David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

MAX FISHER JOINS KNUCKLEHEAD.
20 November 2019

Director Max Fisher has moved to Knucklehead where he will be represented globally through their London and LA offices.

A director we've followed closely at DAVID, Fisher is a considerable talent who has been steadily climbing through the ranks since he first came to our attention.

A former youth worker, Fisher began making documentaries and long-form TV before turning his attention to the world of advertising. This background has provided him with an innate gift for delivering that most prized of attributes – authenticity.

Having met Fisher on a number of occasions, DAVID can confirm that his driving focus is paired with an unusual affability, and we have no doubt that he is an absolute delight to work with, as we have often heard.

Knucklehead's Tim Katz shares that view: "Max is a hugely talented director who loves what he does. His energy, passion and excitement for the process is infectious, and whenever he's on set he's just smiling. We love that, and the fact that he does great work. Also, he worked briefly as an Avon Lady which is a probably a first for us at Knucklehead."

Fisher himself says of his new gig: "Knucklehead has a creative energy which really excites me, they just felt like the perfect fit for my work and where I want to take it."

As a sample of his work, here are his Top 5 commercials according to the user ratings at DAVID:


1) Guide Dogs - We Need Each Other (2019)

This film promoting the need for Guide Dogs makes its point very sweetly. A little girl is providing a running commentary as she plays football but it doesn't seem out of the ordinary - just an exhibition of her excitement. But, when you realise why she's doing it, it melts your heart. Her blind father is stood on the sidelines 'watching' her play and is able to keep up with the action via her enthusiastic narrative.



RATE IT YOURSELF HERE



2) Sky + - Ginger Pig (2012)

Never mind all the fuss about Mercedes's interactive ad during this weekend's X Factor, the most outstanding commercial to run during the programme was this excellent piece for Sky. Initially appearing to be an ad for a new sausage called 'Ginger Pig', it soon becomes clear that we're looking at something else altogether.



RATE IT YOURSELF HERE



3) Lloyds Bank - Get The Inside Out (2018)

Lloyds Bank draw attention to invisible disabilities in this compelling ad. The film was created after the brand won the Channel 4 Diversity in Advertising Award, and sees celebrities and ordinary people alike playing an unusual version of the post-it note game. It's a neat way to highlight misconceptions about mental illness, and is sure to spark some much-needed conversations between viewers.



RATE IT YOURSELF HERE



4) Royal Navy Reserves - Wednesdays (2016)

More than any previous recruitment film for the reserve wings of our armed services, this portrays the visceral excitement of the time you might spend with them. But it does so with responsibility... there's no glorification of combat here. It's about taking self-fulfilment and creating an area of your life which differs from the humdrum of day-to-day living.



RATE IT YOURSELF HERE



5) Co-op Supermarkets - Christmas is Coming Together (2017)

The Co-op party like it's 1999 in their Christmas ad. Choirs, school bands, and rugby teams cover snippets of Blur's ‘Tender' before joining forces. Despite such disparate styles, the supergroup does Damon Albarn and co. proud. Diverse and melodic, the film brims with community spirit. There's plenty of mouths to feed - fortunately, the supermarket have the catering sorted.



RATE IT YOURSELF HERE



For more on Max Fisher, contact Annabel Kennedy on 07961 405154 (annabel@knucklehead.tv) or Claire Leaver on 07884 053740 (claire@knucklehead.tv).

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.