Steve Lowe started making his mark on the commercials scene during
the mid-80s as part of the directing collective, the Molotov Brothers.
Their stock-in-trade was a brash mixture of live action, animation,
special effects and wacky humour.
But his finest moment from those days has to be the side-splitting pair
of Maxell ads for Howell Henry Chaldecott Lury, written, incidentally,
by a young team who later went on to become high-profile creative
directors, Tim Ashton (now of Bates Dorland) and Naresh Ramchandani (of
The ads - one (allegedly) featuring a character Lowe spotted on a street
corner, the other a man who came to lay some carpet for him - are still
a delight and understandably have pride of place on his 1997 showreel
alongside more recent spots for Virgin Cola, the Daily Telegraph, Tango
and Pot Noodle.
After a peripatetic career on both sides of the Atlantic, including
stints at Propaganda Films, McMillan Phillips Hughes and Lowe, and RSA,
Lowe recently signed up with Cowboy Films, where he is working with the
producer, Dominic Freeman.
’What I like about Cowboy is that it is prepared to be diverse,’ Lowe
says, breaking into his trademark manic laugh for apparently no reason
whatsoever. ’I’ve started doing pop promos again, and I’m rewriting a
script for some gothic sci-fi feature film. I just love doing loads of
completely different things.’
This may also explain why he started Alfagetty 18 months ago. The
post-production outfit works entirely on souped-up Apple Macintosh
’They’re amazing machines,’ says Lowe, who has always had an obsessive
interest in special effects.
With this plenitude of interests and influences, does he feel he has a
recognisable style? ’It’s all very in-yer-face,’ Lowe admits. ’Someone
once asked me whether I’d ever heard of the word ’subtle’ and I had to
confess that I hadn’t.’ And with that, he launches into one of his crazy