Director's Works
ABC iview, A Jest, Surely Sam Hibbard
Sam Hibbard draws on sharp observations of urban eccentrics and suburban oddities to find the strange in the everyday. Because he knows that the best ads don’t feel like ads at all. His distinct brand of surreal comedy started as a copywriter at Fallon, Grey London, WLTBWA, Nonstop and FP7. When he realised he was going to be one of those annoying creatives who won’t let the director do their job he sidestepped into directing with campaigns including “Tiny Whale” for Babbel, “Nothing to Hide” for Absolut, and “The Smell of Spring” for Hornbach. Sam’s narrative work showcases the versatility of his style with an ode to middle-aged debauchery for “Best Hugs” by Dram, unlikely love in “Onion” for Samsung and the short film “Stepney Line Dancer”, a touching tribute to London counterculture. Recently he’s directed work for Iceland Air, KFC UK, Dominos UK Supercheap Auto and ABC iView.
In 'A Jest, Surely', period drama characters lament the fact that the streaming platform they’re on is about to get canceled. The director gave the spots the paramount authenticity of world-class cinema. Production was treated like Film/TV drama with script read throughs and rehearsals, and the director worked with actors/agency to develop the script. Casting was about more than looking right for the part; combinations of actors were auditioned together to find the best chemistry. Camera coverage was constructed in the style of film and television rather than commercials.