To me, film is about communicating. It doesn't matter whether it's a commercial, a documentary or a feature; every film has to convey an idea.

I started out as a director and my basic instincts are still the director's, but as my production company grew, I became involved in producing as well. The focus was on finding new directors, and one way of attracting talent was to help them realize their own projects. This led me towards producing documentaries and short films alongside commercials.

My experience as both a director and a producer has made me understand the importance of finding a balance between artistic ambitions and available resources. If the director's mission is to convey an idea, then the producer's role is finding a way to make it happen.