It sounds suspiciously like fiction when Matthias Hoene, 25, says that he's dabbled in German porn, but a look at the first-ever spot he directed might indicate otherwise. "Doggie Style," for Club 18-30, in which a randy mutt romps about pleasuring various bitches at a vacation village, features the positions galore and cheesy '60s-style resort music worthy of an X rating, at least on Animal Planet. Portrayed in a moody and sophisticated filmic style, "I wanted to create a real hero character; I didn't just want to make a filthy, funny spot," Hoene explains of his commercials debut, which earned him a Gold Lion in 2002. "I wanted to really feel the passion in what was going on in the script and create this main dog who was the hero of the village, this lovable rogue who's got a very skillful yet a very humanitarian outlook on life and in how to treat the ladies." Although "Doggie-style" stands out most notably for its simple storytelling, the rest of Hoene's reel reveals his fluency in effects and animation, as if following in the footsteps of his Partizan forefathers. One spot for T-Mobile integrates whimsical floating 3-D type into live action, and a voting PSA for the U.K.'s Central Office of Information places an actor shot on bluescreen in a highly stylized, apocalyptic universe, all created in CG. His clips slate includes one for Fat Boy Slim, featuring South Park-style animation set to Japanese variety show wackiness, and another for Tom McCrae that applies time-shifting scenery to the track's meditative rhythms. "Everyone's a little confused with my reel because it's so wide ranging," admits Hoene.
Born in Singapore, Hoene was raised in Berlin and studied at Central St. Martin's College of Art and Design in the U.K., where he developed his tendencies toward artistic experimentation. "I really strive to know all the tools in the box and to know about everything, whether it's effects, camera angles or prosthetic makeup," he says. Though he landed a top industry honor fresh out of the starting gate, he's eager to expand his repertoire. "At the moment, people like to stereotype me as a visual effects director, but I would like to do more funny work in the future," he says. Currently, Hoene is bidding more commercials jobs and is set to shoot a film for Sony's next series of Dreams shorts, out of Y&R, through which he hopes to build on his performance- and humor-based work. "I always like to be a little bit subversive, a bit cheeky and naughty with things," he says. "I don't get a chance to do half as much as I'd like to."