The new year has brought a new director to MindsEye in the form of Amelia Hashemi.
A former casting director, Hashemi now switches between short films and commercials with ease. Suffice to say, her reel brims with the kind of naturalistic performances and emotional depth coveted by the ad industry these days.
Hashemi's assured touch is evident in a trio of ads for VW and the Motability Scheme. 'Success', 'Raisins' and 'Brother and Sister' all feature characters who are often sidelined in car advertising, yet deserve to have their respective journeys recognised.
In 'Success', MindsEye's new signing captures the positive rush that follows a triumphant job interview, and the viewer feels each joyful gesture of the disabled protagonist as he celebrates his new start.
It's a charming performance from actor Christopher John Slater, especially as he gathers his thoughts before dialling mum… and then having to calm her down because she's more excited than he is. Expect to see more outings like this from Hashemi soon.