Madheart goes its own way. A producer of artfully-crafted advertising of unusual emotional power, the company is led by executive producer Lisa Phillips who has made a habit of zigging when other companies zag. Rejecting the mainstream production company business model based on a “stable” of directors, Phillips has stubbornly maintained Madheart‘s boutique status. She and Catherine De Angelis, the company’s national sales manager, prefer to direct their laser-like attention on a small number of directors in whom they passionately believe.
“We identify as being unconventional and nontraditional, and we don’t just talk those things, we are those things,” says Phillips, who adds that her decision to remain boutique has evolved into one of Madheart‘s core strengths. “It opens new possibilities and it makes us extremely nimble,” she says. “We have relatively no overhead and no need to manage those components. Most of all, it allows us to focus our efforts entirely on managing our talent and producing the work.” Phillips is rarely behind a desk or at the head of a conference table. Her “office” is wherever her directors are.
The advertising that Madheart creates is also outside the mainstream. There are no retail, by-the-numbers spots on the company’s reel. Its work is emotionally-driven and human-centered, hand-crafted advertising that is the organic product of an intense collaboration between Phillips, her directors, ad agencies and their clients. It’s not easy and it’s certainly not for everyone, but the results have found favor among brands such as Target, Kraft and Hallmark, seeking a deep, instinctual connection with consumers.
“Our aim is to elevate the branding space with culturally relevant commercial art,” Phillips explains. “Early on, we determined that we wanted to be part of that conversation, and it’s how we branded ourselves as a company.”
One beneficiary of Madheart‘s unique approach is Jan Gleie. The Danish director and fine art photographer had a busy European career when Phillips began representing him, but in the States, he was a virtual unknown.
In the U.S., Gleie was initially a tough sell. His methodology didn’t easily break down into a set number of casting sessions, shoot days and set ups. Phillips was asking agencies to trust her director and they were reluctant. “Working with Jan involved a degree of risk, and not everyone was willing to take it,” Phillips recalls. “Today, his style of work is in vogue, it’s sought after, but at that time, he was a pioneer.” Agencies, says Phillips, are now seeking to book time with Gleie as much as a year in advance.
The work that Madheart produces is not only artful, it’s effective. “The spots we produce work because they make people feel something and they connect those feelings to the brands and products,” Phillips says. “At a time of chaos and uncertainty, people are looking for a visceral experience. Advertising that delivers that type of experience is effective.”
Phillips is similarly devoted to the other creatives on her roster, who include the director Thor and creative collective Brainstorm Club. She and De Angelis employ unique strategic positioning in order to align agencies and brands that fit the personalities and aesthetics of their talent. “I have a vested interest in partnering with our directors to focus on creative development and success,” she insists. “It’s a blast!”
Phillips is currently looking to build on Madheart‘s success by adding directorial talent, at least within limits. She wants to retain the company’s boutique culture so that she can continue to fully commit herself to her directors
Contact:Lisa Phillips Executive Producer Madheart Contact Lisa via email 310-421-4441
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
“ฦvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of ฦvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? ฦvolutionย suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence,ย ฦvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating โin the blink of an eyeโ the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called โprogressโ may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscarยฎ... Read More