Director Mike Wang has signed for exclusive commercial representation in the U.S. with Cognito Films, the Santa Monica-based production house headed by executive producer Alan Landau. The comedy director is repped for music videos and features via Morra Brezner Steinberg and Tenenbaum (MBST) in Beverly Hills. Previously, Wang was with bicoastal HSI.
Since coming aboard Cognito three months ago, the director has helmed a pair of Bud Light ads via Dieste & Partners, Dallas. In "Magazine," a guy sitting on his couch is flipping through a girlie magazine when he accidentally spills his Bud Light on the centerfold. As he tries to salvage the spilled beer by funneling it back into the bottle, his girlfriend appears and assumes something R-rated is going on. In "Broadway" a man reluctantly takes his girlfriend to see a show. After the curtain is raised, he pulls a Bud Light from the inside pocket of his suit and twists open the cap, whispering "Shhh" to muffle the noise it makes. The girlfriend is impressed by his apparent interest in the show; meanwhile, a few rows over, another guy uses the same method to camouflage his actions. Also via Cognito, Wang helmed a campaign for Polaris snowmobiles out of Martin/Williams, Minneapolis. His final assignment at HSI—for Target—was also created by Martin/ Williams.
Wang moved to Los Angeles in the early 1990s and began working his way up the production ranks. In ’93, an internship at bicoastal/international Satellite evolved into a production coordinator position. Soon thereafter, on the advice of various members of the commercial community, he began building up a spec reel with ads for Got Milk? and Doc Martens. A little over three years ago, Wang landed his first spot roost via The Underground, Los Angeles.
The director’s first big break came by way of the Budweiser spot "What Guys Want" via DDB Chicago. In the ad, an attractive woman is getting ready for a night on the town. After making sure that her hair, clothes and makeup are just right, she searches through her toiletry bag for the perfect scent, but nothing seems right. Eventually she goes over to the refrigerator, opens a bottle of Budweiser and dabs a bit of the beer on her neck.
Wang has also directed ads for FOX Sports, Polaroid and the V-Chip. He said he was attracted to "the vibe" at Cognito, and the fact that the boutique company would offer him a chance to grow as a director. As well, he noted that the five-year-old production house is flourishing. In May or June, Cognito will move into new office space in Culver City, which is being designed by architect Randall Stout.
Wang rounds out a Cognito directorial roster that also includes Danny Boyle, Jim Edwards, Bob Morrow, Gary Weis and Barry Young. The company is represented on the East Coast by New York-based Virtual Pete; in the Midwest by Chicago-based Julie Vargo and Patrice Bockos; and in Texas and the Southwest by Dallas-based Jack Reed. Cognito is looking to hire a West Coast rep.
