“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.
*Read why Adweek chose Matt Ogens’ Mitsubishi Commercial as the Ad of the Day on Monday, October 10, 2011.
*Read more about the Mitsubishi commercial as the featured Pick of the Day on Creativity.
*Behind the Work: Welcome to the New Normal.
*Check out all three spots produced by Tool & 180 LA here.
Evan Silver won a Gold for his 2010 MTV Movie Awards On-Air Promo “The Hurt Locker / Justin Bieber” in the category Program Promotion and Tune-In: TV Spot (Single Promo) for Single Program.
*View all the CTAM Mark Awards Winners.
Read what Sean Ehringer thinks about psychology in advertising as a contributor in the Shots article.
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.
Read more about the National Geographic: King Tut campaign as featured on Adweek and Creativity.
Check out Director J.J. Adler’s entire campaign here.
In a new online reality show, Craftsman is searching for people that lack any handyman skills, but who must be willing to take on challenges while seeking DIY (Do it Yourself) knowledge. The twist is that the star of the show receives tweets from an online audience in order to help him survive in the wild, all while streaming live. The first live drop debuts today!
For background on the show, check out the teaser below:
This is a new co-directing project between Live Action Director Matt Ogens and Interactive Director Grant Skinner, produced by Tool and Y&R Chicago.
Read about the new project in The New York Times or on Tube Filter.
Read more about the ‘People For Good’ campaign as featured on Creativity.
Check out the entire campaign here.
We had a lot of fun with our guitarist for the FWAwebTV Live Stream. Check out one of his real-time dedications: Young MC “Busta Move.”
The AICP Digital chapter discusses the new responsibilities – and possibilities – of creative sourcing and production in today’s world.
Speakers:
Dustin Callif, Executive Producer, Digital, Tool North America
Justin Booth-Clibborn, President, Executive Producer, PSYOP
Vic Palumbo, Executive Vice-President, Director of Integrated Production, Deutsch
Heath Rudduck, Chief Creative Officer, Campbell Mithun
Watch the video on the Cannes Lions International Festival of Creativity website.
Tool is thrilled to announce the signing of commercial, film and music video director James Brown, formerly of Smuggler/Stink. With a broad range, experience shooting around the world, and work characterized by an expansive and refreshing variety of pulse-pounding, eye-catching, and utterly memorable visual techniques, Brown is a unique talent who considerably bolsters Tool’s already impressive directing roster.
As a commercials director, Brown has established lasting creative relationships with brands such as PlayStation, Nike, adidas and Microsoft, among others. He has also shot work for Eurostar, Vodafone, eBay, Guinness, FIFA, Rolling Rock, Coca-Cola, and MasterCard. He has shepherded numerous celebrities through high-profile projects, including Eva Mendes, Andy Richter, Michael Fassbender, Ronaldinho and Wayne Rooney.
Brown’s film work includes the interactive short Dark Ride with Norman Reedus (Boondock Saints); a half hour comedy, One Wedding and a Funeral; and two LA International Short Film Fest-featured shorts, Stuck in Traffic and An African Dream. Brown’s resume in the music video world includes videos for Faithless, Tori Amos, The Spice Girls, Finley Quaye and Apollo 400, among others.
“James is a creative visionary,” noted Tool EP Brian Latt. “I love his brand of filmmaking. He has a gift for creating a powerful visual narrative and bringing an emotional intensity to the story.”
His commercial and music video work has been nominated and won awards worldwide and has been featured at film festivals. Brown’s work has been recognized by the U.N., the Guggenheim Museum, the Webbys, Cannes, Clios, Andys, New York Festival, Epica, International Food & Beverage, Australasia, First Boards, Music Week CADS, and One Show awards.
Prior to taking up the director’s chair, Brown was a film editor at VTR in London. He also spent time as a photojournalist for the Japan Times, an experience that nourishes his work to this day. Alongside developing his photographic eye, Brown worked as a screenwriter in Tokyo before expanding his narrative range by completing a novel while traveling through Thailand.
Read more about Mr. Brown in the Creativity article.
On the heels of their FWA SOTD for the WebGL based HelloRacer, interactive directing team HelloEnjoy have put together this handy guide on the pros and cons of Unity3D and WebGL. Enjoy!
1. Sign up to vote by logging-in using your Facebook profile.
2. Click on the direct links below and vote for our director nominations in each category.
3. Click CAST MY VOTE and see the results.
4. Please vote by April 28, 2011.
Touching Stories
Click HERE to vote for this Nomination.
The Last Advertising Agency on Earth
Click HERE to vote for this Nomination.
University of Farmers
Click HERE to vote for this Nomination.
the ONION “Soccer Officially Announces It Is Gay”
Click HERE to vote for this Nomination.
the ONION “Police Slog Through 40,000 Insipid Party Pics To Find Cause Of Dorm Fire”
Click HERE to vote for this Nomination.
the ONION Humor Category
Click HERE to vote for this Nomination.
the ONION Best Copy / Writing Category
Click HERE to vote for this Nomination.
In the 2011 Communication Arts’ Interactive Annual, Tool had 2 projects selected as winners—Interactive Director, Aaron Koblin’s, Starbucks Love Project and Jason Zada’s David On Demand. The features include some interesting behind-the-scenes details, and also commentary from Executive Producer, Dustin Callif.
Read about the featured projects here.
Since we all love to “know the score,” Shots has created a top-20 league for both production companies and directors. The rankings are based on a simple point system. Check out how, in the most recent tally, Tool scored in the top ten.
Read the Shots Article.
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.
DP Shane Hurlbut gives a behind-the-scenes look into some of the technical aspects of Zada’s 9-camera shoot for Sapient Nitro’s Yahoo! Sport interactive game: “Penalty Shootout.”
Credits: Shane Hurlbut, ASC of Hurlbut Visuals
See the work.
Since most consumers could benefit from learning a thing or two about insurance, RPA brought in Tool to design, shoot and create the web presence for University of Farmers, a sort of higher learning institution that brings the crazy mishaps of the real world right into the classroom. Take “Auto Shop,” for example, if you answer the questions on the quiz right, you’re good to go, but if you answer the questions wrong, you’ll see just how fast your car could get jacked. But, hey, at least you’ll have learned something valuable in the process.
Tool Director Jason Zada shot all the live-action and worked with our team to oversee the entire production—from the live-action shoot and post-production to the banner development.
View the web experience on the FWA website.
Creativity Online once again selects Tool for inclusion into their Special Report: Top Production Companies of 2010.
In 2009, Tool quickly transformed from traditional spots shop to a tech-driven, multimedia player, thanks to the addition of digital pros like Carlos Ulloa and Grant Skinner. The benefits of the change were obvious in its 2010 reel, which included Droga5’s innovative online game of Keepie Uppie for Puma, which challenged users to keep Maradona in an endless round of kickups, directed/developed by Skinner; the Touching Stories iPad app, which showed off the storytelling possibilities of the device with four interactive tales directed by Geordie Stephens, Erich Joiner, Jason Zada, Sean Ehringer and Tom Routson and Leo Burnett’s “David on Demand” social media experiment. And although Tool is now top of mind when it comes to digital creativity, spots clearly are still a strongsuit. Highlights include “Clothing Drive,” DDB Chicago’s follow-up to “Swear Jar” and RPA’s artsy pair of promos for The Newport Beach Film Festival, directed by Erich Joiner, and sweat pants drama for Tide-to-Go (“Give Up Pants”) out of Saatchi, New York. And it looks like more interesting things are to come, with new additions to the Tool kit: former Crispin talent Matt Bonin came on board as executive producer, while the creative talents from The Onion signed on to the roster.
Read the article from Communication Arts
View Online Advertising Winner “Starbucks Love Project”
View Online Advertising Winner “Magazine Buyer”
1. Dream Recommender Campaign
Award: SILVER CUBE
Client: Help Remedies
Director: Geordie Stephens
Category: Online Content Innovation
2. The Best Test Drive Ever. Period.
Award:…
Copyright © 2012 Tool of North America
