Campaign Craft: Portfolio

Camilla Arthur Lebon admits that she was nervous about her first job directing a series of Channel 5 spots to encourage people to be retuned, despite appearing to possess a self-confidence that would leave most of us gasping.

Camilla Arthur Lebon admits that she was nervous about her first

job directing a series of Channel 5 spots to encourage people to be

retuned, despite appearing to possess a self-confidence that would leave

most of us gasping.



’I was nervous but I got on with it. When you have the confidence in

yourself, you relax. RSA Films wouldn’t take me on if they didn’t think

I could do it,’ 34-year-old Arthur confides.



That, to be honest, is Arthur’s attitude. She started her career at

Sixth Sense, a British Forces newspaper, writing for the beauty and

music pages.



She moved swiftly through the fashion and photography business, working

as a model booker, a photography assistant and wardrobe stylist before

finding her niche as a casting director. She was planning a move to the

US, when RSA approached her to direct commercials.



’My plan last year was to move to New York and do casting there,’ she

says. ’I was getting stuck in what I was doing. Directing was what I

wanted to do but I never knew how to get into it.’ Arthur finds

similarities between her careers as a casting director and a commercials

director. ’Casting is all about translating a script and understanding

who the character is. Directing is much like that. Because I worked in

photography I look at people’s faces. They have to look right.’ People

who have worked with her say that she has been directing for years, in

that she ’directs’ her casting sessions. Although she embarked on her

directing career only at the start of the year, she has already

completed three ads; the series of Channel 5 spots, a spot for Options

hot chocolate drinks and a risque test film for an employment agency,

showing a woman in bondage clothing leading a semi-naked man through a

house.



All the films were cast, directed and post-produced in three or four

days and Arthur was involved in every aspect. ’I cast all the characters

and found all the music. That’s what I really want to do, I want to be

more involved. Of course it’s a bit scary, and when I was asked to do

all these ads after I’d only been directing a few weeks, I did feel as

if I’d been thrown in at the deep end. But it looks like I can swim.’



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