CAMPAIGN CRAFT: PORTFOLIO; Steve Reeves

By EMMA HALL, campaignlive.co.uk, Friday, 13 December 1996 12:00AM

After a recent split from his long-time partner, Steve Reeves has just turned up at Brave Films as a solo director, with a mission to concentrate on performance-based commercials.

After a recent split from his long-time partner, Steve Reeves has just

turned up at Brave Films as a solo director, with a mission to

concentrate on performance-based commercials.



He worked with Paul Gay for eight years, first as a creative team at BMP

DDB and then for 18 months as a directing duo at Blink. He admits it

could be scary setting out on his first solo shoot, but he is still

looking forward to the experience. ‘I won’t have to consult with someone

else every time I make a decision,’ he says. And then there are the

production meetings: ‘I tend to talk an awful lot - I used to have to

force myself to shut up so that Paul could get a word in.’



The team quit agency life because, as Reeves explains: ‘Directing is

more fun - I used to hate sitting at the back watching someone else talk

to the actors.’ Reeves has already secured his first solo job - a

Guardian commercial through Leagas Delaney. It is clear from his reel

(which necessarily contains work jointly created with Gay), that casting

and performance take precedence in Reeves’ work, although, Reeves says:

‘Our joint reel at Blink had a split personality.’



In order to represent the style of work he wants to pursue, his own

compilation includes some uninhibited Levi’s idents, the Lily Savage

Ford Escort spot, and a couple of star performances from children in ads

for Allinson bread and Allied Carpets. The older generation also get a

turn in front of Reeves’ camera in a condom ad for the Health Education

Authority.



Reeves expands: ‘It is exciting that advertising is moving back to

scripts - I like humour and characterisation to be combined with style.’

The Pizza Hut ad starring Damon Hill and the Littlewoods ‘referee’ spot

are two of his current favourites because ‘they have brilliant casting

and strong vibes but they also look good’.



His own preferred style is well illustrated by the Levi’s idents, which

were shot in a launderette and star the proprietor and some of Reeves’

friends and family. He adds: ‘I like to let someone’s personality come

across or to find unusual locations. I’d always rather shoot in a Wimpy

than in Bar Italia.’



This article was first published on campaignlive.co.uk

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