Stefan Randjelovic

Finding what you're actually trying to say, then saying it clearly.

Most directors start with "what does the client want?" Better question: what's the truth at the core of this story? What's the thing worth saying, even if it makes some people uncomfortable? Direction isn't about managing a shoot—it's about protecting the idea from getting watered down by everyone who wants to play it safer.

Light and composition in service of the story, not decoration.

Pretty images are easy. Images that create the right feeling and stick in memory—that's craft. Framing that puts the viewer exactly where they need to be. Movement that reveals something essential. Lighting that creates atmosphere without announcing itself. The goal isn't just to make your brand look expensive. It's to create visuals people can't forget.

Creating images that stop the scroll because they mean something.

Social feeds are filled with brands trying to stand out while doing exactly what everyone else does. Every image optimized for engagement, all looking identically forgettable. The way to break through is specificity—images so committed to a clear point of view that people pause mid-scroll because something feels different, honest, real.

Controlling rhythm, pacing, and when the audience feels what you need them to feel.

Editing determines when someone breathes, when they lean forward, when the story lands. Where you cut shapes the entire emotional experience. Most editing smooths everything into polish. I edit for impact—finding the exact rhythm that makes people feel something, then remembering it.

Using technology to amplify craft, not replace the human instinct that makes work memorable.

AI can accelerate execution, but it can't generate vision. The technology is a tool for doing more within tight timelines and budgets—more iterations, faster turnarounds, higher fidelity. But the core idea, the emotional truth, the reason someone cares—that still comes from human judgment, not algorithms.

Teaching your team to stop asking "will this perform?" and start asking "is this true?"

Most in-house teams are trained to optimize for metrics and minimize risk. This produces work that's professional and completely forgettable. I work with teams ready to prioritize truth over safety—developing visual instinct, protecting bold ideas through approval processes, and building workflows that support honest storytelling instead of committee-approved blandness.