On My Radar: Steve Reeves

What’s the best ad campaign you’ve seen recently?

The Rightmove commercial [below, by Fold7] where the old guy has to keep trudging up the stairs. The writing is brilliant, it’s beautifully executed and it makes me smile. Not only does the commercial do a great job of making everyone feel good about Rightmove, but it’s also a wry comment on the circle of life.

What website(s) do you use most regularly and why?

I use IMDB quite a lot. I’ve just written another film script and am desperately trying to get people to read it, so this site is a great way to get the contact details of producers to hassle. (10% percent of making a film is the script, 90% is hassling people who can get it made).

What’s the most recent piece of tech that you’ve bought and why?

A Moment Macro lens. You clip it onto your iPhone and it gives you 10X magnification. Not only is it a beautifully made bit of kit, but it’s opened up a whole new world of photography to me. I love street photography, but I also love doing still life. This little lens has really given me some pretty cool shots which I’ve started to put up on my Instagram account and the fact that they’re taken on just my iPhone, makes it even more cool to me.

What’s your favoured social media platform?

Instagram. I’ve only been doing it for a short time, but I must admit that I’m pretty addicted. Although I’m known as a performance director, I’ve always absolutely loved photography and Instagram is a great outlet for this.

What’s your favourite app on your phone?

I love Audible. I’m usually too busy to sit down and read a book, so I listen whilst I’m in the minibus on a tech recce, or when I’m on a long flight. I’ve just finished listening to quite a interesting book by Garth Stein called The Art of Racing in the Rain which is written from the perspective of a dog called Enzo, who’s owner is an aspiring racing driver.

What’s your favourite TV show and why?

I’m Alan Partridge is now 20 years old, but is still absolutely brilliant. I’ve been watching them all again with my kids and it’s still bloody funny. Here are a few Alan Partridge quotes ...

“Let me tell you something about the Titanic: people forget that on the Titanic’s maiden voyage there were over 1,000 miles of uneventful, very pleasurable cruising before it hit the iceberg.”

“Well Sonja, that was classic intercourse."

“I find it amazing how many people still think the petrol cap on a Ford Focus is offside rear.”

Genius! There’s a new series coming out this year which I can’t wait for. Apparently Alan is a Brexiteer in it! (of course). It’s gonna be funny.

What film do you think everyone should have seen and why?

My film, Keeping Rosy, because someone has to watch it!

Where were you when inspiration last struck?

I was playing pool the other night at The Hurricane Rooms in Tooting, when I had this amazing idea for a film that was a pool version of Bend it Like Beckham. Obviously, I realised it was shite the next morning once I’d sobered up.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

When I started out as a 19-year-old copywriter, directors never used to do treatments. In fact, most would never even do a storyboard and those that did, would very rarely show them to the agency. Showing a storyboard to a client was unthinkable.

Nowadays, one of the biggest parts of my job is writing treatments, or should I say producing a 40-page, beautifully presented magazine about a thirty second script.

If there was one thing you could change about the advertising industry, what would it be?

I think it’s a shame that the element of trust seems to have diminished. Clients used to trust agencies to do their best work for them and agencies would trust a director to do the same. We should bring back the trust.

What or who has most influenced your career and why?

Mike Figgis. When I was a creative we once used him to direct a VW commercial. He was the first movie director that we’d actually worked with and it was a revelation. Unlike the commercial directors, Mike didn’t get that involved with the positioning of the camera, or the way it moved. He would rehearse the scene on set with the actors and then discuss with his crew how best to shoot it. I loved this feature film-way of working and it gave me the confidence to go into directing myself.