Courage for class: the TUNA soirée as a wake-up call for real storytelling

With its new series of events, TUNA productions wanted to provide an open look behind the scenes - and created an evening right at the start that has become rare: a room full of people who are still passionate about stories.

Tufan Tuna emphasized how important Quality at a time when short formats and algorithms set the tone. Good stories, he says, beat any temporary trend wave.

Michael Steiner seconded: "An idea must have a Catch that takes effect immediately - otherwise it would fizzle out. Wolfgang Beltracchi got to the heart of the matter with his blunt tone: "They're not burning for it." Passion is lacking in many places, and that is exactly what you can feel in the effect.

Sofatalk: Steiner and Basman on uncompromisingness and the art of good stories

Presenter Manuela Wenger led through the main part of the evening - a conversation that revealed the special creative connection between actor Joel Basman and director Michael Steiner. The two have known each other for years, work closely together and share a deep understanding of how stories work. Basman spoke about how rare it is for a script to be so precise and organic that every word carries:

"Everything is good. Nothing, not a single sentence was work."

He spoke about the special power of silent roles that require physical presence instead of text. About the psychological research needed to create truthfulness. And about Steiner's ability to use musical metaphors to direct emotions - sometimes with instructions as cryptic as "12% less"which he nevertheless understands intuitively.

The two are currently working together on stage for the first time. "Sonja" as a play is a monologue about a heroin addict - a play that does not caricature, but tells a sincere story. Basman describes it as a "f**** tribute "** to those who often remain invisible. A work that was created through two years of research and is moving in its rawness.

Commercials as the hardest short form of storytelling

In the m&k interview, Steiner said: "Commercials are finger exercises for films", because both have the same requirements, according to the Swiss blockbuster director:

• Dramaturgy

• Character

• Tension

• Emotion

So that an idea in the stream of digital Snippets not evaporate, it must either take an unexpected turn or have emotional depth. However, Steiner sees the biggest problem in courage: many customers shy away from radical, striking ideas - and it is precisely these that are needed to attract attention in the first place. Storytelling is therefore a trap, but one that needs to be set wisely: An idea has to stick - otherwise it doesn't exist. More in-depth information from the star director in the detailed m&k interview...

Wolfgang Beltracchi: "Stinginess is anything but cool."

In the m&k interview, Beltracchi, who became famous for his art of forgery, for which he served a long prison sentence, reveals the mixture of clarity, wit and surprising wisdom that makes him so interesting. He talks about radical advertising ideas, responsibility in communication - and why bad claims can shape entire societies. Above all, however, he castigates an attitude:

"Stinginess is not cool. Not at all. Stinginess is anything but cool."

His dream campaign? An advertisement for books. Knowledge, he says, is the best raw material we have. You can read more pointed remarks from Wolfgang Beltracchi in the exclusive m&k interview.

Tufan Tuna: The art of being big and small at the same time

In the m&k interview, Tufan Tuna gets to the heart of the production side: "For 17 years, TUNA production has been built in such a way that it can pump itself up when large projects are required - and focus again when small, precise productions are due. This flexibility is rare - and a reason for long-term relationships. All directors are under exclusive contract. Tuna sees the soirée itself as a window into the industry:

"To show people what it's like behind the scenes in a movie."

Why this evening is the antithesis of AI confectionery

The TUNA soirée was not just one of many industry talks, but a plea: an evening that showed that storytelling requires skill - and attitude. While the advertising world is increasingly flooded with AI images, quickly produced clips and mass-produced creator goods, this was about something else: about passion, about craftsmanship, about burning for the idea.

And that is precisely why this evening suits m&k: we support formats in which quality becomes visible - and in which people speak who have something to say. Because advertising that lasts is not created by speed. It is created through truth, wisdom and a twinkle in the eye 😉 by people.