Have you seen the provocative “Montero” by Lil Nas X, the viral phenomenon of “As It Was” by Harry Styles, and the stunning visuals of 5SOS and Jack Harlow? At the heart of these pulse-racing, internet-breaking creations stands a production company that thrives on the cutting edge: UnderWonder Content.
Founded by Grammy-nominated director Frank Borin and his creative partner and wife, Ivanna Borin, UnderWonder Content is more than just another production house. It’s a movement, a creative revolution shaping the future of music videos, commercials, and film. But how did it all begin? Let’s rewind to the beginning of UnderWonder Content to discover what makes this company unique and reveal some of their secrets and plans for the near future.
Frank and Ivanna Borin, founders of UnderWonder Content
The Spark That Started It All
After directing countless music videos and commercials, Frank saw firsthand how difficult it was for emerging directors, like Ivanna at the time, to break into the industry.
“Finding a producer willing to take on low-budget projects was almost impossible,” Frank recalls in the exclusive interview for MasterShot. “Since no one wanted to work for free, we opened UnderWonder Content to support Ivanna’s projects, build her reel, and develop her directing career.”
This wasn’t just about one director’s success – it was about changing the game. And change it they did.
The First Big Break
UnderWonder Content had their breakthrough moment when Yolande Geralds, then a commissioner at Def Jam Recordings, handed them their first big music video: Bon Jovi’s “Labor of Love.”
“We were literally at the airport, scrambling to get company credit cards and set up bank accounts while boarding the plane,” Ivanna remembers with a laugh in one of her interviews.
Despite the chaos, the shoot was a success.
“Seeing Ivanna direct Bon Jovi – an American rock icon – was surreal. He was so receptive and excited to get direction from her. That’s when we knew we could do this on our own,” Frank adds.
This first success was not a one-hit wonder, it was the beginning of a string of high-profile projects that would turn UnderWonder Content into a creative force.
Frank and Ivanna Borin with Bon Jovi on the set of the “Labor Of Love” music video
Assembling the Dream Team
As Ivanna gained more work, they found themselves turning down projects. Instead of rejecting them, they started passing them on to other directors, DPs, and creatives in their network. Before they knew it, they were not just a duo but a full-fledged powerhouse representing some of the most exciting talents in the industry.
“For me, after over 20 years of directing, it was refreshing to mentor new filmmakers. No matter how experienced you are, the first-time excitement fades, but seeing young directors land their first big jobs and win awards reignites that passion,” Frank Borin says.
One of the shining stars of their roster? Tanu Muino, one of the world’s most sought-after music video directors. Her work on Lil Nas X’s “Montero” was nominated for a Grammy, and her Harry Styles video “As It Was” won in the Best Pop Video category for the MTV Video Music Awards. What’s more, Lady Gaga’s “Disease” video recently won the Best Solo Artist Video award at the MTV Video Music Awards Japan 2025.
“Mentoring young filmmakers reignites that initial passion for directing,” Frank explains. “No matter how experienced you are, that first-time excitement fades. But seeing new directors land their big breaks and win awards? That’s the thrill.”
UnderWonder Content had officially become more than just a production company. It was a launchpad for the next generation of visionary directors. Today, UnderWonder’s team comprises award-winning directors, producers, and creative directors, including Jensen Noen, Andrew Sandler, Director X, and Nina McNeely, to name a few.
Ivanna Borin, Frank Borin, Tanu Muino, and VFX artist Max Colt at the UK Music Video Awards 2022
The Secret Behind the Magic
What makes UnderWonder Content different from other production companies? Pre-production is where the magic happens. Frank Borin and his wife, Ivanna, who co-directs with him, rely on meticulous planning to shape the visual identity of their projects.
“Ivanna puts together a lookbook of everything we discussed – wardrobe, color, lighting design, production design,” Frank Borin shares.
Every decision, from the color palette to the cinematographic style, is laid out in a document and then shared with each department head. Frank emphasizes that it’s crucial to be on the same page regarding the look rather than just talking about it. And that’s where storyboarding comes in. While some directors prefer to work without them, Borin swears by storyboards.
“I love doing them because they serve two purposes. First, they clarify the vision, ensuring that every frame is accounted for. Second, they expose logistical challenges. Once I start storyboarding and get tired of it, or it takes too long, I realize I’m shooting too much for that day. That’s when I understand I need to simplify and be more concise.”
The result? A streamlined shoot where the crew can simply look at the boards and know exactly what needs to happen. Music videos, however, don’t have the luxury of long production schedules.
“It’s the Wild West – sometimes just three or four days to prep. That’s why we storyboard everything. It keeps us sharp, efficient, and ready for any curveball,” Frank explains.
It’s a fast-moving, high-pressure environment where adaptability is key. Having a strong crew is essential, but even the best-laid plans can fall apart. That’s where mentorship, one more secret of the UnderWonder Content team, comes into play.
“There are situations where I really understood how a director might feel scattered and not know what to do,” he admits. “Luckily, I had a great producer who guided me through it. That’s why, at UnderWonder, we aim to be mentors in situations like that. We remind our directors not to worry because we’ll figure it out – and even make it better.”
For Frank Borin, this hands-on approach is what sets UnderWonder Content apart. It’s not just about making great videos – it’s about building a creative ecosystem where directors can thrive, learn, and push boundaries. And with every shoot, every storyboard, and every moment of chaos turned into opportunity, they’re redefining what it means to bring a vision to life.
This strategy has led to some of their most iconic projects, like the “Flames” music video for R3hab and Zane.
“It was one of those rare projects where everything turned out exactly as we envisioned,” Frank recalls. “Frame by frame, it was perfect. That never happens!”
A shot from the video “Flames” for R3hab and Zane
The Future Is Now
So, what’s next for UnderWonder Content? Frank and Ivanna aren’t just looking to maintain their success – they want to revolutionize the industry.
“My goal for the next five years is to build a creative family of filmmakers, much like Propaganda Films did in its heyday,” Frank says. “We want to foster collaboration, where directors move from music videos to commercials, then into TV and film, all while supporting each other.”
With plans to finance films for new and seasoned directors alike, UnderWonder Content aims to create an environment where creativity thrives.
“We want to be so busy that we’re jumping from one set to another, working with directors we admire, creating films, and having fun together. As a director, I want to be fully immersed in the process, shooting content that excites me and working closely with my producers and crew. The plan is for Ivanna and me to soon be attached to a movie, which will lead to more projects. With our success, we’ll be able to finance films for other directors, building a strong creative family in the process.”
Ivanna and Frank Borin at the Grammy Awards 2023
Your Turn to Take Action
Every great film or music video leaves the audience inspired and eager to create their own story. If you’re looking to turn your video vision into reality, the tools to optimize your pre-production and collaboration are right at your fingertips.
MasterShot is here to help you plan, storyboard, and execute your next big project – just like UnderWonder Content.
So, what’s your story? Start creating it today with MasterShot.