Maya Jama shines for Joe & The Juice
Untold Studios' Charlie Sarsfield directs Maya Jama in Joe & The Juice's latest campaign.
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On the surface, it’s Maya Jama fronting a hyper-stylised newsroom, selling matcha with that effortless, shape-shifting charisma she’s built a career on.
But the real story behind Joe & The Juice’s latest drop isn’t the concept, it’s the system running underneath it.
At the centre is Charlie Sarsfield, Untold Studios’ award-winning director, who’s been working with Jama for over 16 years. That kind of longevity isn’t trivia, it’s infrastructure. Because this isn’t a director-talent dynamic. It’s a loop.
Sarsfield doesn’t just direct performance, he plugs into a tight, repeat network: talent, brand creatives, production teams. People who’ve worked together long enough to stop explaining and start reacting.
For this campaign, the newsroom world came out of the brand side with Creative Director Adam Parker. But it didn’t stay locked on the page. On set, it flexed. Jama moves between characters, tone shifts on instinct, and the structure bends around her instead of boxing her in. That’s the point.
Credits
View on- Agency Love Walk
- Production Company Untold Studios/London
- Director Charlie Sarsfield
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Credits
View on- Agency Love Walk
- Production Company Untold Studios/London
- Director Charlie Sarsfield
- Executive Producer Mike Heath
- Producer Freddie Barrass
- Color Black Kite Studios
- Color Producer Jamie McCubbin
- Colorist Tom Mangham
- Sound Killer Crab Men
- Creative Director Adam Parker / Creative Director
- Art Director Joe Munro
- DP Courtney Bennett
- Editor Tom Herring
- Talent Maya Jama
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Credits
powered by- Agency Love Walk
- Production Company Untold Studios/London
- Director Charlie Sarsfield
- Executive Producer Mike Heath
- Producer Freddie Barrass
- Color Black Kite Studios
- Color Producer Jamie McCubbin
- Colorist Tom Mangham
- Sound Killer Crab Men
- Creative Director Adam Parker / Creative Director
- Art Director Joe Munro
- DP Courtney Bennett
- Editor Tom Herring
- Talent Maya Jama
Sarsfield’s work lives in that in-between space, where ideas aren’t precious and performance isn’t micromanaged. The system absorbs what happens in real time and pushes it further.
And that system isn’t accidental. It’s built on repetition: the same collaborators, the same shorthand, the same trust. DPs, creatives, production, all dialled into how Sarsfield works, all moving at the same speed.
So when Jama switches gears mid-scene, it doesn’t feel chaotic. It feels designed. Not because it was planned that way - but because everyone involved knows how to catch it when it happens.
The result? Something that looks loose but isn’t. Structured, but never stiff. Because in this kind of work, authorship is blurry. It’s not about one vision, it’s about how many people in the room already know the rhythm. And how fast they can move when it hits.
