If you ever find yourself pitting your knowledge of film against
Marc Charach, be warned - you are likely to lose face. Anyone who has
spent eight years working in a video shop is bound to know his
While picking up tips from the masters, 26-year-old Charach was also
carving out a reputation as a runner in Soho, juggling jobs and using
the cash to finance a number of short films he’d written. His
persistence paid off, and the first, a two-minute experimental short
called ’escape’, won a prize at the Glasgow Real To Reel festival.
His most recent effort, the 22-minute short, ’wiper’, was shortlisted
for a Bafta and won the Montecatini Cup at the FilmVideo 99 Festival in
After his reel found its way on to Helen Langridge’s desk, Charach ’went
from being a runner to a director in one afternoon’.
His reel includes an eclectic mix of commercials, excerpts from short
films and a pop promo. ’Optimist’, an execution for Halfords, sees an
inept garage owner dissolving into hysterics at a customer’s simple
A young BMX enthusiast, ’Bill’, races his way through a spot for Ready
Brek. And, for Malibu, Charach directed some laid-back spots including
’ices’, in which an ice-cream man celebrates the soulful music of the
’I love doing ads and the excitement of getting different scripts all
the time,’ Charach says. Currently shooting two Hitchcock-style spots
for McDonald’s in South Africa, the young director enjoys the creative
freedom to experiment with different genres. ’Especially when you’re
shooting on someone else’s money,’ he jokes.