The Directors: Kevin Fitzgerald

Kevin Fitzgerald likes travelling, funny stories, live music and dogs, swimming, ice cream, the Springboks and pizza, being on set, winning a bet and think mist, making pictures, road trips with his wife and Tom Waits, Polaroids, Friday nights and giving frights. Things Kevin doesn’t like: liver, toothache, running out of toilet paper, getting frights, delayed flights and snake bites.

Name: Kevin Fitzgerald

Location: Cape Town, South Africa

Repped by/in: Carbon Films in Cape Town

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them? 

Kevin> A strong concept is always attractive. Added to that I personally love scripts that call for a great performance.

LBB> How do you approach creating a treatment for a spot?

Kevin> Treatments are a dance because on the one hand I am interpreting a story in my own way but in the back of my mind there is that question: “what is the agency looking for”? Typically I try to be true to what I believe is best for the job.

LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

Kevin> It always helps to have as much context and insight as possible. We take nothing for granted! Often the nuances of a culture or religion are overlooked and can lead to some embarrassing mistakes so I try to get as much information as possible from the agency. They are normally well versed in the risks.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Kevin> Ah there are so many and they are all important. As a director if you neglect any of the relationships, be that with your agency, client or crew members you risk failure.

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

Kevin> I come from a photography background so visual quality is important but I am most inspired by performance. For me a great performance makes an ad watchable and memorable.

LBB> Have you ever worked with a cost consultant and if so how have your experiences been?

Kevin> Yes and it was pretty easy. I have nothing to hide.

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?

Kevin> Celebrity cast member who cut her hair half way through a production. I told her she looked gorgeous and carried on shooting. What else could I do?

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Kevin> In the past I think I was a bit overprotective of the idea. I have come to love and respect the art of collaboration so it does become easier. That said I am not above fighting for something I believe in.

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work?

Kevin> I’m definitely not a tech geek but having said that, I embrace any technology that helps to make ads easier to make. That said, I believe that a good idea/story transcends any technology.

LBB> Which pieces of work do you feel really show off what you do best – and why?

Kevin>

Tracker – Ray

This was such a wonderful experience. The story of Wylie Pitman, the man who taught a little blind boy to play piano and in so doing unleashed the incredible Ray Charles on the music world. 

It was a performance challenge, a fantastic art direction opportunity and just a great job to be a part of.

 

Unisa

This spot is all about the power of understated performance. 

The challenge was to illustrate how important Unisa (University of South Africa) is in redefining people’s lives. Unisa’s correspondence based education brings hope and joy to people that would never be able to afford full time study. Honestly, it was a privilege to work on this job.

Wimpy/Engen – Love Story

A simple human story. Boy sees girl, gives it his best shot and fails… or does he?

BMW

This was such a bold, uncompromising move by the client. We focused on the driver rather than the vehicle, setting up a test pilot environment which reflected then on the unique nature of the M3. 

For me it was about great casting and exceptional art direction.