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Johnny Hardstaff

Profession

BA Graphic Design Alumni

College

Central Saint Martins

Biography

Director / filmmaker / image-maker Johnny Hardstaff imagines and executes contemporary stories for brands, fashion labels, recording artists and film and game studios.

Originally a Saint Martins School of Art graphic design graduate, Johnny started directing in 2000 (with 'History of Gaming' for Sony PlayStation) making it onto the Cannes New Director Showcase a year later (with the follow up - 'Future of Gaming'). In 2001 he crafted the two track special promo 'Pulk Pull Revolving Doors / Like Spinning Plates' for Radiohead and since then his graphic influence has been prevalent in two decades of mass-media work (Twentieth Century Fox, BBC, MTV, Honda, XBOX to name just a few), winning Golds at Cannes, D&AD, The British Arrows and many others.

In 2010 Johnny wrote and directed 'DarkRoom', part of the unique Cannes winning Philips 'Parallel Lines' project. In 2012 Johnny directed (and co-wrote) several strands of a hugely successful integrated campaign to promote Ridley Scott's feature film Prometheus, including 'DAVID' starring Michael Fassbender and 'Transmission' featuring Idris Elba and in 2013 Johnny conceived (Cormac McCarthy rewriting) and directed The Counselor promo 'Hand' for Ridley Scott, again featuring Michael Fassbender with Natalie Dormer.

Most recently Johnny has written and directed online branded entertainment (see his Gucci film featuring dancer Michael Clark), directed commercial advertising (Ferrari, Audi & Kia amongst many others), directed documentary advertising (Toyota 'Drop by Drop'), shot frontline reportage (NHS ‘Small Film’) and crafted long format music videos (see his 3 track Jimmy Whoo promo 'Motel Music Part.II' starring Theo Cholbi).

While central to much of Hardstaff's output is his dual focus on performance and production design (a keen draughtsman, Johnny likes to carefully design the worlds that he imagines and directs, his detailed sketchbooks featured in numerous monographs on the subject), increasingly Hardstaff also thrives on the immediacy of unscripted exploratory documentary projects (Gucci / Toyota / NHS) where he looks to find the story as he shoots.

Whether commercial or non-commercial, short or long format filmmaking, still or moving image; Johnny likes to craft original stories for modern audiences. Treading the line between art and predominately commerce, Hardstaff's work has been exhibited at creative institutions around the world including Tate Modern, MOMA, the Museum of Contemporary Art in Chicago, Laforet in Tokyo, the ICA, the V&A and other significant cultural institutes. Johnny Hardstaff lives in London and works worldwide.

Visit Johnny's website‌

Interview

Why did you decide to study at Central Saint Martins?

I didn't really understand what Saint Martins was. I hadn't attended an open day or visited, and I didn't know anyone who studied there, and yet there was no other institution I was prepared to apply to. Saint Martins felt like the deep end of all things fashion and design. It felt dangerous, like something could and would happen. It felt perfect.

What was the best bit about living and studying in London?

London is the best bit about living and studying in London. I still think it's the most creatively subversive capital city anywhere in the world.

What top tips would you give to students who are beginning their studies?

Be dangerous. Be subversive. Be unique. Confound and confront. Have an agenda. Have a mission and stick to it. Be ready for a fight.

And for students about to graduate?

A: No one owes you a thing. You have to do it all yourself.

B: Understand the law of averages.

C: Very simply, just make work that no one has ever seen before.

What are you up to now? How did you get there?

I direct and design short films, commercials, music videos and the like. I got to do this by working extraordinarily hard, and then remembering to show someone this hard work.

How has Central Saint Martins helped in your chosen career path?

Saint Martins instilled a degree of self-sufficiency and confidence. Confidence above all else has helped me. Knowing the value of my creativity.