Joi Hoffmann, Jakob Schweighofer & Simon Platzer
Managing Directors of Whiteroom Productions
How did you get into film? What particularly attracted you to become part of this industry?
The roots of our creative work clearly lie in our passion for mountain, ski and skate sports. By starting to record the things we were so fascinated by and giving expression to what we were doing, we set a creative development in motion. This process is ongoing and we have found in filmmaking a task that fulfils us every day.
Joi: As a teenager with the first mobile phones, I already had a great need to document everything and everyone. However, I only realised that I wanted to turn my passion into a profession when I shot our first ski film ‘Time for the Whiteroom’ together with Jakob and Simon.
Jakob: I started taking photos when I started climbing. I had a blast going on climbing and mountaineering trips with friends and documenting them. Parallel to my training as a mountain guide, I was repeatedly hired for safety and double tasks for larger film shoots. I then started my own business as a photographer and shortly afterwards began shooting the first Whiteroom film with Simon and Joi. I also grew with Whiteroom.
Simon: Actually, I would have got a moped from my parents when I was a teenager, but I preferred to invest the money in a camera and started filming my colleagues skating. I was fascinated by the fact that I could create a cool feeling out of everyday things, out of ‘a bit of bullshit and a bit of skating’, through creativity, editing and music. After my first skate film ‘Delirium’ it went on and on, everyone wanted to see more and I was gripped by the flash that everyone had – that filming can move.
What distinguishes Tirol as film region for you?
Joi: The mountains. They influence almost everything I do. They are always there, giving pleasure or getting in the way. They are a beautiful location for filming and there is always a lot of action there.
Jakob: Tirol is the land of milk and honey for mountain filming. The population here has grown up with the mountains and if you want to produce here, you usually work with people, in front of and behind the camera, who can handle an alpine setting. There is also a large alpine, international community of top mountaineers and mountain guides who have made Tirol their home and are well networked among themselves. The local film productions are also well connected with each other, which makes cooperation more effective and easier.
Simon: The alpine infrastructure with cable cars and roads is as well developed as in few other places in the world. From the airport in Innsbruck, you can be up on the mountain in an hour if you want. With the Brenner Pass at the north-south weather divide, we can choose whether we want good or bad weather on any given day.
We are curious: Tell us your favourite location in Tirol!
Joi: The rear Kaunertal, because it is one of the least developed valleys.
Jakob: The mountains of the Hohe Tauern impress me every time anew with their enormous size and elemental power. Rushing waterfalls and valley courses where you wouldn’t be surprised if the next thing you saw was a dinosaur turning the corner.
Simon: It’s hard for me to commit to one location. We have many different, beautiful corners and the great thing is that you can find the perfect location for every project.
And now: The stage is yours! Please introduce yourselves and your cinematic field of acitivity.
In 2010 our paths crossed by chance. This meeting resulted in our first ski film together. Since then, we have travelled the world together, always in search of special moments and places in the most remote regions. Our very personal journey has taught us valuable lessons about the importance of creative vision, teamwork, pain and friendship. Strengthened by these experiences, we now strive to express our passion for nature, people and their interaction in our photos and films.
Whiteroom has developed over the years into a fully-fledged film production based in Innsbruck, known for a good dose of humour and moving images for which we are happy to take a diversion. With our three divisions Origins, Commercials and Raw, our team of seven specialises in film and TV productions as well as digital and commercial content. Our portfolio covers the entire production, from concept to post-production. Thanks to our experience on the mountain, we have established ourselves in documentary and adventure film, but we are also hungry for more – for stories in which the mountain does not play a leading role for once. We want to make authentic, honest films and turn heads with our ideas.