CAMPAIGN CRAFT: Portfolio; Paul Archard

Paul Archard, an eloquent young director, learned his craft as a production designer. ‘I was around sets from the age of 21,’ he says. ‘I learned by example and mistake.’

Paul Archard, an eloquent young director, learned his craft as a

production designer. ‘I was around sets from the age of 21,’ he says. ‘I

learned by example and mistake.’



Archard was born in London 30 years ago. Armed with a BA in sculpture

from the Chelsea School of Art, he started out as a sculptor. At

the same time he dabbled in ‘performance art’ for the early warehouse

parties - ‘We’d buy an old Mercedes and saw it in half on stage’ he

says. Such demolition derbies generated commissions as an art director;

an early project was the UK launch of Vanity Fair.



Over the next few years, working as a production designer in Los Angeles

and the UK, Archard partnered big-name directors including Jake Scott

and Willie Patterson. Itching to get behind the camera, he put up half

the money for his first directing assignment, which was through Foote

Cone and Belding for a retail chain in LA called Musicians Warehouse.



With an acclaimed promotional video for Mila Janovic on his reel,

Archard moved back to London in late 1994 to direct through And Howe

Films. His reel includes the classic Chiat Day ‘I’ve got no dough’ spot

for Midland Bank, and punchy, memorable ads for Dr Martens, Bikini

magazine and Hugo Boss.



Archard’s varied background has given him a rare understanding of all

aspects of directing. He champions ‘underestimated’ skills including

production design and sound design and says his next task is to

investigate the casting process by taking an acting course.