WORKING WITH REAL PEOPLE
Working with so-called ‘real people’ is a big part of what I do as a director and in different ways it features across my two distinct strands. For Commercials and Branded Content it usually means casting non-actors to convey brand messaging in a down-to-earth style to add a sense of authenticity to an ad. On the documentary side, it means working with contributors to give them the space and confidence to tell their story, hit messaging guidelines or talk about emotional subjects.
Interview-led films
I’ve been honing this craft for over 20 years and have conducted thousands of interviews around the world – from heads of state to on the street vox‑pops, from the shyest child to the most confident Fortune 500 CEO. As a director, I’ve encouraged people to share their most challenging and emotional stories, helped explain complex topics, and worked with brands, organisations and businesses of every size to communicate their message clearly.
Getting performances from non-actors
The most common concern when working with non-actors is that it will lead to inauthentic, over the top performances. I’ve spent years developing an approach that allows non-actors to give the most natural performances – often working right from the concept stage to reduce or eliminate anything that will lead to an undesired result. Having been an actor, I understand how to give people the tools and the space to create something that feels real.
Putting people at ease
Most people aren’t used to being filmed, and the camera can make even confident people freeze. A big part of my job is making that pressure disappear. I take the time to build trust before we roll, keep the technical side unobtrusive, and create a calm, unhurried space where people start to forget the lens is there.
Whether it’s a child, a first-time contributor or a CEO who’s too firmly on-script, the aim is the same – to get past the hesitant or overly-rehearsed answer to something real.
Let's talk about your project
If you’re a production company or a brand looking for a director who knows how to get the best from real people – for a commercial, branded content or a documentary – I’d be glad to hear about it. Take a look at the work in my portfolio, or get in touch to talk it through.