What Makes Loris Russier's Commercials Look So Good?

▶ Find Inspiration and develop your ideas with Frame Set:
https://go.frameset.app/4qBDNZo

▶ About This Episode:
In this episode of The Reframed Podcast, Dylan Hahn sits down with director Loris Russier to break down Sound Elevated, his ambitious commercial film for Bang & Olufsen celebrating 100 years of the brand. Loris walks through how the project was engineered from the ground up, from pre-cut animatics and era-specific set design to practical effects blended seamlessly with VFX. They dig into rotating floors, real grass and livestock on set, wire rigs, lighting for post, and why owning the edit changes how you direct. A precise, behind-the-scenes look at how taste, preparation, and total creative control come together at the highest level.

▶ Sources:
• Watch Sound. Elevated. for Bang and Olufsen
• https://vimeo.com/1139009717
• Connect with Loris Russier
• https://lorisrussier.com/
• https://www.instagram.com/lorisrussie...
• View on Frame Set
• https://frameset.app/search/brand/ban...

▶ About The Reframed Podcast:
“Reframed” is a filmmaker podcast that poses fresh and insightful questions to filmmakers. It offers a compelling look behind the scenes, providing listeners with a deeper understanding of the film industry and the creative minds that drive it.

▶ Chapters:
00:00 Intro
01:12 Breaking Down Sound Elevated
03:52 Telling a Brand Story Without the Product
05:52 Owning the Edit, Post, and VFX
08:52 Building Multiple Elevators & Moving Fast
10:15 Designing and Shooting Inside One Warehouse
12:22 Animatics as a Creative Tool
15:10 Practical Effects vs. VFX
18:57 The Grass World & Surreal Set Challenges
25:13 Animals, Babies, and Real-World Logistics
29:00 Wire Rigs, Floating, and Invisible VFX
34:55 Designing Eras: From the 1920s to the 90s
37:32 The 90s Portal Scene
40:49 Treatment Writing & Winning the Job
43:01 Filmmaking, AI, and Creative Control
46:40 What Makes a Better Director
47:20 Thank You Loris Russier