CLIENT
iRobot/Roomba Discovery.
PRODUCTION CO.
@radical.media, bicoastal/
international.
Barton Landsman, director; Joe Zizzo, DP; Jon Kamen and Gregg Carlesimo, executive producers; Tony Cantale, producer. Shot on location in Demarest, N.J.
AGENCY
Brand Content, Boston.
Doug Gladstone, creative director/copywriter; Darryl Jelley, creative director/art director; Jill Meschino, producer.
EDITORIAL
Red Car, New York.
Jerry Fried, editor; Michael Irving, assistant editor; Andrea Richman, producer.
POST
Red Car.
Tom Tortoriello, online editor.
Company 3, New York.
Victor Mulholland, colorist.
AUDIO POST
Soundtrack Recording Studios, Boston.
Brian McKeever, mixer.
THE SPOT
In "Roswell," people react to the Roomba Discovery with joy and amazement, as the robotic floor vacuum zips around their homes. The :60 concludes with the tagline, "Roomba. Got it."
Spot broke Nov. 15.
Golden LA Signs Director Ashley Armitage
Golden LA has added filmmaker Ashley Armitage to its talent roster.
Originally from Seattle, Armitage attended UCSB for Cinema Studies before pursuing her BFA in Photomedia from UW, often skipping classes to fly to New York City for shoots as a photographer. This early success opened doors to commercial filmmaking, fast-tracking her rise as a director. Armitage’s first commercial film was the product launch for Billie, “Project Body Hair.” The campaign won a People’s Voice Webby for Advertising, Media & PR Brand Strategy, racking up over one million views in its first 24 hours and aired in Times Square. “Project Body Hair” made history in 2018 as the first film to show female body hair being removed.
As a visual storyteller, Armitage’s filmmaking seamlessly fuses lighthearted humor with a powerful drive for social change, using her art to challenge and dismantle outdated concepts of identity and gender. By bringing levity and a modern sensibility to her films, Armitage’s directorial eye has caught the attention of companies seeking to create authentic, meaningful brand films. Her signature style of colorful tableaus has been seen in films and stills for brands like H&M, Levi’s, Nordstrom, Adidas, Nike, Bumble, Showtime, First Aid Beauty, Viceland, and Billie. She continues to work behind the camera as a photographer, with her images featured in i-D, Dazed, Teen Vogue, Vogue UK, and Vogue Portugal, and in front of the camera, appearing in campaigns for Gucci’s Guilty fragrance, Nylon x Polaroid, Nordstrom, and Chanel x i-D.
“I love the people at Golden LA,” remarked Armitage. “I’m fortunate enough to have worked with [Golden LA EP] Dahlia Stone before. [Managing director] Matt Marquis is so... Read More