Two comedy directors–one firmly established, the other an up-and-coming talent– have joined Santa Monica-headquartered GARTNER for exclusive U.S. spot representation. The former, Mike Bigelow, comes over from Los Angeles-based Biscuit Filmworks, where he had been since 2004. The other helmer is Theodore Melfi, who was most recently with Hollywood-based Uber Content, a new shop formed by executive producers Phyllis Koenig and Preston Lee. Melfi had previously been with Koenig and Lee at Area 51 Films, Santa Monica.
At press time, Bigelow was wrapping up commitments at Biscuit, including a Verizon Wieless tie-in with the Pirates of the Caribbean movie sequel, via McCann Erickson, New York. His credits over the years include spots for Miller, Cartoon Net, Canadian Club, McDonald’s, Carl’s Jr., Sprint, Sun Microsystems, Chrysler, Coors, Coca-Cola (European) and Pella Windows. The latter commercial, “Elopement,” out of Young & Rubicam, New York, showcased Bigelow’s prowess in comedy and dialogue and went on to earn a primetime Emmy nomination in 1998.
The Pella ad begins with the promise of a successful elopement on a rainy night, but a stuck window undermines the would-be groom’s mission. He looks up at his inaccessible bride and screams in frustration, “Pella! Pella!” Indeed a cinematic takeoff on Elia Kazan’s A Street Car Named Desire has broken out. However, a resolution is near. Our hero spies a house across the street with Pella windows; seen in one of them is another lovely woman. She easily slides open the window screen, and the man winds up eloping with her instead.
Bigelow first became known in the industry for his visual effects acumen, honed from a dozen years as an effects artist at Dream Quest Images, which was later acquired by Walt Disney Pictures (in ’96). Primarily involved in visual effects for features during much of the ’80s at Dream Quest (serving as technical director on such films as The Abyss and Total Recall), Bigelow began focusing on spot directing via that company’s commercial production arm, DQ Films, in ’91.
In ’95, he moved over to bicoastal HKM Productions, a company which helped broaden his reputation into comedy, dialogue and live action. In ’97, he then joined now defunct Coppos Films, a shop which produced the aforementioned Pella commercial.
MELFI Melfi recently completed a Web campaign, including teasers, a short film and a news segment for Gillette via Digitas, Boston. He also wrapped a package of spots for Eastwood Insurance out of agency Ideaology, Marina del Rey, Calif.
The director made his first industry splash via spec work he had done via Group101Spots. On the strength of that fare, which included MTV’s porn film spoof “Pizza Guy,” Melfi was selected for SHOOT’s New Directors Showcase in ’04.
In a departure from his comedic bent, Melfi directed a spousal abuse PSA, “Broken,” which was recognized at the DGA Parable Film Festival with best picture and best director awards. His latest humorous spec work, for TV Land and Toyota, has gained inclusion in SHOOT’s “The Best Work You May Never See” gallery.
Melfi has also diversified into the independent film arena. Via his Goldenlight Films, he wrote, produced and directed Winding Roads, starring Rachel Hunter, which debuted on Lifetime Television, and began airing on Showtime in February.
Bigelow and Melfi join a GARTNER directorial roster consisting of Raymond Bark, James Gartner, Shona Auerback, Jim Weedon and the team of Riess/Hill. Company executive producers/partners are Don Block and Rich Carter.
