After a recent split from his long-time partner, Steve Reeves has just
turned up at Brave Films as a solo director, with a mission to
concentrate on performance-based commercials.
He worked with Paul Gay for eight years, first as a creative team at BMP
DDB and then for 18 months as a directing duo at Blink. He admits it
could be scary setting out on his first solo shoot, but he is still
looking forward to the experience. ‘I won’t have to consult with someone
else every time I make a decision,’ he says. And then there are the
production meetings: ‘I tend to talk an awful lot - I used to have to
force myself to shut up so that Paul could get a word in.’
The team quit agency life because, as Reeves explains: ‘Directing is
more fun - I used to hate sitting at the back watching someone else talk
to the actors.’ Reeves has already secured his first solo job - a
Guardian commercial through Leagas Delaney. It is clear from his reel
(which necessarily contains work jointly created with Gay), that casting
and performance take precedence in Reeves’ work, although, Reeves says:
‘Our joint reel at Blink had a split personality.’
In order to represent the style of work he wants to pursue, his own
compilation includes some uninhibited Levi’s idents, the Lily Savage
Ford Escort spot, and a couple of star performances from children in ads
for Allinson bread and Allied Carpets. The older generation also get a
turn in front of Reeves’ camera in a condom ad for the Health Education
Authority.
Reeves expands: ‘It is exciting that advertising is moving back to
scripts - I like humour and characterisation to be combined with style.’
The Pizza Hut ad starring Damon Hill and the Littlewoods ‘referee’ spot
are two of his current favourites because ‘they have brilliant casting
and strong vibes but they also look good’.
His own preferred style is well illustrated by the Levi’s idents, which
were shot in a launderette and star the proprietor and some of Reeves’
friends and family. He adds: ‘I like to let someone’s personality come
across or to find unusual locations. I’d always rather shoot in a Wimpy
than in Bar Italia.’
