World: My Portfolio - Bryan Buckley

"Exposing the darker side of human nature in an ironic way is what I strive for," the director Bryan Buckley says. Unsurprising, then, that he worked on "emergency" for Dr Pepper. With the theme "what's the worst that can happen?", the ad follows a young man having the day from hell as he unsuspectingly grabs a Dr Pepper off a supermarket shelf, gets crushed by an avalanche of falling cans and is rescued by the fire department, who tear off his trousers, earning him the nickname "butt-naked boy".

"Emergency" featured four helicopters circling New York, so time was of the essence: "We were determined to keep it fluid and so selected actors who could come up with impromptu lines in one take."

Buckley is so experienced at casting that when it came to filming "monkey"for E-Trade, an actor who he describes as "the worst I'd ever seen" came into his own when improvising with the monkey and even managed to get him dancing.

Buckley reminisces about the sky-high budgets at the height of the dotcom ad boom: "We almost wasted two million dollars trying to get the monkey to clap at the right moment."

For ESPN Sportscenter, which shows a teenager posing as a Sportscenter anchor straight out of high school, the star was discovered in a local high school and struck Buckley for his ability to switch roles. Buckley, who co-directed the spot, says: "We found the perfect demure kid who looked like butter wouldn't melt in his mouth, until he started talking about the Red Sox and was transformed into this aggressive monster."

It was the weather which was monstrous during the shoot for Ikea's "bored to death". The ad, which shows a couple trapped in a dull brown home below ground level before the arrival of a new Ikea store, was shot in an underground set of three rooms.

"Unfortunately, we were faced with hurricane force winds in LA, blowing windows out of trucks and wheelbarrows lifted sky-high. It destroyed our set and we were forced to relocate."

Reflecting on his work, he says: "I'm just a storyteller and my motivation behind directing is the ability to tell a story in a million ways."

Bryan Buckley was talking to Rachel Nouchi.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).