PREMIER studio is one of the most interesting production companies in Bulgaria. The creators are the famous "Mangasarian Brothers" Sylvester Silvestrov and Vladislav Petrov, as well as the director Nikolai Mutafchiev, known as the director of "Survivor 2, 3, 4", "Africa - the stars, must have gone crazy", the film: "Another dream" and many other. They founded the company in 2008 and to date have produced over 250 TV commercials, two feature films, and more than 40 documentaries. They have an interesting approach to creativity and you can always recognize their handwriting. That is why they call their studio boutique.

What do you think are the current trends in advertising?
Sylvester Silvestrov: Currently, digital video advertising is in focus. Good mobile internet is the main culprit behind the rapid growth of online advertising. About 75% of the world's web searches happen via mobile devices. Never has an advertiser been so close to its customers. Every 20 minutes a person looks at their smartphone. Every occasion from waiting in line to traveling or taking a short vacation is connected to surfing the web through a mobile device.

Vladislav Petrov: The expression: "The generation of bowed heads" even appeared. In addition, customers have more and more requests for 360-degree video, and we were recently in talks to implement a hologram. Customers love modern technology.

Nikolay Mutafchiev: However, this does not mean that television advertising is lagging or losing positions in the market. TV advertising will be relevant for a very long time. It is also evolving successfully. Video streaming is at the core of making the Internet popular.

Sylvester Silvestrov: Advertisers are realizing the need for video advertising. A video commercial engages all the senses at the same time and gives the best effect in advertising.

How is an advertisement born? What is the way to the screen?
Nikolay Mutafchiev: We mainly work with advertising agencies, which is where most of the creativity comes from. Our job is to find a way to make the advertisement effective, interesting, memorable... To find the best team to realize the video advertisement - actors, cameraman, artist, scenographer, editing approach, etc. To make them have fun and do their job in the best way possible so that customers will want to do business with us again.

Sylvester Silvestrov: We also have a lot of commercials for which we do the creative work and go all the way from writing the commercial to its release on TV or the web. We have made successful ads for two of the mobile operators. I personally really like it when the client trusts us completely. We have had many situations where we have produced the maximum result and some of the expressions in these ads have stuck in people's heads and I hear them to this day in ordinary conversations between people.

Vladislav Petrov: It is very important for us what exactly the client wants to achieve with his video. Clients know very well where they stand in the market and exactly what we need to do to be successful with their video advertising, whether it is for TV or the Internet.

Nikolay Mutafchiev: We are very sensitive about quality and efficiency. We do not jump at every brief. Sometimes it is better to say no, and when we have done it, we have not regretted it.

Is making a video ad for the internet easier to do than making a TV ad?
Sylvester Silvestrov: This is a common question, by the way. Many customers find that advertising on the web is far less expensive and much easier to do. There is already very good Internet in Bulgaria. Youtube, Vimeo, Facebook, Instagram, etc. have very good technical capabilities for video streaming in very high quality. The approach to shooting commercials for the Internet is a little different than for TV - there is no time limit of 30 seconds, but there is no way to skimp on the quality of filming and the selection of a team.

Nikolay Mutafchiev: However, Internet video advertising often comes out a little cheaper. But we have also had a lot of high-budget ads for the web.

What is the most important for creating a good and effective video ad?
Sylvester Silvestrov: Everything is important, but the most important is a good idea. A good idea is above all.

Nikolay Mutafchiev: The good creative idea, the script, the choice of artists, the director's vision, the way of editing... everything.

Vladislav Petrov: We are always looking for the original idea that will reach the viewers most easily. We are also looking for a way to differentiate our ad from others.

What advice would you give to clients who want to make their video ad but have not decided on that step yet?
Sylvester Silvestrov: You do not need a video ad, but you should have one because others do. Why do you think big corporations shoot so often? They sell because they are in the advertising space, and video advertising is the best way to advertise. It is not a good idea to save from advertising.

Vladislav Petrov: If you do not have an idea, we will give you one.

Nikolay Mutafchiev: Still, it all depends on how much you want to sell. The market is open to all. Some sell more, some sell less.