CAMPAIGN CRAFT: PORTFOLIO - Kieran McGuigan

Kieran McGuigan keeps himself busy. During his degree course at the National Film & Television School, he was the lighting cameraman on 20 films, and directed seven - some on location in Norway, Italy, Greece, Ireland and Germany.

Kieran McGuigan keeps himself busy. During his degree course at the

National Film & Television School, he was the lighting cameraman on 20

films, and directed seven - some on location in Norway, Italy, Greece,

Ireland and Germany.



In 1995, he graduated with a first-class degree to add to his existing

degrees in fine arts and business studies - the results of 11 years as a

student. He joined Wowhaus in 1996 to make commercials and, by 1997, he

was directing Karen Elson, the new face of Chanel and Versace, in

Oxfam’s first commercial for its retail outlets.



’It was exciting to see my work on the cinema screen,’ McGuigan

says.



’I enjoyed making the commercial because we used a big crew and I was

given a lot of creative freedom in the structure and editing of the

film.’



His first spot was for Red or Dead through Saatchi & Saatchi, and since

then he has also made ads for Kellogg’s All Bran, McDonald’s and

Campari.



Although in no doubt of his abilities, McGuigan was glad of the

opportunity Wowhaus gave him to watch other directors and meet agency

creatives before he started making his own ads. ’Going on shoots helped

me break through the mystique and find out how it’s really done,’ he

explains.



He is clear about the kind of work he wants to do: ’What interests me is

drama with striking visuals. I want to take a new viewpoint - to

reinvent the image and the moment so that they are no longer a cliche.’



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