Jeremy Warshaw, a director of real-people spots, has joined Maysles Films, New York. Warshaw was previously represented for commercials by New York-based The Observatory, a company he founded in ’93 where he was president/director. At press time, Warshaw was helming his last ad via The Observatory, a shop that will remain open to produce non-spot projects, including marketing films for companies and charity organizations.
Warshaw’s spotwork demonstrates a sensitive approach to his subjects, using a visual style that incorporates layers of color and black and white. Warshaw has directed real-people spots for corporate and non-corporate entities ranging from Dodge Neon’s "Chicken Salad," via BBDO Toronto, to "Partners," an in-house PSA for the Gay & Lesbian Alliance Against Defamation, both produced by The Observatory. The latter piece combines archival footage with contemporary scenes of intimacy in the lives of two men who have grown old together. No matter who the client is, Warshaw said that directing real-people spots is a combination of building trust with subjects while remaining agile enough to catch impromptu moments.
"I think it’s incredibly hard to do a good real-people commercial because you don’t know what the script’s going to be, you’ve got to keep the energy of the talent up as much as you can, and you’ve got to shoot it in a way that looks interesting," he said. "I pride myself, I think, on my ability to get a good performance out of someone. Because I’m small and I’m British, I’m not intimidating, so people are generally very comfortable around me."
Warshaw enumerated three reasons as to why he signed with Maysles. First, Warshaw explained, was that the company knows how to sell real-people directors to clients. "I didn’t want to join a production company where I would be the only reality guy and they didn’t understand how to present me," he said. "At Maysles Films, they understand how to present you and they speak your language."
Citing the company’s long and respected history of documentary films and spotwork, Warshaw added that the company would also provide the support that he needed as a real-people spot helmer. Since the genre, he observed, is not a science, the production company needed to ensure that clients give the director enough leeway to gain the raw material necessary to complete a spot.
Warshaw said his third reason for joining Maysles was the vision that executive producer Julie Weinman has for the company. "In the last year that she’s been there, she’s made some very important changes that I think will change [Maysles] from, as she puts it, ‘your mother’s Maysles,’ to something a lot more contemporary and innovative."
Weinman said that Warshaw’s strengths were evident in his approach. "When you look at Jeremy’s reel, you see clearly that truth is more riveting than fiction and that non-fiction style spots can provide the emotional edge that creates stunning advertising." Weinman added that the signing of Warshaw rounds out Maysles’ roster of documentary spot directors. "Our goal is to build this company as a place where every genre of non-fiction filmmaking is available," Weinman noted. "Each of our directors have their own individual styles." Warshaw joins directors Susan Froemke, David McNamara, Jerry Stifelman and Gilly Barnes.
Warshaw’s recent work includes "Rib Doctor" for K.C. Masterpiece Barbecue Sauce via Young & Rubicam, San Francisco; Delta Airlines’ "The Dirty Bird" via Saatchi & Saatchi, New York; and Lenscrafters’ "Hal’s Story" via Deutsch Inc., New York. All of the spots were produced by The Observatory.
As SHOOT went to press, Warshaw was in Florida, shooting his earlier alluded to final spot to be produced by The Observatory. The commercial was commissioned by Cincinnati-based Procter & Gamble’s Pampers via DMB&B, New York. In July, P&G will be donating a portion of Pampers sales proceeds to Give Kids The World, a charity organization based in Kissimmee, Fla., that provides a retreat for terminally-ill children who want to go to Walt Disney World. For the spot, designed to bring attention to the charity, Warshaw was filming a young boy visiting the retreat who is stricken with cancer.
Warshaw began his career as an account director at Saatchi & Saatchi, London, where he worked from ’78-’81. After a three-year stint as a group account director at Bartle Bogle Hegarty, London, Warshaw worked as an account executive at Saatchi & Saatchi, New York, from ’85-’92. He began his foray into filmmaking when a friend at agency Angotti, Thomas, Hedge, New York, asked him to make a short film in preparation for a pitch to a liquor company. To complete the assignment, Warshaw corralled an NBC cameraman to shoot documentary footage of drinkers on a weekend. The agency was so pleased with the material that they asked him to film an additional marketing project.
Warshaw later launched The Observatory to take advantage of this filmmaking niche. Since the first film, Warshaw directed 140 marketing films for various companies. That experience eventually led to directing commercials in ’95.
New York-based Peter Green represents Maysles Films on the East Coast. Ellen Knable & Associates, Los Angeles, reps the company on the West Coast and in the Midwest.
