Jon Stojan
Photographer Credit: Baljit Singh
Storytelling is one of the most challenging forms of creative art. Knowing your audience, catering to their imagination, and conveying your message requires wordsmith mastery. This is where Alina Kulesh is embracing the limelight for crafting visual narratives that are charged with emotion and purpose. Kulesh, a creative director & director in Canada, stands out seamlessly, infusing artistic vision with client expectations. Her unique approach involves a delicate balance between client brands, artistic mission, and a commitment to unraveling the emotions behind each story. Whether she is directing commercial videos for the latest SickKids campaign or the leading interactive creative on award-winning documentaries like I Spy With My Five Eyes, Kulesh embraces collaborative storytelling. Let’s delve into the mind of Alina Kulesh as she shares her journey, philosophy, and the essence of her exceptional storytelling.
Q: Can you share your creative philosophy and how you strike a balance between a client’s brand and your artistic vision?
A: My creative philosophy revolves around clarity and purpose, emphasizing the mergence between a client’s brand and the artistic mission that I can bring to the project. It’s about finding that delicate balance that allows both elements to shine. I believe in unraveling the emotions behind the message, ensuring that the story evokes a passionate response from the client and resonates with the audience.
Q: You’ve worked with top brands like Nike, Genesis, and DoorDash. How do you approach collaborations with such renowned names?
A: Collaborating with top brands involves a deep dive into their essence. It’s always about the client’s brand and vision for me. Whether it’s Nike, Genesis, or DoorDash, I focus on bringing the client along in the creative journey, aligning their vision into a story that captivates the audience. Each collaboration is a unique opportunity to marry artistic expression with brand identity.
Q: You’ve previously noted that the intersection of technology and storytelling fascinates you. How do you incorporate technology without letting it overshadow the narrative?
A: Technology is a powerful tool, but I ensure the story remains at the forefront. I’ve been fortunate to learn from innovative people at rad shops like Thinkingbox, Jam3, and Grow. I strive for innovative yet cinematic and story-forward executions. Technology supports the narrative; it’s not the main event. The fascination lies in enhancing the storytelling experience, not overpowering it with bells and whistles and pixels.
Photographer: Samantha Falco
Q: In directing commercials and brand videos, how do you approach working with actors and real people, and what role does casting play in your creative process?
A: Casting, for me, marks the beginning of a two-way creative journey. Trust and mutual understanding are paramount. I create a comfortable space, fostering a collaborative atmosphere on set. This is incredibly important for work that features real people, such as directing videos for the latest SickKids campaign, where each person has lived a truth we’re showcasing and has to be treated with respect.
Being open to actors’ ideas ensures a rewarding exchange that contributes to the collective creation. It’s not just about directing; it’s about co-creating a story with the actors.
Q: Your journey as a creative director began with a love for storytelling, and then you extended that to directing. How has this passion evolved, and what drives you in crafting distinct and captivating narratives?
A: What started as a curiosity to extend my skills has transformed into a passion—and over a decade-long career—for crafting unique and captivating storytelling experiences. Whether original tales or building onto existing storyworlds, like Vikings: A World Revealed on History Channel Canada, I try to uncover a truth of sorts. That’s a big driver for me.
Also, as a director on set, the rewarding exchange with people culminates into a collective creation. Each project is an opportunity to explore different mediums and push the boundaries of storytelling.
Q: The core value in your storytelling is honesty. How does this manifest in your projects, and how do you approach creating distinct visual styles?
A: Honesty is paramount. Regardless of the project’s scale, genuine emotions must connect with the audience. In personal projects like Baby Blue, Little Soul, and Hard Falls, I focus on offering honest experiences within budget and schedule constraints. Each film is a practice in the art of storytelling, accentuated with distinct styles that carve a niche in the industry.
As Alina Kulesh continues to create visual stories in her distinct style, it’s clear that her journey is not just about being a creative director & a live-action director but a true storyteller. With a commitment to authenticity, her goal for the future is to craft authentic and nuanced stories. Kulesh’s creative odyssey embraces technology, collaboration, and a genuine passion for storytelling that resonates on a deeper level with her intended audience.