Xavier Dolan, the renowned Quebec director and actor, has surprised the film industry with his return to feature filmmaking after a hiatus. In an interview with The Hollywood Reporter, Dolan explains his decision to venture into the world of television commercials, specifically for the telecom giant Bell Canada. Despite his hiatus, Dolan's recent works include short film spots for Bell Canada, titled 'Lean on Me', which explore human connection and technology with his signature emotional and cinematic style.
Dolan's approach to these commercials is unique. He wanted to tell a series of short stories, gradually revealing their connections, not just through technology but through the human side as well. This is evident in the production value, wide framing, and incorporation of music and close-up shots, which give the commercials the feel of iconic short films. Dolan's multi-tasking nature and control over most stages of production are also reflected in these ads.
When asked about his next movie, Dolan emphasizes his desire to make films without compromising the story or artistic vision. He believes in taking time to reflect and not making movies at a certain pace. The commercials, he says, are a part of his artistic journey, allowing him to explore ideas and concepts without the constraints of a full-length movie. Dolan's philosophy is clear: 'What is worth doing is worth doing well.'
Bell Canada's choice of Dolan was influenced by his Canadian identity and the desire to bring a more human and heartfelt element to their brand. The company embraced his unique approach, which included shooting on 35mm film and incorporating a retro aesthetic. Dolan's thoughts on technology are also intriguing. He uses technology as a pretext to showcase the importance of human connection, arguing that technology can bring people together in beneficial ways.
Looking ahead, Dolan sees a crossroads where humanity must choose to stand in solidarity, facing the challenges of technology and AI. He believes that the future belongs to humans, and this message is reflected in his work, whether it's through feature films or commercials.
