Pro Hello: Amit Gupta
LA-based director Amit Gupta’s international upbringing has influenced his life and work immensely. Known for his dynamic visuals, beautiful imagery and human storytelling, Amit has shot over 250 commercials around the world on almost every continent. His commercial work has earned him multiple awards from the American Advertising Federation, Canadian Marketing Awards, Cannes and Spikes Asia, and his narrative projects have screened at ScreamFest, FilmQuest, Atlanta, Austin, Independent, Houston, Beverly Hills and won multiple awards including numerous Audience Awards.
Amit studied Film and Television at the Academy of Art University in San Francisco, where he earned an MFA. He also holds a degree in Economics from the University of Texas at Austin. In addition to his passion for telling amazing stories in the fantasy, horror and thriller genres, Amit likes spending his free time skiing, riding motorcycles and enjoying quality time with his wife and daughters in LA.
Today, Amit shares his story so far.
LBB> What do you do, and where are you based?
Amit> I'm an LA-based director for commercials, branded content and AI. I have a few features in development including an action film and fantasy / horror project.
LBB> What recent campaigns might we know you from, and what was your input on these campaigns?
Amit> I have recently been the director on Jim Beam’s launch campaign in South East Asia, LG's 'Switch for Good' in North America, and documentary series' for GO Transit and TD Bank for the Canadian market. Plus, I have also worked on a new Suzuki car launch in India.
LBB> How did you first get into the industry, and how did you realise what you wanted to do?
Amit> I became a commercial director by accident. When I was in film school in San Francisco, I made a spec spot for a cinematography class that was a real hit with the instructor. He sent me to go visit a small ad agency in town where a friend of his worked. The account executive at the agency offered me a project for small local restaurant chain that needed a spot for $5,000. As a film student, it was the most money I had ever seen. I put together a small crew from school and we shot their campaign and came up with a cool treatment for this campaign. That project won a Bronze Telly that year, and I was off to the races. Before graduating from school, I was getting paid to direct, and left with a portfolio of one spot, a couple of PSAs and a real music video.
LBB> Tell us about your journey so far.
Amit> It's been a gradual build, but also really rewarding. I left film school just before the great recession and there was very little work to be found in North America, so my wife and I moved to India where I am originally from and I got repped with a small production company and an EP who believed in me. I took almost any project I could get my hands on, and slowly built up my reel.
After directing for three or four years, I launched my own company called Hello Robot and set up offices in Mumbai and LA, working on campaigns all over the world. We closed the company in 2018, so I could focus more on my directing career rather than running a company. Since then, I have worked with some of the elite production companies in the US and around the world working on some of the most elite brands, and I've shot over 200 campaigns in almost every continent.
After directing for three or four years, I launched my own company called Hello Robot and set up offices in Mumbai and LA, working on campaigns all over the world. We closed the company in 2018, so I could focus more on my directing career rather than running a company. Since then, I have worked with some of the elite production companies in the US and around the world working on some of the most elite brands, and I've shot over 200 campaigns in almost every continent.
LBB> What projects / campaigns that you’ve been involved in have been the most personally satisfying to work on, and why?
Amit> I love projects that have a deep emotional core, and a strong narrative component. Recently, I shot a campaign for GO Transit in Canada that was about human connections. One of the spots was a story about a father taking a trip on a train to Niagara Falls, and was really a story about generational healing.
There's also a documentary series I worked on for TD bank that took me to the most remote regions of Canada and spoke of people building strong communities in these far corners of the country.
I also love technical and logistically challenging jobs, ones with complex stunts and action sequences. I do that kind of work on a multitude of automotive projects for cars and motorcycles.
LBB> What’s been your proudest achievement?
Amit> I don't think it's one singular moment. Overall, I'm proud to have built an international career that has taken me to many different countries and given me the opportunity to tell stories in this amazing medium.
LBB> What do people (clients, agencies etc) come to you for specifically?
Amit> I have a few specialisations... I do a ton of automotive work for cars and motorcycles. Also, projects that have a strong human storytelling aspect. Other areas include doc style and lifestyle / vignette spots, generally with authenticity and strong visuals.
LBB> What sort of projects really get you excited at the moment?
Amit> I'm working on an AI project for a car brand that is very exciting at the moment. At the same time, I'm also advising with an AI company. Its an exciting time to be a creator, with all this new intersection of tech and creativity. But also the development of my feature projects has been keeping me busy and engaged.
LBB> Who are your creative heroes, and why?
Amit> Ridley Scott and Andy Muschietti for the amazing careers they have built, both starting in commercials. But also Nolan and Denis Villeneuve for the kinds of projects they have worked on in the last decade.
LBB> Outside of the day job, what fuels your creativity?
Amit> I am working on a graphic novel at the moment, which is new for me. But love to ride my motorcycle up the Pacific Coast Highway for creative fuel, and street photography when I travel to somewhere inspiring.
