Inside the Absurd and Brilliant World of Director Greg Bray
Character based humour, and nuanced character performances is the best way to describe Greg’s work.
With a keen eye for casting, and a love of meticulously crafting cinematic worlds - Greg’s true strength lies in his attention to details and dedication in bringing the idiosyncrasies of human behaviour to the screen.
A lover of the the awkward, the absurd and the downright bizarre - Greg’s drive to produce films that entertain the viewer and communicate in a remarkable manner for the brand is paramount.
Greg’s collaborative approach to bringing an idea to life and film making in general is driven by his dedication to challenging conventions and pushing the boundaries.
Often wacky, his commercials are always memorable, and always to the point. Clients include: Old Spice, VW, Subway, Samsung, Veet Men, KFC, Burger King and many more.
Q>What are some upcoming projects that you're excited about? Tell us a bit about them?
Greg> Thanks for asking - I’ve recently shot my first job for the Irish market with the wonderful team at Rubberduck, in Dublin.
A fun project for the Sustainable Energy Authority of Ireland. The project was a cracker from beginning to end - and the process was great.
SEAI - Sean's Journey 30
I was lucky enough to have the amazing Helen Barry Duke producing it with me (she really supported my ideas, and made sure I was constantly armed with the best sandwiches Baldoyle Industrial Estate has to offer - each and every day.) In fact the entire team at Rubberduck were such great support - in every aspect. As a director it’s all about working together and this project was all about that.
Casting was handled by the incredible Shauna Griffith - she spoilt me with some amazing talent and wonderful faces! Rubberduck teamed me up with the amazing Mark Geraghty, Suzie Coen, and the talented Ignas Laugalis on camera! It was a such a great experience overall, I cant wait to get back.
I’ve also been keeping busy in the German and French markets. Both projects still in post production - will share when I can.
Aldi - Special Buys
Q> What excites you in the advertising industry right now, as a director? Any trends or changes that open new opportunities?
Greg> AI is the obvious change that is coming down on all of us - the speed at which this is progressing is undoubtedly insane. I really see it as a tool - and have already incorporated it into a few projects.
Veet - Tellers of Tall Tales
Q> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?
Greg> I’m always on the look out for scripts that already have that nugget of gold in them - a bit of absurdity, a great insight or human truth.. And an opportunity to not only communicate for a brand - but entertain the viewer as well. I’m looking for creative collaborators are looking to do the same, creatives that are collaborative and looking for a director to elevate the script a bit here and there.
On this one in Ireland, Paul Ellis, and the wonderful team at Havas Dublin were game - and along with the support if the producers at Rubberduck we set out to make something memorable for the client.
KFC - Cravers
Q> How do you approach creating a treatment for a spot?
Greg> Generally I’ve already got some thoughts that would have been shared on the call with agency, and when it comes to writing, I totally love the process - for me it’s an opportunity to really think things through - and to really get my thought across - the small details, the nuances in performances etc.
Subway - Sorry Italy
Q>For you, what is the most important working relationship for a director to have with another person in making an ad? And why?
Greg> As a director, I really value collaboration and realise the importance of surrounding yourself with people who are passionate and better than me. I want to hear ideas, thoughts and I want to hear them expressed in the process. Great ideas come from anywhere, anyone - I'm the kind of director that embraces them, values them and is open for them.
SEAI - Sean's Journey BTS
Q> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?
Greg> As far as making commercials in concerned - I’m just looking for projects that cross over from communication into entertainment - I really believe that if we want the viewer to invest 20 or 30 seconds in our content - we need to give them watchable content. It’s a transaction of sorts. I really think comedy is a great way for a brand to make a connection with a viewer and am always on the look out for like minded brands and brave marketeers that feel the same.
