Mono-monikered director Lemon–who’s made his mark internationally with Buenos Aires production house Rebolucion, which continues to handle him in Latin America–has secured stateside representation, joining Beverly Hills-based Villains.
Over the past year, Lemon has helmed 30-plus spots via Rebolucion in his native Argentina. This body of work included a Unilever Impulse campaign he co-directed with Rebolucion’s Armando Bo for Buenos Aires ad agency Vegaolmosponce. The Impulse commercials–“Train,” “Ring” and “Plane,” which turn classic movie romance on its ear to great comic effect–went on to earn a Silver Lion at the 2007 Cannes International Advertising Festival and the Grand Prix at San Sebastian, among other honors.
Lemon’s reel includes humorous commercials for Aiwa and Coke Zero, as well as a departure from his comedic norm–a visually driven ad for cosmetics client Rexona.
He now comes aboard a Villains’ roster, which consists of directors Mona El Mansouri, David Johnson, Erik Moe and Basil Schlegel.
Villains is under the aegis of executive producers John Marshall and Nancy Osborne. Villains began a new chapter earlier this year with Marshall assuming full ownership of the longstanding company (SHOOT, 1/26) and bringing Osborne on board to help shape the shop and its directorial lineup. Scoring Lemon and looking to break him into the American ad market is a coup for Osborne and Villains.
“After Cannes, I was looking for a U.S. company that had an intimate feel, not a huge impersonal roster,” related Lemon. “I was aware of Villains and its history, and when Nancy opened a dialogue with me, I saw this was what I had been pursuing. This is the kind of place where everyone knows one another, a place of mutual commitment.”
Lemon came up the industry ranks, serving various production stints, including working as an assistant director for the directorial team Peluca (which included noted helmer Luciano Podcaminsky) via Peluca Films, Buenos Aires, before joining Rebolucion in the summer of 2005.
California Gov. Newsom Signs Laws To Protect Actors Against Unauthorized Use Of AI
California Gov. Gavin Newsom signed off Tuesday on legislation aiming at protecting Hollywood actors and performers against unauthorized artificial intelligence that could be used to create digital clones of themselves without their consent.
The new laws come as California legislators ramped up efforts this year to regulate the marquee industry that is increasingly affecting the daily lives of Americans but has had little to no oversight in the United States.
The laws also reflect the priorities of the Democratic governor who's walking a tightrope between protecting the public and workers against potential AI risks and nurturing the rapidly evolving homegrown industry.
"We continue to wade through uncharted territory when it comes to how AI and digital media is transforming the entertainment industry, but our North Star has always been to protect workers," Newsom said in a statement. "This legislation ensures the industry can continue thriving while strengthening protections for workers and how their likeness can or cannot be used."
Inspired by the Hollywood actors' strike last year over low wages and concerns that studios would use AI technology to replace workers, a new California law will allow performers to back out of existing contracts if vague language might allow studios to freely use AI to digitally clone their voices and likeness. The law is set to take effect in 2025 and has the support of the California Labor Federation and the Screen Actors Guild-American Federation of Television and Radio Artists, or SAG-AFTRA.
Another law signed by Newsom, also supported by SAG-AFTRA, prevents dead performers from being digitally cloned for commercial purposes without the permission of their estates. Supporters said the law is... Read More