One of the first commercials helmed by director Gregory Maya was a spec spot called "Open Your Heart," for the Fresh Air Fund. The ad helped launch Maya’s career as a director, and was honored in the speculative category at the 1996 Association of Independent Commercial Producers (AICP) Show, at the Museum of Modern Art (MoMA), New York.
Shot in black and white, "Open Your Heart" combined kids’ comments about how much they loved spending time in the countryside, with shots of the children jumping in the lake, frolicking with animals and picking flowers. It was just the break that Maya needed. Several months later, bicoastal/international The Artists Companyawhere he had been working as a producer since ’90alaunched him as a director.
In the past year, Maya has directed spots for agencies in the U.S. and Europe, including New Jersey energy provider Public Service Electric & Gas (PSE&G) Company’s "Residential" and "Commercial" via Merkley Newman Harty (MNH), New York; Toyota’s "Mother and Child" via Saatchi & Saatchi LA, Torrance, Calif.; and "Montage" for Germany’s ARD Lottery via McCann-Erickson, Hamburg. He is now working on a multi-spot campaign for International Paper via Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.
During his three and a half years as a director, Maya has cultivated a reputation for bringing out the best performances in people. "Without saying this is going to be my style, my style is openly about celebrating the human spirit," he says. "If I could put my finger on what type of work is attracting me in the commercial business and what ends up on the reel, it’s that."
As to how he manages to get such great performances, Maya maintains that it starts with the casting. "I’m attracted to those people who are the most natural and look comfortable in their own skin, and it’s usually there in the casting tapes," he explains. "It’s also about creating a very comfortable atmosphere on set. I don’t think I’m very threatening with actors. My whole thing is collaboration, starting with the agency, the DP, through to the cast, encouraging everyone to do what they do best without feeling threatened or uncomfortable. I also think part of that is being passionate about the projectathis starts at the top and seeps down to every level. So if the director is passionate about the commercial, then everyone is able to put in their best effort."
