Raghav Rampal Says People Should Be Core of Everything in Production

Indian-born, Australian-raised, Raghav Rampal brings a fearless and fresh energy to the branded and creative space.

At times manic and dark, at others bright and playful, Raghav’s work is always captivating. With a love for DIY rigs and visionary camera work, and his natural instincts for editing and music, Raghav brings an indomitable energy to every piece of work he directs.

Name: Raghav Rampal
Location: Australia/New Zealand
Repped by/in: Collider​
Awards: Triple J and Rage Australian Music Video of the Year 2022

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

Raghav> I love reading a script with good characters, and a defined tone. I want to know if we’re gonna be making something fun, or dramatic, or wholesome. And I want to know what the people are up to… what they’re doing… what’s their story? It’s always a good sign when the script also has a strong sense of momentum. I gravitate towards stuff that’s energetic, with characters intertwining, or one character going through some kind of physical or emotional journey. I think it’s getting all the important bricks laid right, before we think of how it all flows visually.

LBB> How do you approach creating a treatment for a spot?

Raghav> I really try to put all my creative energy and thoughts into each treatment -- I don't wanna phone anything in. I wanna do the best work I can, every time. The first step for me is figuring out how to service the idea for the project, or if there’s an interesting way to approach it in terms of the visuals, atmosphere, or the energy of the piece.

I guess it’s asking, what are we trying to achieve? If I do have a strong idea in my head, then it’s easy compiling references and writing the treatment down on paper before typing it up. Then I rewrite the script, and start fleshing out different beats of the story, while fleshing out the piece’s visual identity, and think about what we can do inside the budget (I’m always trying to stretch this… RIP to my producers). Sometimes, I like thinking about how to make an ad stand out, but sometimes it’s not the right way -- sometimes you just have to make a script visually flow, and get all the information out there in a fun way.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Raghav> Outside of the producer, I think for me it’s gotta be the agency creatives. Some of my better work is when myself and the creative director are aligned in what we’re making.

I’m very open to a lot of new and different ideas, and filtering them into what should/shouldn’t be in the ad, and it’s very helpful when I can have that dialogue with the creatives openly and we can riff and try to make the thing better. It makes it more fun as well. The meal will taste good if all the cooks in the kitchen (which there inevitably are a lot of in the process of making an ad), are trying to make the same dish.

LBB> What type of work are you most passionate about -- is there a particular genre or subject matter or style you are most drawn to?

Raghav> I don’t think it’s super specific for me. I like when things are what they should be (if that makes sense). I love working with people, whether it be an actor, non-actor, influencer, celebrity. People should be at the core of each thing, surrounded by interesting camera work, good music, all the other stuff. I like it when things are tonally strong. I like telling a dramatic story without pulling any punches. I like going all the way for a bit. I like things that feel interesting, and have some kind of identity.

LBB> What misconception about you or your work do you most often encounter and why is it wrong?

Raghav> I think most people look at my work as only technique/visual trickery/stylish/music video-esque. Which is definitely true (I do a lot of that because I like it). However, I do think there’s more to it sometimes.

There is a story in each piece that’s unfolding, and my goal is just to get us to the end holding an audience's attention, while giving them something fun to watch. I like genre films a lot, and I think that finds its way into how I make my ads. There was an instance where someone was assuming I’m just the 'hip hop music video guy', which is wrong. I’ve made some pop videos too.

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?

Raghav> There's always problems in production, so I try to keep myself flexible when it comes time to solve them. Sometimes it means pivoting just slightly on an idea. I believe what's meant to happen, will happen. I don't have any examples. I try to erase all problems from my memory as I go.

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Raghav> I try to be as collaborative as I can be. I want to invite as many ideas from the agency, and filter them into what I think will or will not work for the spot. I want the client to tell me exactly what it is they’re after… part of the fun is the problem-solving of how to make that work visually.

Sometimes it works and we make something cool, sometimes it can get convoluted. Someone told me at the very beginning of me doing this to 'pick my battles', so I do. I also go in with as bold an idea as I can think of in the treatment, so the expectation for all the key players is set. I think a lot of the time it’s just communicating all my ideas, and justifications from the get-go, so both the agency and client know what we’re making.

LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?

Raghav> This shit is important to me. More people, with different perspectives, making stuff is inevitable. I love it. More of it. I think there’s also a hunger from people who aren’t represented in the ad industry -- they want to make good shit, and they want to make it their way. I’m Indian. I grew up with so many different ethnicities around me, and I think the film industry can feel so gatekept and othered. I think it’s changing. It’s inevitable. I want to get as many people on set as early as I can. It’s how I started in this industry too.

LBB> How do you feel the pandemic is going to influence the way you work into the longer term? Have you picked up new habits that you feel will stick around for a long time?

Raghav> I was making a bunch of music videos throughout the pandemic, and I think it taught me how to do a lot of stuff on my own, whether it was producing, editing, or whatever. I think it taught me something important about just being open to change, and doing whatever it takes (as long as it’s morally chill) to get a project done.

LBB> Your work is now presented in so many different formats -- to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)?

Raghav> I’m gen Z, so I’m hyperaware of my relationship with all the different screens in my life. I think it extends deeper than just putting a 9:16 frame-line on the monitor. I do believe that good and interesting work cuts through, and if you can do that, it’s gonna work on different formats.

So while it is on my mind when I make something (because I wanna capture that audience), it’s important to remember that you gotta make something good first, in order for it to be successful on different formats.

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?

Raghav> Technology has definitely enabled whatever shenanigans I’ve gotten up to. Having access to prosumer software and cameras, and being able to learn on YouTube is a big upgrade that I don’t think previous generations of filmmakers had. And I do think new technologies are a great tool in making stuff, and I like learning about them, and using it to tell the story. But I’m also a tactile kinda guy. I like being in person, with people, and a camera, making stuff.

LBB> Which pieces of work do you feel really show off what you do best -- and why? 

Raghav> I think these four pieces of work kinda summarise my whole thing. I love films. I love music. And with that love we can make some pretty good ads.

1. Nike -- 'Run Your Run' Bangkok

2. 1300 -- 'Bangalang'

3. AMP -- 'GO'

4. 1300 -- 'Oldboy'