually be the first thing to decide, but in this situation the title is the end of the process. You check the footage, you understand what’s going on and then you can find a lesson to learn from it.

Words like: lessons, learn, grow up, running… are the keywords in this world.

The business world drives the situations and you are the player. You can lose or you can win and the match is always different.

Every episode is basically a lesson taught by this type of lifestyle and as a camera-editor I should understand the mood and show it in the best way.  

There are many vlogs online, talking about business, and many of them don’t want to teach but they want to show.

If you write the word “business” on the Internet you can easily see expensive cars, money, and diamonds.

Not accurate. Or at least for us. Because the business that we’ve filmed is something very far from these kinds of things. In the dictionary, business has not (yet) become synonymous with pompous.

What many vlogs usually shows is a lifestyle, a rich lifestyle, something that you can admire with amazement but nothing is teaching you how to reach the same result. 

Far from motivational words, far from the gold and the diamonds, Andis is showing his world (a real world) and he is trying to teach from his experience how to lose (without crying) and how to win. How to sell yourself, your product, how to build a digital team, and use digital tools. Andis wants a show where you can feel and understand the lessons he himself learns, which is the most important thing in business.

And as the media director here at Phycon, my job is to follow, document and react to the always-changing environment.