In 1999 I joined a company that had originally been a transport business and built a completely new direction there from scratch: importing and selling professional sound and lighting equipment for clubs, concerts and events. Speakers, mixers, players, lights. I travelled the length and breadth of Romania with them until I almost forgot the road home. It was also the only period of my life when I worked in sales in the conventional sense.
But the truly special part was something else:
it was the only time in my life when my father and I were colleagues.
And yes, my father was my boss.
It is pretty great when your dad is your boss.
We went to trade shows together, travelled to Germany and the Netherlands for equipment and built, from scratch in Bucharest, a sound & light showroom that was basically a fully functioning club.
Then came radio. At Radio 21 and Europa FM I worked exactly where I belonged:
not at the microphone, but behind it.
And very often under desks. Or in some isolated location somewhere in the country, on top of a hill or mountain. Computers, networks, studios, technical relocations, soundproofing, microphones, mixers, transmitters, antennas, installations, cars.
That is where one rule became permanently fixed in me, a rule I still use in film today:
the technology has to work so well that you can forget about it completely.
It is like the clutch you press instinctively when you change gear.
You do not think. You just do it.
That is how I want the camera, sound and lighting to be too: they should not occupy my mind at the exact moment when the person in front of me says or does something that will never happen in quite the same way again.
The company had existed since 1992. In 2005 I rebranded it and began building N-trance Media. To keep the road sufficiently winding, the first activity in that period was not film. It was an agency placing nannies and domestic staff. Yes. I know. That is more or less what my professional life has looked like.
But even there, it was still about people. A great many of them. I remember arriving at the office one day and finding a queue of nannies and housekeepers stretching for tens of metres down the street, all there to register in our database. I looked at them and genuinely panicked — I think for a few seconds I did not have the courage to walk into my own office. It was completely different from anything I had done before, but once again it was a situation in which I had to understand people.
After that, everything I had accumulated up to then began to come together: music, sound, lighting, computers, technology, events, photography and, increasingly, video. At the busiest point we were around 14 people, employees and collaborators combined. We produced corporate parties, conferences, product launches, concerts and technical productions for companies including Raiffeisen, Piraeus Bank, Michelin, Roche and Bayer. The largest event I coordinated at the time was a Piraeus Bank Christmas party with around 5,000 people.
Sometimes I was doing the work of three people at once: sound, lighting, camera, photography, projection, editing, graphics. It was not necessarily the healthiest way to work.
Obviously.
But that was me.
I have never liked standing beside a problem waiting for the person who knows how to solve it. I wanted to know myself.
The people I taught
That was also when I discovered how much I enjoy teaching other people. In fact, it had started much earlier: I began working with Ada Cartianu while I was still a student at the “Nicolae Tonitza” High School of Fine Arts, and our work together continued after I finished high school. We were both very young; today Ada is a Romanian-American artist and author.
On her own biography page she describes me, in the period after graduation, as a young Tonitza graduate and says that I encouraged her to create the way she perceived the world and to trust her own imagination. Reading that after all these years means an enormous amount to me.
Later came the people at N-trance: camera operators, photographers, sound technicians, lighting technicians, DJs, technical crew.
Some of them I took almost from zero.
Alina Ștefan has been beside me since 2006. That is twenty years of collaboration, learning and growth. I watched her develop, work and build her own photographic eye and her own path. We still work together today and I am very proud of how beautifully she has grown professionally.
God, the number of courses I ran. I can still remember the dozens of boards on which I drew and explained technical details through examples from everyday life, trying every possible way to make the information stick in someone’s mind. I was not simply teaching people where a button was, but why we did something in a particular way and, above all, how to think for themselves when things did not go according to plan. Because at an event, when something breaks, there is no “we’ll look at it tomorrow” and no “we’ll try again”.
It has to be solved.
Now. Instantly.
Sometimes I look at where some of those people have ended up and I get goosebumps. They know who they are. If the person next to me eventually does something better because I once showed them something, to me that is fantastic.
Pure joy.
At the beginning of the pandemic, in 2020, film became my main work.
It was no longer one of the many things I did. It had become the direction into which, almost naturally, everything else was beginning to converge.