Giuseppe De Lauri

What was your first professionally directed work and when was it?
I directed a short film titled Welcome in 2021, which tells the story of an undocumented young man who immigrates to New York and works in his uncle’s restaurant. Production and shooting were challenging due to the height of COVID, which drove up costs, but the crew was incredibly dedicated. Together, we managed to complete the project, which premiered at the Rome International Film Festival and was also screened at the Rhode Island Film Festival and the Montreal Film Festival.

How did you get into directing?
My path to directing was a bit of a winding one. I actually started out as a theater actor, but during a performance of King Lear—I was playing the Duke of Cornwall—I realized acting wasn’t for me. When my character was killed on stage, it felt almost like a metaphorical farewell to acting itself. After that, I moved into assistant directing in theater, and my theater friends and I started making short spots and mini films. I think I was drawn to writing, photography, and the artistic expression of acting, and cinema brought all those passions together.

What is your most recent project?
I’m wrapping up the edit on my first documentary, which follows a 72-year-old woman who volunteers with a water-dropping organization in Arizona. Three times a week, she heads into the Sonoran Desert to place water tanks along migrant trails, helping prevent dehydration deaths for those crossing the border. I’m really drawn to the mix of observational style with artistic touches that we’re developing, as it elevates the issue beyond simple information, capturing the emotional depth of the story and the personal experiences of those living between New Mexico and Arizona.

What is the best part of being a director?
I think the best part of being a director is the collaboration during pre-production, working with all the talented crew members who bring their creativity to my vision. Then, of course, there’s the energy on set, when you set the script aside, and it feels like everything is starting fresh. I love finding order within the chaos.

What is the worst part of being a director?
Perhaps the hardest part is the crafting process—the stage where you invest so much time revisiting ideas that, in your mind, start to feel stale. Yet, these ideas still need thought and shaping to reveal their potential. It often feels like polishing stones, unsure whether they’ll turn out to be gems or just pebbles. Sometimes, the effort wears me out to the point where I feel tempted to toss them aside.

What is your current career focus: commercials and branded content, television, movies? Do you plan to specialize in a particular genre–comedy, drama, visual effects, etc.?
My focus is on narrative filmmaking, particularly in drama and dark comedy, though I’m also drawn to creating story-driven commercials. Narrative commercials allow me to bring the depth of short films into advertising, blending storytelling with the brand’s message to create something engaging and memorable.

Have you a mentor and if so, who is that person (or persons) and what has been the lesson learned from that mentoring which resonates with you? 
It feels like I’ve had many mentors and, at the same time, none in particular. Coming from a different continent, I never quite found a single, guiding mentor. Instead, I’ve collected insights from many people along the way—some of whom probably don’t even realize the impact they’ve had on my journey.

Who is your favorite director and why?
If I had to choose one, it would be David Fincher, because he practically disappears behind the film. His directorial touch is so subtle that you almost forget there’s a director orchestrating it all. It’s not necessarily my style—I tend to make the director’s hand more visible—but I deeply admire the artistry of vanishing behind the story and letting it unfold powerfully, as if it’s narrating itself. Only a great artist can achieve that kind of presence through absence.

What is your favorite movie? Your favorite television/online program? Your favorite commercial or branded content?
I don’t have a single favorite film, but recently I rewatched Talk to Her by Almodóvar, and it struck me again as both relevant and powerful. It includes one of the most beautiful musical scenes in cinema history—simple in structure but deeply poetic and engaging.

For TV series, I’m a big fan of Better Call Saul and Vince Gilligan’s work. His ability to highlight what’s important to the viewer with a single, subtle camera movement has taught me a lot.

As for commercials, I love Diesel’s “Francesca.” It’s provocative and magnetic, drawing you into an almost fantastical story that feels brutally authentic.

Tell us about your background (i.e., where did you grow up? Past jobs?)
I studied literature and cinema in Italy, approaching both from a very theoretical and critical perspective. When I moved to the U.S., I attended NYU, where I focused on new technologies applied to media, like VR and AR. After that, I worked in advertising as an Art Director, directing a few commercials, eventually leading me to switch back to being a full-time director.

Have you had occasion to bring your storytelling/directorial talent to bear in the Metaverse, tapping into the potential of AR, VR, AI, NFTs and/or experiential fare? If so, tell us about that work and what lessons you have taken away from the experience?
I’ve explored storytelling in the Metaverse and have used AR, VR, AI, and NFTs in my work. I’ve created various animated NFTs using JavaScript, writing a script that generates continuously evolving paintings—each one unique, as no two images are ever the same when the script is re-run. I also worked with an agency in Los Angeles to create the first physical store where customers could buy NFTs and navigate the Metaverse.

I stay very engaged with AI and frequently incorporate it into my experimental work and branded content. These experiences have taught me much about blending technology with narrative to create immersive, unique experiences.

Contact

Website: https://www.herbie.studio
Contact Giuseppe via email here