Jason Zada was featured in Ad Age and Creativity’s latest trend report exploring what it takes for brands to “do good Facebook.” Read more on Digital – Advertising Age >
Tool People
Director J.J. Adler, agency john st Toronto, and Tool with Radke Films collaborated on a series of promo videos featured on the newly launched Granny Call Center.
The Richards Group released Bridgestone’s ad teaser in advance of Super Bowl XLVI.
Read more about Bridgestone’s Ad Campaign on Adweek.
Robert Richardson received his seventh Academy Award Nomination for Cinematography in the motion picture Hugo, which leads the Academy Awards with 11 nominations.
*Read about all of Richardson’s Oscar Nominations on the Academy Awards website.
1. Take This Lollipop – Category: Experimental – Director: Jason Zada -
View the website here >
2. Ellie Goulding “Lights” – Category: Motion Graphics – Interactive Director: HelloEnjoy – View the website here >
3. Screw*D – Category: Business – Director: Matt Ogens – View the website here >
The winners in each category will be revealed at the 15th Annual SXSW Interactive Awards Ceremony on Tuesday evening, March 13 at the Hilton Austin Downtown.
View all the SXSW Interactive Awards Finalists here >
Erich Joiner & Butler, Shine, Stern & Partners: Epic two-minute cinema ad springs from six words written by a fan of the auto brand.
Read more about the Top Spot of the Week on SHOOTonline.
Read more about the Mini cinema ad on Adweek.
Tool People
Award-winning director Tom Routson is returning to Tool after a one-year stint at Moxie. Routson has directed a slew of wildly popular and acclaimed advertising campaigns, including Budweiser and Got Milk?, to name a few. His commercial work has garnered hardware at Cannes, Clio, and AICP shows, and is included in the permanent collection of New York’s Museum of Modern Art. Prior to joining the production world, Routson worked on the agency side of the business as a creative director at Goodby Silverstein and Partners.
Tool People
*Read more about the feature in the Communication Arts January/Febuary 2012 Annual.
Jason Zada’s “Take This Lollipop” ranks on the list of AdFreak’s Top 50 Stories of 2011.
*Read more about the 50 most-read stories in 2011 on Adweek.
*Read the full story about “Take This Lollipop” here.
*View the Case Study Video.
Tool People
Tool People
Dustin Callif has been elected as the new president of AICP Digital. Brian Latt is now serving on the AICP West Board and was elected to serve on the National Board as the West Board’s representative.
Tool, the rapidly expanding digital and live-action US-based production company, and award-winning, UK-based production company Mustard are joining forces. In a newly inked reciprocal partnership, the London-based Mustard – which has a history of successful collaborations with US-based production companies and directors – will represent Tool’s ever-expanding roster in the UK and Amsterdam for commercials and digital projects, while Tool will play the same role for Mustard’s diverse set of directors in the US.
“Craftsman “Screw’d” is a new project with Live Action Director Matt Ogens and Interactive Director Grant Skinner, produced by Tool and Y&R Chicago.
*Check out the Craftsman Screw*d website.
*See the full episode of Jimmy Kimmel live! that aired on 9/27/11 here.
Tool People
Kohl’s “Just Another Day at the Office for Jennifer Lopez” debuted at #1 on the Ad Age Viral Video Chart with over 2 million hits!
Read more about Kohl’s campaign as featured on Creativity.
Check out Director Erich Joiner’s entire campaign featuring both Jennifer Lopez & Mark Anthony here.
Tool People
Based on the strength of his Shots-featured 2010 work—Bud Light “Clothing Drive” and Newport Beach Film Festival “Drama” — Erich scores well into Shots’ top-20 league for commercial directors as the 8th seed. Check out the rankings here.
Read more about Erich in his Shots’ Source contributor feature.
Tool People
Tool People
October 26, 2010, Dustin joins an AICP Conference panel in NY to discuss the topic: “An Inside Look At Digital Creative Models.” Joining fellow industry leaders from Big Spaceship, Goodby, Sliverstein & Partners and Firstborn, the panel is an exploration and explanation of the creative process as it applies to interactive production from companies that have developed or evolved from different disciplines. Also includes a look at successful methodology, and what the future holds.
Link: An Inside Look At Digital Creative Models
Link: AICP Conference Homepage
Tool People
“Engagement Entertainment” was the topic for Dustin and Jason at this year’s Creative Review Click Conference in San Francisco. The presentation included a discussion of new forms of interactive entertainment and advertising that are out there pushing the envelope—from multi-touch storytelling to social entertainment and the live web.
Jason and Dustin were able to offer their first-hand experiences on both “Touching Stories,” an iPad app featuring four interactive films and “David On Demand,” a real-time, social media broadcast from the 2010 Cannes Advertising Festival.
“It’s such a relevant topic that it was nice to be able to talk about some of the experimenting that’s going on out there,” Dustin said after their presentation. “I’m glad that Jason and I were able to share our experiences and give a more in-depth look into two of our recent projects in this area. There was an amazing group of people at the conference. Hopefully, we get to do it again next year.”
“Waiting for Kovalchuk” a satire on modern day sports contracts, social media and hockey fans—written and directed by Tool’s own office manager – Chris Kaliszewski—has been generating a buzz in the hockey world and getting attention from Yahoo Sports, Montreal Sports Radio and the Wall Street Journal.
Tool People
In between solving problems and making things happen at the Tool office, Office Manager/Aspiring Director, Chris Kaliszewski recently wrapped shooting of a short film entitled,
Tool of North America Director Harry Cocciolo just completed work on a hilariously irreverent spot promoting Oxfam America via 15 Ideas Chicago.
The :30 features a prim woman, who begins the spot seated on a beautiful living room sofa with her daughter, expressing her earnest shock upon having discovered that she could fight hunger and poverty simply by “giving a $%@#.” She ventures out into the community, encouraging dignified and shocked passersby to join her in giving a $%@# as she picks up her dry cleaning, pushes a child on a swing, and rides through a residential neighborhood in an ice cream truck.
The synthesis of the imagery of everyday chores with the brazen and incongruous narrative results in an unforgettable, attention-grabbing message that concludes with an appeal to visit OxfamGifts.com and buy gifts that contribute to Oxfam America’s efforts to fight poverty.
Client: TGI Friday’s
Spot Title(s): Cranky Guy, Getting Ready, Pit Stop
Air Date: September 2009
Agency: Publicis NY
GCD: Simeon Roane
Art Director: MaryAnne Infante
Director of Broadcast Production: Nadia Blake
Assistant Producer: Tim Bierbaum
Prod Company: Tool of North America
Director: Sean Ehringer
DP: Marten Tedin
EP(s): Brian Latt, Jennifer Siegel
Line Producer: Lauren Bayer
Production Designer: Janet Nelson
Editorial: Mackenzie Cutler
Editor: Dave Koza
Assistant Editor: Mike Rizzo
Producer: Melissa Miller
Telecine: Company 3
Colorist: Tim Masick
Assistant: Drew Geary
Post/Effects: Schmigital
Lead VFX/Smoke Artist: Jimmy Hayhow
After Effects: Adrianna Merlucci
Sound Designer: Sam Shaffer
Stereo Mixer: Sam Shaffer
5.1 Mixer: Rex Recker @ Audio Engine
Tool of North America recently hired industry veteran Dustin Callif as head of digital content for their newly formed Digital division, significantly strengthening the company’s online and interactive services. Callif will lead the growth of the division by expanding its creative roster and working closely with advertising and interactive agencies to develop interactive live-action content.
Callif brings 10+ years of digital marketing experience and an undeniable passion for the interactive space to Tool’s operations. He has overseen more than 100 digital media projects across all digital platforms, including work with Qantas Airways, Tourism Australia, Carl’s Jr., Hardee’s, NBC/Universal, Hitachi, Citibank, and Sun-Maid Raisins, among others. Callif has been recognized by the Yahoo! Creative Summit, OMMA, and the Davey Awards. He serves as a judge for the Webby Awards and has spoken at many high-profile interactive conferences in addition to holding a membership at the International Academy of Digital Arts and Sciences (IADAS).
“As we continue to grow the Tool brand by expanding our digital business, we want to find the best people out there,” noted Tool EP, Jennifer Siegel. “Dustin has been turning out some of the best stuff around for the past decade, and we’re excited to add his considerable diverse strengths to our team.”
“Tool is looking to do something special and I feel privileged to be a part of it,” stated Callif. “There’s a tremendous opportunity to significantly evolve live-action interactive content, and I don’t think there’s a better place for me to contribute my talents than Tool.”
Prior to joining Tool, Callif spent several years as co-owner of Spacedog, where he played an integral role in negotiating the acquisition of the company by the second largest advertising holding company in Asia; led the digital marketing strategy for all clients and new business prospects; and led the company’s growth strategy into a full-service digital agency, helping to expand the business and create a bicoastal presence. Callif also spent time at EZFlix and the Digital Entertainment Network where he produced some of the web’s first branded content and online-based entertainment content.
About Tool:
Tool of North America is known for its mastery of “very, very short films, with blatant product placement.” The aptly-named production company serves as an implement, enabling directors to discover-and then endlessly rediscover-what they do best. Tool’s talented roster and knack for delivering laugh-out-loud comedy and arresting visual style engenders advertising’s top honors. Well-established in the integrated media arena, Tool serves as a resource for agencies, collaborating with creatives to develop compelling content.
Tool’s directors hail from diverse disciplines, including still photography, Academy Award-winning cinematography, documentary filmmaking, British TV comedy, and top agency creative posts. This diverse pool allows Tool to approach every project with a spirit of handcrafted excellence.
LATEST NEWS
Facebook 101: Is Your Brand Worth a Like? — Jason Zada Featured in Ad Age & Creativity
Jason Zada was featured in Ad Age and Creativity’s latest trend report exploring what it takes for brands to “do…