Interview with Guernslye Honorés
Learning something new every day is the mantra. Listen to people and analyze their perspective. You can always find something valuable in conversations. You might be the expert in the field, but an outside idea from somebody who looks at it with fresh eyes might just be the nudge you need.
As a part of our series called “5 Things I Wish Someone Told Me When I First Became A Filmmaker”, I had the distinct pleasure of interviewing Lukas Schulz Founder & Creative Director, STMNT Studios.
Lukas Schulz is the visionary founder and creative director behind STMNT Studios, a San Francisco-based full-service video production agency specializing in short-form commercial and advertising content. With a passion for storytelling and visual expression, Lukas has led STMNT Studios to the forefront of the industry through innovative collaborations and a commitment to excellence.
Originally from a small town in Bavaria, Germany, Lukas’s journey into creative entrepreneurship began in his friend’s basement capturing photography headshots. This ignited his passion for creativity and decision-making. Fueled by this, he headed to the United States to deepen his craft and pursue entrepreneurship.
In 2014, Lukas made the bold decision to move to the United States, where he embarked on a dual career path in sales, marketing, and creative production. While working in sales for a major automotive company, he pursued his passion for videography and photography in his spare time, collaborating with friends and building a portfolio of work.
In 2018, Lukas took the leap into full-time freelance videography, launching STMNT Studios with a focus on delivering high-quality, impactful content for clients across industries. With a keen eye for detail and a dedication to client satisfaction, he quickly established STMNT Studios as a trusted partner for brands seeking innovative video solutions.
Despite the challenges of entrepreneurship, Lukas remained steadfast in his commitment to growth and self-improvement. He expanded STMNT Studios’ capabilities, adding a talented team of creatives and investing in state-of-the-art equipment to elevate the quality of their productions.
In November 2022, Lukas achieved a significant milestone with the opening of STMNT Studios’ first dedicated studio and creative space in the heart of San Francisco. This expansion marked a new chapter for the company, providing a centralized hub for collaboration and creativity.
With a relentless drive for innovation and a commitment to excellence, Lukas Schulz continues to push the boundaries of creative storytelling and shape the future of STMNT Studios.
Thank you so much for joining us in this interview series! Our readers would love to get to know you a bit better. Can you tell us a bit of the ‘backstory’ of how you grew up?
I grew up in the south of Germany in a small town in Bavaria, right at the border of Austria and Switzerland. After a trip to Brazil in 2013, my first journey to another continent, I got a taste of what traveling and experiencing a different culture would be like. Coming back from that trip sparked the idea in me to move out of my hometown and go find a job elsewhere. While I would’ve gone anywhere, a client of mine at BMW offered me a job in sales in the East Bay of San Francisco, specifically San Ramon. After my Visa was approved, I moved to the US in June 2014. Simultaneously, this marked the start of my creative career, where a good friend of mine and I began taking headshots of our friends in the basement of his house. He handled the camera and lighting, while I directed our talent. Splitting time between the US and Germany, I took every opportunity to film, edit, or direct anything I could get my hands on. Overnight editing sessions until the early hours were the norm.
Can you share a story with us about what brought you to this specific career path?
I began my journey amidst the hype and rise of content creators like Casey Neistat and Sam Kolder, both of whom served as significant inspirations for various reasons during the start of my career. For all technical knowledge pertaining to gear, lighting, and stylistic choices, among others, YouTube became my primary source of learning. Immersing myself in other creators’ videos and studying tutorials became my daily routine. Though my job at the time was in sales, I gradually transitioned into marketing and was given the freedom to work on video and photo projects independently. From crafting commercial projects, travel vlogs, landscape images, and portraits, to curating an entire premium coffee table book featuring over 150 images, I wanted to do it all. While sharing some of my personal content on select social platforms, individuals within my network began expressing interest in commissioning content for their brands and companies. I remember my first paid assignment, where the client handed me a physical check totalling $500, a moment filled with overwhelming gratitude and excitement that I won’t ever forget. Fast forward to 2018, I made the decision to quit my job and embark on a freelance career as a videographer. The absence of a stable client base and conventional “job security” was a big change in my life and not an easy one at first. I embarked on a quest to discover my niche, seeking the ideal work environment and clients eager to collaborate. Many of my initial projects materialized through freelance platforms like Upwork, leveraging the network I had cultivated through my previous job, and referrals from friends. In the beginning stages of my freelance career, I was able to connect with up and coming brands that were operating on modest budgets. However, as their company expanded, I grew alongside them. Through establishing strong business relationships, they trusted me with larger budgets and more extensive productions as time went on.
Can you share the funniest or most interesting story that occurred to you in the course of your filmmaking career?
We used to organize trips to unique places and have multiple brands on board, paying a one-time fee for a certain amount of content. When we went to Big Island, Hawaii, we took my friend Danny with us to be our chef for the week. At the time, he had just quit his job in finance to become a chef, attending cooking school and gaining experience working at restaurants. He prepared breakfast, lunch, and dinner for us.
Six years later, he now runs one of the most successful food trucks in the Austin, TX, area. We couldn’t be more proud of him and are thrilled we were able to enjoy a private chef experience when he was just starting out.
Check them out on IG: https://www.instagram.com/asadostaqueria/
Who are some of the most interesting people you have interacted with? What was that like? Do you have any stories?
I recently worked with Kelly and Matthew Stafford, marking my first ever celebrity production that I directed. I was wildly nervous and barely slept the night before, practicing my interview questions over and over again. However, upon meeting them, I discovered that they’re both the most approachable individuals ever! Midway through the shoot, it didn’t feel like an interview and rather just like a normal conversation. They really brought the energy and made everybody on set feel at ease. The final product truly reflects that.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Surely, there are plenty, but at the forefront is one of my best friends, Bobby Dunn, who has supported me through the most stressful times of my career. There are moments in entrepreneurship when I feel that everything is falling apart and it all becomes too much. Having a friend and mentor around you that not only listens, but also actively helps to build your dream is something I feel very lucky to have.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Do what you love and you will never work a day in your life” — this advice I don’t agree with.
This might be contrary to what most people believe, but let me explain.
As an artist, you’re passionate about your own work that you produce. For yourself. Whether it is painting, woodworking, building sets, styling, art directing, etc.
For me, that was creating videos. At the time it was mostly about cinematic travel recaps. I loved that. However, once I started my freelance career, I was tied to creating what the client wanted or what the “Instagram algorithm” suggested. It was hard for me to understand why people wouldn’t like the music I chose or certain cuts and segments in the video. Which was of course totally fair to mention but in the beginning a very daunting task to work on. It took me a while to separate my emotions from working on projects and really figure out what I like doing best.
I’m not saying this to discourage anybody. Following your passion is exactly what you should do. But be aware of the times when somebody else controls your vision. It is okay for someone to give you feedback that you’re not familiar with; don’t take it personally.
I am very interested in diversity in the entertainment industry. Can you share three reasons with our readers about why you think it’s important to have diversity represented in film and television? How can that potentially affect our culture?
Fully support that! Hiring and casting for diversity brings so much talent from all different backgrounds of the world to our sets. See, in many ways, creativity is something each person thinks differently about. It comes and goes in various ways and is influenced by thousands of little nuances in our lives. How we grew up, our idols and role models, mentors, teachers, experiences we went through, and so much more. Diversity means that we all had a different upbringing in the way we work, collaborate and be creative.
My three reasons:
- Inspiration: I love hearing all the stories of what brought people to where they are today.
- Community: There is nothing better than making new friends.
- Perspective: We all have different ideologies, and hearing another person’s perspective can be very eye-opening.
What are some of the most interesting or exciting projects you are working on now?
We’re launching a new program where we assist clients with their video content strategy.
This offering bridges the gap between a traditional creative agency and a video production company, both under one roof. With over 10+ years of sales and video experience, producing anything from a small social campaign to a large broadcast production, we have a unique viewpoint on how we can help brands scale their business, understanding all budgets and creative ins and outs.
Which aspect of your work makes you most proud? Can you explain or give a story?
The community we have fostered together and the friends I have made.
Working in the media industry, most people are freelancers and jump from project to project. I started STMNT Studios in 2018 and slowly built a team around it. All of the people I worked with on our first-ever project are still a part of our productions today. I couldn’t have done any of this without them.
What are your “5 things I wish someone told me when I first started” and why.
- Start it as a side hustle:
When I began my freelance career, I made a leap without any clients, income, or a business plan. I was solely driven by my passion for creating videos. Looking back, I realize this decision caused me a lot of unnecessary stress. Building the business for a few months to get a head start once I quit my job might have been the smarter solution.
2. Create value for your clients:
While videos are popular, they don‘t always guarantee client growth or returns. I learned the importance of offering services that directly contribute to a client’s success. Providing a clear return on investment makes pitching my services much easier and more compelling.
3. Do it for yourself and not for anybody else:
Know your “why” and what drives you to get up in the morning and start working. Providing a video service is incredibly nuanced, and being confronted with all kinds of opinions was a struggle in the beginning. Focusing on why I do this and where I want to be in the future helped tremendously.
4. Mentors:
Even though I might’ve thought so sometimes, I don’t know it all, and never will. Mentors or advisors are paramount to your success and growth. Identify them early and don’t hesitate to reach out to them. These could be friends, friends of friends, or someone you follow on social media. Chances are, they have already accomplished what you’re aiming for and can help you reach your goals much faster than figuring it out yourself.
5. Stay open minded:
Learning something new every day is the mantra. Listen to people and analyze their perspective. You can always find something valuable in conversations. You might be the expert in the field, but an outside idea from somebody who looks at it with fresh eyes might just be the nudge you need.
When you create a film, which stakeholders have the greatest impact on the artistic and cinematic choices you make? Is it the viewers, the critics, the financiers, or your own personal artistic vision? Can you share a story with us or give an example about what you mean?
At this point, it would be the client. Most of the time, they come to us with a certain vision in mind.
You can think of this as if they have bought a property and have a rough idea of what house they want to build on it. It’s our job to consult and visualize those plans together with them. Designing the rooms, adding furniture, wallpaper, textures, and so on.
We do get a lot of creative freedom in the way we build our projects, but the client will ultimately have the final decision. The better we sell our idea, the more interested the clients become, so it is on us to make sure we come up with the best creatives.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
Ha, I love that question. I have one that is a little more niche but really fun.
Urban Farming — Encourage more green spaces and cultivation of food in urban areas. Community gardens and rooftop farms are way too rare in larger cities. This could be coupled with farming classes on how to build a sustainable farming practice, how to efficiently use space in urban areas, and so on. There are so many benefits that would result from that, including a great way to bring the community together.
We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might see this. 🙂
Ugh, there are so many! But my #1 choice would be:
David Beckham — I love all things football and business and have been a fan since I can remember. A breakfast and a 5-a-side match is what I’d ask for :).
How can our readers further follow you online?
Through Linkedin or IG:
Linkedin: www.linkedin.com/in/lukas-schulz-2a0787a5
Instagram: https://www.instagram.com/lukasshlz/
Website: www.stmntstudios.com
This was very meaningful, thank you so much! We wish you continued success!
About the interviewer: Guernslye Honoré, affectionately known as “Gee-Gee”, is an amalgamation of creativity, vision, and endless enthusiasm. She has elegantly twined the worlds of writing, acting, and digital marketing into an inspiring tapestry of achievement. As the creative genius at the heart of Esma Marketing & Publishing, she leads her team to unprecedented heights with her comprehensive understanding of the industry and her innate flair for innovation. Her boundless passion and sense of purpose radiate from every endeavor she undertakes, turning ideas into reality and creating a realm of infinite possibilities. A true dynamo, Gee-Gee’s name has become synonymous with inspirational leadership and the art of creating success.
Lukas Schulz Of STMNT Studios: 5 Things I Wish Someone Told Me When I First Became A Filmmaker was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.