Crafting a Feeling: The Creative Philosophy of Inti Calfat and Dirk Verheye of Norman Bates

In the world of commercial filmmaking, where deadlines and client expectations often take centre stage, Inti Calfat and Dirk Verheye, together known as Norman Bates, have carved out a unique space. For over 14 years, this directing duo has balanced commercial interests with storytelling, crafting ads that resonate on an emotional level. "We’re trying to give people a feeling," Inti explains. “The best ads, especially those from the 90s, gave you that gut punch. They were more than visuals, they made you feel something.”

Their partnership wasn’t born out of necessity but a shared vision. After a chance meeting in a bar, they committed to this journey, grounded by a mutual sense of ownership and respect. They describe it as “two captains steering the ship,” a collaborative bond that has enabled them to harness each other's strengths without ego. “Be generous, be open to each other’s ideas,” Dirk notes. “Good collaboration only happens when you keep egos out of it.”

Creating meaningful commercials, they believe, requires the right kind of clients, those willing to embrace strong narratives and trust the directors to bring them to life. "Clients need to trust you," Dirk emphasises. Early collaboration is key. When clients come with a concept or even just the spark of an idea, Norman Bates steps in to shape it. "The best work happens when we’re brought in at the beginning,” Dirk says. “Then, we can build something impactful from the ground up.”

Inti and Dirk’s background in non-scripted TV and documentary work has shaped their distinctive approach to filming. They draw inspiration from their past experiences, focusing on capturing authentic moments by overshooting until actors lose their self-consciousness. “It’s about stripping away the layers until they’re just in the moment,” Inti explains. This approach, combined with their storytelling sensibility, brings a relatable, human touch to each project.

But they also acknowledge that their journey has had its challenges. Reflecting on what they wish they’d known starting out, Inti says, “Don’t micromanage. Be open to collaboration.” Dirk adds, “The industry comes with pressure; don’t seek too much validation. Trust that your confidence will grow with experience.” They’ve learned to focus on genuine interactions, to be humble, and to keep the work at the forefront, rather than seeking special treatment or praise.

One memorable shoot, at the iconic Shibuya Crossing in Japan, illustrates their willingness to rethink conventional production. Amongst the chaos of the crossing, Dirk and Inti were directing traffic to ensure their team could capture the authenticity of the scene. “We returned to the bare basics of filmmaking, and it created something real, something relatable,” Dirk recalls. “It’s about capturing a message that’s true, something recognisable to people.”

For Inti, filmmaking is a medium to express feelings and thoughts, akin to literature or music. "One of the most important qualities I want to instil in my kids is the ability to express themselves," he reflects. Dirk sees film as something even bigger, a collaborative art form where, when everything aligns, magic happens. "It’s like a family contributing to an idea. That’s when art transcends."

With two successful projects between Norman Bates and +ep films., this recent partnership has only strengthened their collaborative ethos. “Great work comes through great collaboration,” Dirk states. “At +ep films., we’re supported by a team that values creativity and understands the importance of trust.” With this support, they believe they’re stepping into an evolution in their work, one that will continue to bridge human emotion and commercial storytelling.

Looking forward, they see room for AI in the industry, as a tool rather than a replacement. “Accidents combine in magical ways,” Dirk muses. “We love mistakes. It’s human nature.” And in a landscape increasingly shaped by technology, Inti and Dirk are confident that there will always be a place for the kind of storytelling that taps into real, human truths.