Director Reinis Spaile: In advertising, you need to capture a moment slightly above reality

Advertising director Reinis Spaile, who also organizes the project 'Ezera skaņas' blending art and nature, says that in his stories, words play a secondary role. The narrative is born from composition, movement, light, surroundings, and many other details that can be seen and heard.

'In advertising, I need to achieve a moment with which people can associate themselves, but which is slightly above reality,' Spaile explained on Latvijas Radio's program 'Monopols'. He emphasizes that it is precisely this boundary between the familiar and the ideal that makes an advertisement effective and memorable.

The project 'Ezera skaņas', led by Spaile, combines artistic expression with natural elements, creating a unique audiovisual experience. This approach also reflects his philosophy in advertising – seeking the right moment and atmosphere that feels both familiar and extraordinary.

The ad creator notes that in today's saturated information environment, it is especially important to attract attention not with loud words but with a visual and emotional story that resonates on a deeper level.