​​​​​​​In this Q&A, Assaf Levy, one of South Africa’s top creative leaders, opens up about what makes a director “right” for a board and why the best scripts sometimes belong to specific voices. With over two decades in the game, a client list spanning Nike to Nedbank, lots of Chicken Licken inbetween and a trophy cabinet that includes wins at Cannes Lions, D&AD, One Show, and The Loeries (where he ranked as the 11th top ECD last year), Assaf has helped define Joe Public’s reputation for big human ideas.

‘What excites me most is the creative defiance and cultural fluency the new generation of South African directors bring to the table. There’s an authenticity, honesty, and emotional depth in their approach that I believe people in this country are craving more than ever.‘

– Assaf Levy, ECD Joe Public
 

Q: When looking at a script, what are the key traits you look for in a director to bring the idea to life?

Assaf: We look for directors whose work aligns with the style, tone, and production value of the commercial we’re aiming to create. We also take budget and timing into consideration.

Q: What makes a director feel “right” for a Joe Public project – is it craft, cultural understanding, energy?

Q: Do you believe certain ideas “belong” to certain directors?

Q: Can you tell us about a moment when a director completely surprised you in the best possible way?

Assaf: On a recent job, we needed to shorten the script by a full thirty seconds. It felt like an impossible task, but the director somehow found a way to do it. His solution seemed outrageous at first, but the way he explained his thought process convinced us of its genius. It turned out to be one of the most memorable moments in the film.

Q: How do you typically like to collaborate with directors?

Assaf: Profusely 😊 We enjoy collaborating on every aspect of the production. I find that much of the magic happens during the making.

Q: What does a healthy director-agency relationship look like to you?

Assaf: Both the director and the agency should feel comfortable giving honest feedback and constructively challenging each other. Ultimately, we are all working together to make the idea better.

Q: What stands out to you in a director’s treatment?

Assaf: I really appreciate it when a director brings an idea to life in an unexpected way, making it even better. I also value a well-thought-out, detailed, and highly crafted treatment presentation, as it shows the agency and the client how seriously a director takes the project.

Q: What’s a common mistake you feel some directors make?

Q: Do you prefer a director to try to elevate the idea, or stick closely to the script?

Q: How important is the production house’s involvement when selecting a director?

Assaf: It definitely plays a role, especially when working with smaller budgets and emerging directors. But what matters most to us is finding the right director for the board.

Q: How does Joe Public’s creative philosophy influence the type of directors you partner with?

Assaf: We are always striving to be at the cutting edge, so we try and partner with directors that we believe can help us get there.

Q: How does Joe Public approach working with emerging directors?

Assaf: We ask creative teams to give three suggestions, two can be obvious choices, but they must also throw in a wild card. They may be dismissed early on, but at least we’re looking at new talent. If it’s a massive job, of course the temptation is to go for an established director, but it is important not to be blinkered.

Q: What advice would you give to directors who want to work with Joe Public? 

Assaf: We love collaborating with directors that have a strong point of view, those who elevate ideas. You’re not just selling your directing ability, you’re selling a creative vision.

Q: What excites you most about the new generation of South African directors?

Assaf: The new generation of South African directors isn’t asking for permission. They’re not diluting themselves to fit into advertising, instead, they’re elevating advertising to meet their vision. What excites me most is the creative defiance and cultural fluency they bring to the table. There’s an authenticity, honesty, and emotional depth in their approach that I believe people in this country are craving more than ever.