Top director: Sam Bryant
Every fortnight Campaign Brief Asia is turning the spotlight on a hot director that is currently in the news. Campaign Brief Asia speaks to Sam Bryant, a director who signed with Luscious International last year.
Bryant wrote and directed a short film called GPS, which was selected for the Fabulous Four showcase at ADFEST 2009. The film was so heavily praised by judges and the audience that it went on to earn him official selection for the Young Director Award at Cannes Lions Festival. Bryant was a child actor, is an avid surfer and skater; and has been a presenter on the Disney Channel. He started his career working in 2D. Recent work includes collaborating with Droga5 to establish and develop viral content for the Young Gun Awards ‘Quit In Style’ campaign, branded digital short films for Diet Coke and shooting and directing spots for the ABC program, The Gruen Transfer. In addition to his commercial work, Sam has directed music videos for bands including Sparkadia and Josh Pyke. His most recent music video was nominated for ‘Best Australian Music Video’ at the 2008 J Awards.
You were selected by Adfest as one of its 2009 Fabulous Four directors based on his short film, GPS. Can you tell me a little about your short film and the impact of being one of the Fab Four?
Adfest called for script submissions for the Fabulous Four, with the brief that it had to address the theme ‘Made In Asia’. They chose four scripts from the region and mine was lucky enough to be one of them. My film is a lateral take on the theme and tells the story of a boy with an incredible sense of direction. He has one dream in life – to be the voice of a GPS navigator. Problem is, he has a debilitating lisp. Being at Adfest as a Fabulous Four director put me in touch with some of the best creative minds in the business, worldwide. I realised that between us we have the opportunity – and the responsibility – to take important messages to the people, about the kind of world we want to live in.
It also earned you official selection for the Young Director Award at Cannes Lions Festival. Has the phone been ringing hot since?
I have had to buy extra phones.
What are you working on right now?
I’m pitching like mad on a few different ads. Lots of fun.
Have you done any work in Asia? Is this a region you are actively seeking work?
I haven’t worked in Asia yet but yes, I think this is certainly an area to explore – there’s some very exciting creative work coming out of Asia, especially India and China. I’ve heard a lot about the rise of the industry in China and this is a country that fascinates me, so I’d be particularly interested to work there.
You’ve also made a couple of music videos, such as Josh Pyke’s ‘Guitar Boat’? How does making music videos compare to commercials? Do they come with greater artistic freedom?
Generally there is a lot more artistic freedom with music videos, largely because you are often the writer as well as director. Usually the record label hands out the song and says, ‘what do you think?’ – so you are inventing the creative concept from scratch. Whereas in advertising, the concept has generally already been developed by the agency, researched and approved by the client. Also, music videos generally have a much smaller budget, especially the indie videos – the smaller the budget, the fewer worried financiers there are to infect the idea. So while a lot of young directors break their backs to make their first music videos, it’s also one of the greatest opportunities to explore their art – to do what they want to do.
OK, you’ve been a child actor and a presenter on the Disney Channel – please explain? And what made you want to get behind the camera rather than in front of it?
From a young age I always wanted to be an actor and director. I experimented with all sorts of things and even ended up with a skateboarding segment on the Disney Channel! But I realised that to really succeed I needed to focus on one thing, so acting took a back seat and I’ve hammered the directing since finishing school. I have maintained acting classes intermittently – I still enjoy acting and it helps with understanding and directing performance pieces, which is something that’s very important to me in film. It is also good to keep in touch with the acting community. I find it funny how directors and actors often live in very separate worlds when we both need each other. I haven’t ruled out the idea of getting back in front of the camera, but I guess I’ll have to be very honest and ask ‘would I really cast myself in this… I’m way too skinny’.
You started in 2D – would you recommend this as a route to directing? Has it given you a unique perspective on the film making process?
While production and directing were always my primary interest I found my way into post production by chance, knowing I wanted to work in the TVC industry. Working at Fin Design I was exposed to top quality work. I learnt top end postproduction, which gave my work production value – something of great importance in advertising – until the event of the lo-fi viral video came along! Starting out it was a great advantage being able to do my own post; often there wouldn’t be the money to pay someone else for the hundreds of hours of work required. Also in pitching it was a great advantage to be able to put together style frames with Photoshop, or animatics with AfterEffects and Combustion, to help win the jobs.
I think that in advertising starting out in post production and working towards the directing route can work successfully – you are developing a reel that looks slick and yet you are not competing with other directors as you might be in a production house. However everyone’s journey is different – it is like trying to find your way blindly through a minefield. I’m sure the career path of an accountant is a lot more straightforward.
What was your first big break as a commercials director?
In 2007 I wrote and directed a short film for Diet Coke. This was selected for the Shots New Director’s showcase. It all kind of went from there.
Have you got any other short films, music videos or features in the pipeline?
I am currently developing two short films and am furiously penning a draft of what will be my first feature film. I intend to make it within the next year. Collaborating with a group of like-minded young filmmakers, we are approaching film in an unconventional, low-budget, creative way. We want a fast turnaround so we keep our skills honed.
What are the three most memorable spots you’ve directed?
Probably, Josh Pyke’s Guitar Boat video (it got a YouTube no1 feature and was in worldwide newspapers). Gold Finger, which I wrote for the Young Guns campaign for Droga5, and probably the Chartered Accountants spot, which has had a long run now.
What do you love about directing commercials?
Great commercials are pieces of art. They can potentially have as much power as a piece of cinema when brilliant writing and execution come together. They also force you to be a lot more efficient in your story telling as you only have a limited period to do so. Every frame on screen must be telling.
What are your favourite three commercials?
Hmm, not going to call them my favourite three because it’s too hard to decide – too much great stuff out there. But three that stick in my head are Glazer’s Levis spot, the VW ‘Singing in the Rain’ spot and the Bangkok Insurance ‘Tornado’ spot. Great ideas and perfect execution.
You can view Sam Bryant’s reel here.
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