Sanel Isanović: Stock material never had a place in Level 52. Every one of our productions is original, from the image to the sound

I can't remember exactly when or which video it was, but a few years ago, while I was wandering the endless internet, a tourist movie caught my attention. He was different to say the least. Excellent narrative, strong story, and the foreign narrator in English had a voice that reminded me of global campaigns of big brands - raspy, rich and impressive. The shots were impressive, but not thrown randomly, but connected to the story and every word. Each frame had its own meaningful and special stamp, which in the end fits phenomenally into the whole mosaic or story.

I remember that moment, I sat back and thought, "Wow, whoever filmed this, hats off. This is a true interpretation of what our tourism needs - every destination deserves a production like this."

The biggest positive shock came when I realized that it was a domestic destination and, more importantly, a domestic production. That film was a bold step forward in the world of tourist films - then, but still today. Both from the client and from the company from Labin - Level52, which is behind the production. 

For today's interview I had the opportunity to speak with Sanel Isanović company director Level52 from Labin, which is behind phenomenal productions, and Sanel will give us an insight into how they managed to raise the standards and what it takes to make a tourist film a true art.

Another interesting detail I have to mention. While we were arranging and arranging the narrative for this interview, Sanel was in the middle of several awards for tourism films. And not just any awards - their films once again won over both the expert jury and the audience, collecting numerous prestigious awards. It all came together perfectly, and I hope that this interview comes as the "icing on the cake" of another extremely successful year for Level52 – not only in production, but also in confirming the quality recognized by the whole world.

Sanel Isanović: Stock material never had a place in Level 52. Each of our productions is author's, without any use of stock - both image and sound

Tourist films have developed significantly and are no longer just compilations of beautiful shots of the sea, beaches and drones flying over the landscape and mere changes of various shots without a story or meaning. Today's films go much further.

The way it should have been from the beginning in tourism. What sets them apart is their authenticity, emotional connection and strong narrative that pulls the viewer into the very core of the destination. Authenticity is our main differentiation. 

Rather than simply showing attractions, these films convey experiences, local culture and people's stories that remain etched in the memory. They no longer resemble real film productions, with carefully designed scenarios and direction that bring the destination to life in a completely new way, but have become just that - a kind of art and the art of creating stories. 

Through this conversation, we will learn more about how Level52 approaches the creation of these films and what it takes for a tourism film to be more than just a promotion - to become a work of art.

Level 52, as a company that produces in-house films and a wide range of audiovisual content, was born out of a passion for image and sound, but in the context of cinematography, says the director of Level 52 Sanel Isanović and adds that even today some people say that we are a boutique production, but when they started more than 15 years ago, those names were just entering the world of production through the small door, as well as the term storytelling.

"We didn't even know we were doing some kind of storytelling - it was simply excellent for us, the body reacted to the content and that was enough for us. Others drew our attention to it. Today we like to say that we are a multimedia production hub because over the years our way expression in the audiovisual world has expanded to a wider range of production, such as onboarding content and advertisements for large tourism companies, space and architecture.

Our audiovisual installations and products have become part of some of the most beautiful visitor centers in the northern Adriatic. We have become a place where clients know that we will produce authentic audiovisual original content together with them", allegations Isanović.

When asked about the concept of stoytelling in the production of tourist films and the process, Isanović states that all their films and commercials first had to arouse emotions in themselves.

"The product had to make us shudder, make our eyes water or make our smile stretch from ear to ear, emphasizes Isanović. We had to feel that video or film we are working on. Only then could it move towards our clients and, of course , to navigate the abysses of the Internet.

Today, client guidelines are an important basis for creative brainstorming, but it's easier for us to work because clients come for exactly what we have in our heads and how we see their product. Over the years, our music production department has proven to be extremely responsible for making our films different from all the others, adding our expertise and feelings to this recipe. Thus, in 2022, we won the Red Dot Design Award - Best of the Best in the sound design category, becoming the first company to bring this award to Croatia. This was really a confirmation that we are different from everyone else, not only in Croatia, but also in the world, which is how we positioned Level 52 on the world stage."

Trends change from year to year, while new technology enables greater creativity and a different approach, but the base still remains the same - the base remains the same story or storytelling, but new techniques and technology are coming that speeds up or facilitates production? 

"Authentic storytelling is something that is almost as old as ourselves. I believe this will stay with us forever because we, as humans, as those who love to travel and discover new locations, customs and cultures, are programmed to seek, explore, we learn and experience a new story that excites us and tickles the imagination.Just as storytelling by the fire before bedtime had a special effect, today watching a movie on the Internet or television has a similar effect on a person.

All this was transferred to shorter formats for social networks. Popularly called Green Storytelling is taking an increasing part in content creation as a concept. Visual content, made exclusively of sounds and ambiences from the location, which we have been practicing for many years, is becoming more and more popular.

Audio UX (audio user experience) is waiting for its big opportunity in tourism, while in other branches of our life it is already far present, without us often even noticing it. The same applies to 360 content. This is only a fraction of what is to come, and the question is whether we as a destination are ready to understand the technology that future tourists will soon use to consume content."

Speaking of technology, I can't help but ask what your stance is on the impact of Ai on video production. Ai is changing the world, it touches all industries, what application (advantages and disadvantages) does it bring to your industry? On the one hand, it speeds up the processes and provides some new technological frameworks, and on the other hand, soon everyone will be "top producers" without having taken a camera in their hands and gone out into the field? 

"AI is just another additional tool for us. I would compare it like this: we used to use a hand saw, and now a carpenter's circular saw – it's faster and more precise. AI doesn't create ideas for us, it's done by our brain, which reacts to something that we touching, which makes us cringe and think, "That has to go." We still see and hear those scenes in our heads that we record.

AI helps us shape these ideas incredibly quickly, with quality and precision. If we're talking about production, going to one school can't prepare you enough for what awaits you in the real world."

/// Zadar Archipelago - Inviting adventure

You were the first or among the first in Croatia, at least as far as I know, to start with English narration and a different approach to the video production of tourist films that have a specific story.

When the viewer watches one of your latest works without knowing what it is about, lock it in as if it is a world-class production. It wasn't easy to get there. On the contrary, it took courage to go that way, and it also took the courage of the first customers so that Level52 could position itself and spread its wings. 

"It was natural for us to include the English language because we grew up with our favorite films and commercials in English. A serious video production was not planned. I can say that from the beginning we had the knowledge of how to do things properly, and it simply had to be done at that level of quality because we knew the processes in sound and image production. We knew that without these processes we could not create a good image, story or sound, and later also documentary-feature films and other high-quality content. Learning was extremely important to us then, as it is now , so "life-long learning" is our foundation for further progress."

The impression is that finally in Croatia, but also globally following global competitions in tourist films and tourist films of destinations, we have started to move away from the concept of stock videos, random scenes from drones that dominate... and we have more and more tourist films with a story. It is no longer about positive statistical anomalies, we have more and more top production of tourist films in tourism.  

Top production requires a lot of time and a lot of elements to shoot a tourist film. Approximately how long does the whole process take, from the initial meeting to the release of the film? 

"If we talk about the length of the production, "longer means better quality" is not always true, especially if we include the budget in the equation. If it is a tourist film that covers all seasons, the production can last from 9 to 15 months, depending on the scenario, locations Documentary films also depend on the format, so short films last 3-5 months, and long films 12-14 months.

Depending on the topic and the time it takes to research the topic. It is quite different again with product advertisements. When shooting a touristic outdoor film or a film of an outdoor destination, the production is extremely demanding because we are literally fighting with nature and weather conditions, especially in autumn, when microclimate changes occur in the mountains. Sun, rain, wind, clouds - and all this in one day - force us to shoot in conditions that we cannot fully predict.

/ / / Island of braveTale of transformation

Nature has its own cycle and we must respect it, adapting the recording to it. No matter how much you plan and how experienced you are, there is always the possibility that nature will say: "It can't." And we have to be ready for that. One of our videographers is a member of HGSS, so it is easier for us when situations arise in which we have to quickly adapt and find shelter before the wind, rain and storm "take us away". 

Filming in Pag, at the Stogaj location, lasted three days. We waited for two days for the hurricane storm to calm down, and on the third day we filmed, literally bathed in winds full of salt. Or, for example, walking at 3 in the morning for almost two hours on extremely sharp stones to take two photos of the sunrise. We know from experience that a good story isn't just on paper, it's the location that makes it great. With other indoor productions or other activities, we again have new challenges. "

On the other hand, sometimes, as in logo design, too much goes into the story without losing the connection with the destination, and when people watch the video, they don't know which destination it is about (without seeing the logos at the end), which is certainly a big a challenge in visual communication? 

"For this reason, the production of a tourist film is demanding. You simply have to be present at the location you want to promote in order to be able to film it authentically. We are all used to the Arena in Pula and other recognizable locations of our beautiful country. The challenge is to show that Arena from a different angle, with a new narrative. A new tourist film and stock footage never had a place in Level 52. Each of our productions is original, without any use of stock footage."

Somehow it seems to me that a serious step forward in storytelling happened with the production of the video for TZ Central Istria "Dare to Explore" if I'm not mistaken? Since that crucial year of 2021, it's as if you got wings, accolades and awards from all over the world started coming to Labin, and today it's hard to list them all? It is certainly a confirmation of quality when recognition comes from the global profession, and not just for one tourist film, but a series of films?

"The awards came as a byproduct of what we like to do. The focus is always on the client and what the film needs to achieve, because realistically, we produce a tool that must justify its investment. If we have open hands and can do what we really want, then surely The question is whether the client is ready for such a step. Of course, we enjoy adding our personal signature to the film and the way we communicate. At no point was the focus on the awards - they just happen.

Now, when we look back at what we recorded and for whom, we can truly say that we worked for small family companies, but also the largest companies in the region. We are extremely proud that in recent years we have worked on the tourist development of almost the entire northern Adriatic, together with Istria, which includes more than 21 tourist communities. Our Vimeo profile includes 103 films of various topics and formats, for which we composed the music and produced the sound content ourselves. Some of them have never seen the public media space due to the nature of the cooperation with the client.

In addition to outdoor films, tourist films and product advertisements, our great love is documentary-feature films, which we have started to produce and develop in the last three years with creative people whom we greatly appreciate. These are people who see the world around them in a similar way as we do, which enables us to create high-quality productions. The last documentary-feature film we produced last year was Land of Fire directed by Mladen Đaković for HRT, in which more than 100 people participated, from extras and actors to production staff.

For the purposes of one scene, we also set fire to an old Istrian house. All these different productions, themes and formats have accumulated knowledge and experience at Level, and we are no longer strangers to any type of production."

You have just won three awards for Level 52 achieved extraordinary success at this year's Tourist and Ethnic Film Festival TEF 2025 on the island of Krk, winning all three awards in the Outdoor category. In the competition of more than 100 submitted films from the entire region, Level 52 excelled with its projects.

"Krk was a big surprise, all the more so because until the last moment we didn't even know that they were registered at all. The client called us a few days before and informed us that we had won something, but it was not yet known what. When we arrived and when the announcements started awarded, we realized that in the Outdoor category we won all three awards for our three productions that we filmed in 2023. At Level we are now joking that we won the category" 

/ / / The animated film Marless

Opening the door to the global market through tourist films? Professional recognition is better marketing. How much did the awards focus on Level52 and the potential opening of European branches - would that be a new step forward?  

"Awards started arriving at the very beginning, so it is difficult for us to talk about the period before the awards. I would single out the Red Dot Design Award again, whose motto is: "Winning is just the beginning," and that was indeed the case. We just met returned from Amsterdam, where we spent four days learning and testing technologies that will arrive in the coming years. New business collaborations with a company from Norway related to sound design are already on the way, and companies that have seen our work have shown interest in becoming a beta. testers for their software before it goes to market.

In this last case, we are working with one, I can freely say, among others, a global giant whose products are used by over 1 billion users, so Level 52 is facing an extremely exciting period."

As far as I can tell, over time a clear picture has crystallized about the two key segments that define the work of Level52 - recording documentaries i tourist films as their backbone and specialization. Of course, along with numerous projects for private clients, but these two segments act as a trademark and recognizable brand of Level52.

"These two segments have naturally profiled themselves in our field. At Level 52, we like to create stories that leave a lasting impression. Our passion is audiovisual content - from post-production, through motion design, all the way to sound user experience (Audio UX). Through In film production, with the help of creativity and technology, we help brands to tell their story in an authentic way. and visual effects - to really ensure high quality.We also use sound to create recognizable audio identities that connect with the audience.

With exceptional focus, we try to ensure that each project tells its story in the best possible way, be it a short 10-second Bumper or a feature-length documentary feature film."

/ / / Land of Fire Documentary

This year marks the 10th anniversary of Level52, you have rebranded, you have a strong CV of tourist films, many of which have won international recognition, you are leaning on a strong Croatian tourism brand, you have also made strides in the production of documentaries to describe your professional path. 

"From the very beginning, we did everything in-house, which, looking at it today, turned out to be our biggest advantage, and it still is today. When I returned to Croatia in 2009 after studying music production, it was imperative for us - we do everything In post-production, we are extremely fast (image and sound post-production are separated by only one door). Our professional path was built because we knew what we didn't want to do.

Today, the situation is similar, we still filter productions, the clients are at a higher level, the responsibility is greater, and that suits us. Today, we do exactly what we want, and our clients trust us because they know what we are best at and that is why they come to us - in small Labin, in the Istrian County.

We are a small company, with up to three employees who form the backbone of Level 52. However, we have the flexibility to grow depending on the project. As I mentioned, more than 100 people worked on the last documentary film Tierra del Fuego. We are scalable and can adapt to small family projects, as well as large productions where we produced 2 films of various formats in 52 months for a large hotel, with highly targeted communication, to mutual satisfaction. For national television or other large productions, we put our signature on documentary films, and that makes us extremely happy. 

And finally, what is the "next step" for Level52, you passed the maturation phase and opened the door to the global market. Where do you see Level52 in the next 10 years? 

"I think that there is no clear next step nowadays, especially in such a fluid environment of digital content. Plans certainly exist, but I think that quick decisions that are not part of the plan are more important than blindly following something written 2-3 years ago. What I can do to say and even here is the premiere that we are soon moving to our new multimedia production hub that we are opening in Labin.

Level 52 has always and exclusively applied all its knowledge of film production, image and sound post-production only to its own projects, and that will soon change. In accordance with the rebranding and new verbal communication, we are building a new Dolby Atmos and Dolby Vision studio for the post-production of audiovisual content.From next year, we are moving into the world of post-production for other clients and other productions.

We will share the knowledge we possess through our new services and our Advance Workshops, which we will hold in the new premises with guest lecturers. With all the novelties that await us next year, we are extremely glad that this year we were able to donate equipment to the newly opened Art Studio of Mate Blažine High School in Labin.

The donation also has additional value because we are aware of the challenges faced by young people who want to start a career in the field of audiovisual arts. The donation is aimed at facilitating those beginnings and providing young people from Labin with the opportunity to learn and advance in the audiovisual sector. Because knowledge that we don't share is as if we never had it. Don't you?" concludes Sanel Isanović.

We ask for nothing more than for you to indulge yourself and watch a few selected works from the Level52 production. Enjoy. 

More details about Level52 find out at: 

Website: www.level52.hr

Instagram: https://www.instagram.com/level52dmg/

Facebook: https://www.facebook.com/level52net

*Content created in collaboration with hrturizam and Level52