Nonfiction Unlimited announced today that documentary icon Albert Maysles has joined Nonfiction Unlimited for representation as director for commercials and new media advertising projects.
This relationship brings two acclaimed entities together. Maysles, a director widely acknowledged as the dean of documentary filmmaking and one of the first to bring the documentary genre to commercial filmmaking – with Nonfiction, the only commercial production company whose roster is made up exclusively of documentary filmmakers.
The director’s move to Nonfiction Unlimited for advertising projects marks the close of Maysles’ Shorts, the commercial division of Maysles longstanding company Maysles Films, which continues to produce documentary projects.
In 1962, Albert Maysles and his late brother David formed Maysles Films. While making award winning nonfiction documentaries like SALESMAN (1968), a study of down-on-their-luck Bible salesmen; GIMME SHELTER (1970), an account of the Rolling Stones’ Altamont concert that unexpectedly captured a stabbing on film, and GREY GARDENS (1976), a portrait of reclusive relatives of Jacqueline Kennedy Onassis, in their decaying Hamptons mansion, Maysles was also making award winning commercials for companies like IBM, Shell Oil and Merrill Lynch.
One of the early creators of what was known as direct cinema, Albert Maysles was among the very first to bring the documentary style to spots, capturing life as it unfolded before the camera without scripts, sets or narration, a nonfiction style he still favors today. Maysles takes an organic approach to his craft, using charm, intuition and years of his observation of the human condition to capture moments that ring absolutely true.
“A lot of it comes down to knowing that your discretion is such that [you’re] fully being responsible for taking the life of these people in your own hands and representing them truly, knowing you can do that and feeling confident that it’s right to do so,” said Maysles. “Then that confidence generates itself so that when people look at you, even for the very first time, they feel, ‘ok, well this guy can be trusted.’ It’s the look and it’s the heartfelt empathy for the people you’re filming that makes it work.”
Loretta Jeneski, Nonfiction Unlimited Partner and Executive Producer said, “I’ve always admired Albert. He was one of the first to really understand how powerful it could be to bring a documentary approach to commercials and he continues to be one of the directors that really get that. Hope to honestly capture the human condition. I was flattered when Albert called.”
Albert Maysles has been capturing honest human portraits for decades with current projects including the documentary IN TRANSIT, capturing the travelers’ stories about where their trip will lead, and FROM THE MOUTH OF BABES, where Maysles captures the spontaneous conversations of young children talking about the surprising topics of life, love, and how to make the world a better place. Maysles also recently partnered with Martin Scorsese and reunited with the Rolling Stones as one of the shooters on the documentary SHINE A LIGHT and also is in production on an a series piece for Ovation TV featuring photographers Bruce Davidson, Brigitte Lacombe, Jay Maisel and others.
At Nonfiction Unlimited, Maysles joins a roster of documentary filmmakers, which includes notable Sundance and Academy Award winners Rob Devor, Steve James, Barbara Kopple, Stacy Peralta, Ondi Timoner and Jessica Yu. The company, founded in 1996 (then Nonfiction Spots), produces commercials and new media projects. Clients have included Adidas, Anheuser Busch, BP, Coke, Columbia Sportswear, Dove, Ford, Hitachi, Intel, MasterCard, Nike, Nokia, Sprint, Target, the U.S. Army & Navy, Vans, Verizon and Visa.