French born and LA based, Reynald Gresset is a director that has long since established his ability to create visually iconic films with a fair bit of emotional punch. Perhaps because his route into the shiny world of commercials came by way of documentary filmmaking and news broadcasting. Something that gave him a solid appreciation for the textures of reality and well, humanity. That in turn impacts his sensibilities as a film maker. Locations over builds. Real people rather than glossy ones. Stories that resonate and invite empathy. And yet his visuals are iconic and memorable, and his cinematography grand even as it stays true to life's imperfections. It's an impactful balance of contradictions that quickly attracted some of the best agencies in the world, directing numerous and oft-awarded campaigns for brands such as Google, Honda, Genesis, Fiat, Heineken, Vodafone, Facebook, IKEA, M&M’s, Volkswagen, DS, Universal Studio, Walt Disney, Orange, T-Mobile among others.

Asked to put Reynald in a tidy little box - we would say: C'est pas possible. His understanding of craft and ability to develop and create complex characters and weave poetic narratives seemingly has a myriad of applications. As can be seen in the work he has to his name. Some of it playful. Some of it poignant. Some of it taciturn. Some of it grand. All of it, pretty darned convincing. If we do say so, ourselves.