Luca Maximilian’s creative journey began in a small Italian town with nothing more than curiosity, a HI8 camera, and a fascination for the power of moving images. What started as self-taught experiments in cinema, semiotics, and visual storytelling soon evolved into a career that would take him across Europe, from Barcelona’s buzzing production scene to collaborations with some of the world’s biggest brands. Today, Luca is an accomplished Director and Director of Photography, leading his own production company, Let’s Film, while also working independently with agencies and companies around the globe.
But beyond the technical craft, what defines Luca’s work is his relentless search for hidden beauty. Whether it’s in the rhythm of a sports film, the imperfections of human expression, or the subtle details that bring a frame to life, he believes in creating stories that resonate deeply with audiences. With clients like Nike, Puma, FIFA, and Red Bull entrusting him with their vision, Luca’s eclectic, rhythmic, and emotionally charged style continues to set him apart in a competitive industry.
How did you first get into the industry?
I was 18, passionate about the beauty of the image, the advertising world and TV ads. I was stunned by how captivating and beautiful some ads were. So I bought a HI8 camera, and while studying cinema, semiotics of communication and visual arts on my own, I began filming around, trying to create a story in the small Italian town where I was living. It was the beginning. Then in 2003, I moved to Barcelona and began working ( learning ) as a camera assistant and editor with a production company producing a TV show, dealing with Betacam, Magnetoscopes and the lovely Canon XL1. Meanwhile, I was working as a VJ in different clubs, experimenting with visual arts, mapping projection and real-time animation techniques, mixing cameras live stream with VFX synced with music beats.
Where are you based now and who do you work for?
I'm based in Barcelona, and I work as Director and DOP for my own production company, Let’s Film. My expertise areas are sport video production, sustainable companies storytelling and tech products campaigns. On the other hand, I have a documentary and a documentary series in production. Furthermore, I work as an independent Director and DOP with Advertising Agencies and Production Companies worldwide.
What is your personal background and what role did it play in your career?
I come from a working family, no arts, no singers, nor fashion or cinema. I learned to sell since I was young, as my family were merchants. I learned to communicate my ideas to others. And my ability evolved into creating graphic messages ( with Corel Draw and Microsoft Paint, then Flash animations, then Final Cut short sequences when it still was Macromedia.
If you weren’t in your current industry, what would you be doing?
I’d be a Pro DJ and music producer. My relation with music (and dance) is still very strong today. I often create, edit, remix, and mash up the music in my edits. Second alternative ( or parallel), a race car pilot.
Can you explain your creative process? What makes it unique?
I don’t follow a fixed rule. When it comes to commercial work, I observe the mood, the brand’s visual language, and the situation on set. I focus on the energy of the actors or celebrities, their personality and presence. The script is the guide on which I build the most important thing for the outcome of the film: the mood on set. Directing is not easy if egos rule. Humans give their best in a positive, chill, supportive environment, and this is my way.
I look for Beauty. I’m not talking about aesthetic Beauty only. Humans are beautiful, with their distinctive traits, their movements, their way of speaking, and their imperfections. There is always a hidden Beauty waiting to be revealed.
Whether I am working on a commercial or a narrative piece, my approach to framing, composition, and camera movement is deeply personal. Story is the key. I love creating tension and expectation. Each frame must have the balance and clarity of a 15th-century Italian Renaissance painting and the power of an early '90s Rage Against the Machine music video. I let the image speak; it has a lot to say if you are able to unleash its inner meaning.
How would you describe your style?
Eclectic, clean, rhythmic, minimal, grunge.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
I don’t have any heroes, but I love how Bertolucci used camera movement and framing, Spike Lee's ability to feel the intensity of the situation, Alejandro Iñarritu build characters, how Mallik treats photography, how Takeshi Kitano uses theatrical time, and Oliver Stone for his capacity to surprise.
What tips would you give to aspiring creatives looking for work?
Create, create, create. Be the professional you want to become. Do personal work, throw it out there and most importantly, knock on doors. Learn to sell. Be humble. Be prepared to knock on doors. A lot of doors. Show your works, your passion, your dreams without doubting. Someone will be able to see the Beauty.
What tips would you give to other professionals to get more clients?
It’s becoming more complicated lately. I see lots of changes in the film industry, lots of requirements, constrained budgets, tons of competition, and AI…I’d say exalt your personal, unique style. And don’t forget to revalue smaller clients, a more direct approach, and a more human interaction. We don’t talk anymore, just a quick LinkedIn message to check if there’s interest or not, then go to the next. Take time to care about people’s stories; brands are nothing more than a group of people working together.
What makes you special?
The majority of the feedback from my clients is: It was a pleasure working together, Luca, the footage looks stunning!
While someone says I’m a “perfectionist”, I prefer to say that I have a clear vision of the whole, and every scene must have that “thing” that passes through the screen. Photography, acting, wardrobe, camera movements, everything must have its “flow”. That special thing that’s difficult to describe, but extremely recognisable when you see it in the final piece. Same for editing, an extremely important process. I work at the frame, that one, not one less, not one more. That’s why brands like Nike, Puma, Brooks, FIFA, Garmin, Sony and RedBull trust me for their productions.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
I was commissioned to create a social commercial to promote sports as a healthy alternative to alcohol and drugs to the young generations. I had no idea how to explain this convincingly to teenagers. I was in charge of the creativity, direction and photography. So I sat down and asked myself: what would make a 17-year-old actually listen and consider the message? That is when a positive and cool hero took shape in my mind, speaking about everything except the obvious “don’t drink or do drugs.”
The voice over was about Strength, Courage and the Human capacity of not to surrender. The basketball star was just a symbol, a vehicle for a bigger view.
It’s the Beauty and the Courage of human beings that move consciousness, not words. And the path to creativity passes through a zoom out from the subject, often a 360 around it, and a reverse shot where the camera is the POV of the viewer.
What kind of tools/kit/software could you not do without?
Cameras nowadays are amazing, I used to shoot on Red and Blackmagic, but my beloved 7” Blackmagic monitor is a must considering I begin to lose close sight. Then a couple of nice sets of cine lenses, a pro set of lights with diffusors and DaVinci and a powerful Mac is almost all I need.
What’s your secret to staying inspired and motivated?
Listen to a lot of different music, from afrobeat to soul to techno and phonk. Watch some amazing movies, stay with people, listen to their stories, dance very often and play sports.
What’s the work achievement you’re most proud of?
My long lasting collaboration with Nike is certainly one great achievement.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
AI is certainly one of the biggest trends for the future. I have a mix of feelings regarding it. For sure, it is an astonishingly powerful creative tool. But I doubt it will be used this way, I see it becoming the substitute for skills, experience and taste. UGC is another trend I see becoming bigger and bigger. There are incredible talents making crazy stuff in their small bedrooms with a phone.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Their capacity to understand what moves humans. Their ability to touch the cords of the ego. Their mastery in painting a sinphony with a subtle and invisible note.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Creativity is deeply linked to technology. It’s almost a twin tandem in my opinion. We can create stuff that 5 years ago was considered impossible. With lower costs, bigger possibilities. I'm fascinated by this reality, approaching AI,
What is the one thing that you would change about the industry?
The never ending roulette of budgeting.
Any websites, books or resources you would recommend?
Book: Ground of Jadelin Mabiala Gangbo