Acclaimed Director Maureen Hufnagel Joins Eleanor’s UK Roster–Fusing Award-winning Craft with Sharp Comedy and the Unexpected

A worldbuilding artisan, a tried and true craftswoman, a storyteller with razor-sharp humor–Maureen Hufnagel’s esteemed body of work astonishes audiences with epic crescendos and intimate details. 

In joining Eleanor’s UK office, Hufnagel steps into the London market, expanding her artful eye and clever humor to connect with a new audience. 

This thrilling step comes hot off the tails of Hufnagel’s lauded Intimate Strangers campaign for Coca-Cola, a cinematic, heartwarming ode to the uniting joy of football. 

“This story sprung from the idea that, watching football, people that don’t know each other suddenly are the closest,” said Maureen. “That contrast between unfamiliarity and intimacy was the heartbeat of the story. I wanted the characters and their shared joy to drive the narrative.”

Honored by the Cannes Lions, Clios, Ciclope, the Berlin Commercial Festival, and Diente Awards, Hufnagel’s accolades speak to her renowned talent for astonishing global audiences.

“Launch,” for example, submerges audiences in a running sea of fans, nodding to an array of Max’s distinct cinematic realms with a humorous twist. 

The cheerful wave of a pink-clad Barbie fan, the exhausted grimace of a commuting Targaryen, even with a behemoth project, Maureen’s visionary attention to detail and peppering of comedy is what brings this gargantuan adventure to life. 

Maureen explained, “Yes there was this mass of people, but, we really focused on every little detail for this project. We carefully selected the cast to look like characters from each cinematic world. We put a lot of work into the makeup and the Last of Us prosthetics. There are a lot of easter eggs linked to many other Max shows that are not listed to discover. The moments of humor, like the little dog in a House of the Dragon costume were key to really engaging with the audience.”

It is Maureens’ dedication to craft that pours vibrant life into the small, human details of even her most epic, most expansive films.

Ever on the edge of their seat, audiences watch Maureen’s visual poetry wowed by the compelling narrative momentum she crafts and inspired by her deft use of visual metaphor. 

A lyrical exploration of our life’s landmark decisions, “Point of Departure” submerges us in a train station that brings characters to their destinies. Maureen’s poetic execution of this incredible concept takes audiences on a profound cinematic adventure.

“This project was very metaphorical and very layered,” said Maureen. “The visual storytelling was an expression of the emotions of the characters feel in this moment of decision. For example, we had red light and a heartbeat to represent a womb inside a train carriage for a character that was pregnant. And butterflies flitting around a character who was nervous. I wanted the audience to be really immersed in the emotional journeys of the characters.”

A former art director and CCO, Maureen’s visionary approach to projects is shaped by her illustrative eye and inside understanding of agencies. 

“I am a very visual person. When I begin working on a project, I gather references and build a visual universe, deciding the correct tone for the piece. I really enjoy the creative process, and really pour attention into every detail.” 

Contrast and contradiction are her sandbox–a realm for play and exploration that produces gorgeous narratives. 

A chain reaction of unexpected twists and turns within a staggeringly elegant visual world, “The Will,” is as artful as it is clever. Every element of visual storytelling perfectly fits together like a refined cinematic puzzle, leaving audiences breathless. 

“Orchestrating the chain of events that unfolds, the performances were crucial,” said Maureen. Comedy that is exaggerated loses its charm. It was essential that the performances were believable and subtle to really get the tone of this piece. I worked very closely with the actors to pull this off.” 

Capturing the warmth and fun of family dinners and the peaceful enjoyment of delicious food, Maureen’s tribute to Lucchetti’s 120th anniversary unfolds with an artful visual language that somehow never detracts from how grounded and genuine each moment feels. 

“I wanted to enhance the uniqueness of every family, so depicting their history with the pasta would be a showcase of their personal history. I wanted to relate to them in a non-staged way. We decided to work with non-actors to achieve this. To craft the warm, intimate tone that makes each scene feel truly authentic, it made a difference to cast and work with real people.”  

Maureen rejoices in what her future with Eleanor UK holds. Maureen says, “Eleanor is such a creative force, and I’m excited to work with a team that truly values craft and innovation. I feel a strong connection to Eleanor’s mission of pushing boundaries and championing diverse voices. The UK market is known for its creativity and its openness to new ideas, and I can’t wait to collaborate with brands here to create something that resonates on a global scale. I believe this is just the beginning of a new and exciting journey.”

“Maureen’s mastery of intricate visual storytelling and her ability to weave sharp humour into even the most ambitious projects sets her apart,” said Eleanor UK Managing Director Kate Elson. “She brings a level of precision and creativity that turns every frame into a captivating moment. I’m beyond excited to welcome her to the Eleanor family.” 

With great anticipation, the UK commercial sphere has its eye on Maureen Hufnagel, eagerly awaiting what ambitious craft and witty humor her future in the London market holds.