Feistier than fashion

Director and producer team Maia Horniak and Anna Richmond have recently worked on a beautifully executed viral spot for fashion label Cohen et Sabine, to launch its new spring/summer range. CREATIVE caught up with the duo to find out what makes them tick.

How did you get into advertising?

Anna: I started as a graduate at DDB a number of years ago and worked my way around agencies until I realised producing in a production company was where I really wanted to be.

Maia: I have been directing short films for a while and really wanted to apply my skills to ads. I approached Pod Film as it was an open-minded production company and luckily we really clicked. I felt they got my style and would be able to help me apply my film background to advertising.

How has it been starting out as young director in the industry?

Anna: Working with Maia, I realise how much determination and drive one needs in order to start up as a director. Luckily Maia had the assistance of a camera grant for a competition she won so we have been able to get out and film a variety of weird and wonderful things.

Maia: Nothing bench presses in the morning can't fix.

What keeps you sane in this industry?

Anna: I think you need to laugh a lot and not take things too seriously. I think that due to working together our sanity comes from a regular bond over a glass of wine.

Maia: Collaborating with other great creative minds to make magic happen. I keep sane by working hard and keeping my passion alive no matter what, whilst trying to have fun along the way. Although healthy insanity is pretty important too!

Most memorable moment working together?

Anna: On the latest job we did with the guys from 12:20 for Crumpler, we had to send people down a conveyor belt of a security baggage check at an airport. Logistically, that was very interesting on a shoestring budget. My eyes popped out of my head when the conveyor belt arrived, my arms are still hurting.

Maia: Yes I do like torturing Anna with lifting things occasionally. I'm a pretty hands on director so on the Cohen et Sabine spot we did, I remember a great moment where Anna was in a swamp wafting dry ice as I was waist deep in water creating a wig from seaweed.

Where do you get your inspiration?

Anna: For me, the most important thing is keeping my eyes peeled for fresh and exciting new things. This may be from the arts to everyday situations that pass by.

Maia: I'm a very visual person so any detail in everyday life can inspire me, the way light falls on trees, the way a person walks or talks or just random little moments.

Who are your mentors?

Anna: Catherine Kerr, she has been amazingly supportive. Cath is extremely creative and although she's been in the game for such a long time, to the point that there's pretty much nothing she hasn't seen, she is still able to approach every job with enthusiasm and a fresh outlook.

Maia: In the past I have worked on some incredible feature films and have been able to observe directors such as Terry Gilliam and Cherie Nowlan. I also have artistic parents, so I owe a lot to them. They always told me to get a ‘real' job and were actually quite disappointed when I started directing! It's this healthy realism and hard work attitude mixed with pure passion, which I owe to them.