Johnny Cohen
After five years in advertising as a copywriter, during which he won numerous
local and international awards, Johnny began directing commercials at the age
of 23. More than a decade on, he has worked in Australia, New Zealand,
Canada, France, Belgium, Italy, Germany, Austria, Poland, the Czech Republic
and South Africa - shooting for a diverse range of clients, from Coca Cola to Mercedes Benz: via fashion, banks, mobile networks, beauty and confectionary.
As a keen observer of human nature, Johnny goes to great lengths to bring the ideal performance out of actors and believes the best way to achieve this is
right behind the camera, not seated at the monitor like many of his
contemporaries.
Whether it is high comedy or a slice of pure reality his clients
are looking for, Johnny feels composition and camera movement are as vital to the success of a commercial as great acting performances: an approach that seems to be working, judging from his commercials featured on SHOTS and
the awards he has won over the years - including a Cannes Bronze Lion.
For Johnny, the concept is everything. So he believes firmly in making sure the
execution enhances, rather than overshadows it. Sometimes a script needs an incredibly simple, classic treatment - to allow the audience to simply breathe and absorb the message. Other times, the goal is to grab viewers by the eyeballs and take them on a heart-stopping ride. But in every case, the central idea must be mined and brought to the surface, where it can shine.
