Director Jan Pavlacky turns harsh conditions into artistic masterpiece

Many people are haunted by the idea of what they should spend their life doing. Finding a career path that pays the bills and makes one truly happy seems almost impossible. Luckily for Jan Pavlacky, a chance job on a film set ignited a dream, and that dream has turned into the reality of becoming an award-winning director.

Pavlacky’s talents are recognized around the world by both colleagues and audiences that see his work. His directing on his film BKA 49-77 received international acclaim and was screened at some of the world’s most prestigious film festivals. His exceptional directing abilities have been appreciated by companies such as Nike when he did a commercial campaign for them, as well as world re-known production companies such as Savage and atSwim. He has excelled in directing commercials, films, and even music videos, including his work on the music video for the Please The Trees song “It’s Not Me.” The music video called for Pavlacky to shoot in difficult conditions during the middle of winter, on the highest mountain in the Czech Republic. When it came time for the shoot, there was a massive snowstorm, and temperatures fell below zero degrees.

We drank a lot of hot tea and mountain rum and wore warm clothes. We were fighting against extremely low visibility but luckily we had several walkie-talkies that we were able to hide in the actors costumes so we I could direct them during the shot. We had the chance to shoot on film stock, which, due to the extreme weather conditions, was the only way how to shoot, since the temperatures were too low for a digital camera,” said Pavlacky. “I love when the conditions are somehow extreme. It makes me somehow more focused towards the one single goal. We were really lucky to have such harsh weather conditions since the weather played a crucial part in the story.”

“It’s Not Me” was Please The Trees’ first music video. Although such extreme weather conditions were not originally part of the plan, Pavlacky used it to add an extra element to the story, thinking it was the best way to show a man finding his soul in the emptiness, which is what the song is about.

Rather than giving up, Jan pushed forward in order to convey the deep subject matter through the visual medium.  The final product ended up being a beautiful piece of art, showcasing gorgeous shots of the white-out conditions.  Since its release, the video has accrued tens of thousands of views and kick-started the successful career of the band,” said Alessio Spinelli of Milk and Honey Pictures, the production company that did the music video. “The band wouldn’t be where they are now if it weren’t for Jan’s incredible work as lead director on that first music video.”

Milk and Honey is a production company that focuses not only on commercials and music videos, but also on feature films and television series. They are one of the biggest production houses in Prague, and have an impressive reputation not just in Pavlacky’s native country of the Czech Republic, but also worldwide.

“Milk and Honey have been in the business for more than 20 years. They’ve produced big Hollywood Blockbusters and countless foreign commercials, and working such an important company was a huge step in my career,” said Pavlacky.

Pavlacky’s impressive work with Milk and Honey goes far past the “It’s Not Me” video. He was also the lead director for multiple Milk and Honey projects including commercials for Theraflu and GS Enerix. The Theraflu commercial was his first experience working on a project for the U.S. market and worldwide renowned digital agency Wunderman.

“Notably working for the US market is always something special and it is a benchmark for many directors in my field, so obviously, the responsibility was huge, and I was extremely happy that the shoot ended up successfully. The collaboration with the New York creative team brought some great ideas into the shoot. I also had a great Director of Photography on board who shot many feature films and together we delivered a great commercial and had an amazing and creative time on the set,” said Pavlacky.

The commercial was shot at many different locations around Prague, creating a visual experience that impressed both Wunderman and the American audience. His work on the GS Enerix commercial also did wonders in the Czech market, airing to thousands of viewers on television. It helped to improve all brand indexes, including brand recognition, purchase intent and sales. With results like this, it is no doubt that Pavlacky’s impact will continue to impress audiences on both the big and small screen for years to come.

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