As one would expect from a brand that simply can’t sit still, since opening their doors to the South African market, Robot has now expanded by signing six local and international (#fancy) Directors for your booking pleasure. We got the skinny from Executive Producer Liam Johnson and Managing Director Robin Hook.

What sets Robot apart is very simple: They won’t tell you how much it will cost, but rather what they can do with your budget in order to realise your vision. This approach, combined with the high-octane enthusiasm they bring to each production, is what Liam Johnson first harnessed when he opened Robot’s doors. In order to expand their offering, Liam knew that he needed to surround himself with a group of adrenalin junkies who shared this attitude and matched Robot’s passion for creative problem solving. Robot, based in Cape Town with partners in London, is now home to a whole new generation of Directors who have the skills to tell authentic stories but are also consumed with using their creativity and the technology at hand to make your budget work. Whether it’s a nappy ad or filming *Tom Hanks parkouring toward Meg Ryan on the streets of New York City, in the rain, with a drone, on New Year’s Eve – Robot can do it!

*Okay we totally made that up for effect, but you get the point.

IDIDTHAT: Liam, you’ve been in the production game for years, building up a wealth of knowledge and experience. What changes have you seen in the industry?
Liam: When digital came along it changed everything. We don’t need to have 5 people working on a camera with a bunch of assistants anymore. Of course you still get that, but nowadays things are just easier because of technology. We are also seeing a lot of really talented Filmmakers who are self-taught, or simply Directors who love problem-solving by using the technology at their disposal.

IDIDTHAT: How has Robot been able to adapt to this change, or keep changing colours if you will #RobotWordPlay?
Liam: Ha! We’ve always said ‘Bring it. Whatever content you want, bring it.’ Tell us what the budget is and we won’t tell you how much it’s gonna cost to do, we’ll tell you what we can do with your money in order to make your vision come true.

IDIDTHAT: Damn! We love that.
Liam: Yeah, we know there is always a certain pot of money to do something and then there is the vision of the director, agency or brand. The way we produce is we say ‘This is how we can do this for that amount of money and that might mean a bit of gorilla filming here or shoot with a GoPro there, but we have all the solutions guaranteed and it will look damn good.

The Robots are also logistics people. Liam, with his buckets full of experience in traditional production and the incredible connections he has made over the years, collaborates with his Directors by creatively solving the logistics of each shoot to create magic. Logistics is everything; from how they track a shot to choosing the *perfect building to blow up while Denzel Washington casually speeds toward camera on a motorbike.

*Never happened

Robot has now signed six young and energetic Directors who think about filmmaking and production differently. These Directors are the result of the changes in the industry that Liam speaks about. They challenge the traditional way of directing because yes, they are talented storytellers, but they are also able to use technology in incredible ways. They can shoot in any format to suit a budget, from your classic Alexa Mini all the way through to the latest small mirrorless cameras or even do some jaw-dropping things with the new iPhone. Whether on a more traditional set with big crews or travelling across Africa with one assistant, these six truly represent the Robot way.