Matic Borković

When Matic Borković first picked up a camera as a teenager, he had no idea the role film would play in his life. Decades later, he is a well-respected creative professional, working across commercials, corporate videos, and also cooperating locally with Canon, giving lectures and helping to represent the brand at the most important events in Slovenia.

As a mentor, he has organised and led the Canon Young People Programme workshops for two consecutive years, resulting in two exhibitions and two short films. "I'm a storyteller," he says. "If you want to be a good storyteller, you need to understand what is best for your client, and the best way to tell the story so that it will resonate with the right audience. You really have to understand how to craft your message in the right way, so the right community hears it."

Matic initially did a course in computer engineering, before studying graphic and interactive communications at the University of Ljubljana. But his passion for photography continued to grow while also working as a Canon promoter, and he went professional in 2012. Six years later, he set up his own company, 8Production (pronounced as 'awesome production' in Slovene), which specialises in creating visually stunning motion pictures.

"The progression from photography came naturally because this was the era when social media started," explains Matic. "Compared to other photographers who usually find a genre, stick with it and develop it as a business, I was always striving to get the broadest photography knowledge. For about 10 years, I worked on many film sets as a camera assistant, learning a lot about video along the way. So, my DoP, Klemen Smolar, and I started filming and producing our first commercial films."

Matic was one of the first photographers to try the full-frame mirrorless Canon EOS RP. For the launch campaign in Slovenia, he and his crew created a unique set for a short film (above), which featured a swimming pool filled with about 500 litres of water and 250 litres of tonic to make the water glow under the UV light.

Today, the company works on dynamic and carefully-crafted videos for a range of clients in Slovenia and abroad. As for what's next? Matic has many plans. "Watching production companies that are a few steps ahead of us, the logical step would be to start working with big creative agencies," he says. "But the mutual opinion among my crew is that we'd rather work directly with customers, thus keeping more influence over the creative concepts, and the decision making. This way, we can create films influenced by our own unique identity. We are establishing ourselves as a boutique creative video agency.

"But my main goal is always to have fun doing my job. I have the power to choose what I do, and it's important to me that my work contributes towards a better world. We love to tell the stories that we feel need to be told."

You have worked across a huge range of photography genres. Do you have a favourite?

"As a storyteller, I always try to push for the best story. This usually clashes with good business sense, where you do just enough so that the client is happy, and you get the most money out of it in the least amount of time. For me, it was always important to get to know the wider picture. It is not so much about the field of work – it is about producing amazing work in terms of demonstrating high levels of production. It's important for us to blaze our own trail."

What has been the proudest moment of your career to date?

"I remember the first big business deal I made with a local marketing company. I pushed for more than the client was willing to pay, but I had the right mindset and a good understanding of their needs, and that bigger number came through. The manager took my hand, looked me in the eyes, and said, 'You're a really good negotiator'. From a business perspective, it was a big moment. The other thing I am really proud of is our commercial for a gold and precious metals trading company. It was a great example of mutual cooperation, from the initial creative proposition, to the well-crafted end result. We crafted, pitched and produced an amazing story. The vibe on set was brilliant, and the client was really satisfied with our service."

What's the most valuable lesson you've learnt during your career?

"Early on in my career, there was a local photographer who I really looked up to. It was the new age of photography, the digital era. When I asked him for some advice, he said, 'I paid a lot of money to learn this, so I won't give you advice for free'. Before everything was on the internet, the only way to learn advanced tricks was by paying for courses and learning from professionals. Then and there, I remember deciding that I would try to be different; that I would share my knowledge with others. I am now actively trying to help other people, because I understand what it's like starting out."

What ambitions remain unfulfilled?

"In our collective, we want to tell amazing stories the best way we can. It's about the passion behind the project, and about letting people do their best work. My biggest aim is to link up highly skilled people who have a passion for their work, to give them a bigger platform, and to make sure everyone gets the most out of it."

"Do your homework. Learn the business side of the photo and video industry, and don't fake it until you make it. I have met many clients over the years who have problems trusting creatives, because they got burned by people overstating their capabilities, charging too much, and then providing substandard work. Always strive for the best – the best for the story. You need a great feel for aesthetics, and a good understanding of your client, the product, the audience, and how to tell that story."

Instagram: @8production.eu

LinkedIn: Matic Borković