Campaign Craft: Portfolio - Marc Charach

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 stuff.

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

stuff.



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

Italy.



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

request.



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

MOBO Awards.



’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.



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