This PSA takes us back to Bethlehem in the year zero as men walk through an outdoor marketplace to find holiday gifts for children.
Among the options are incense and just giving some gold so the recipient can buy whatever he or she wants.
Supers then advise us to “end a 2,000-year tradition” and to “give something that will actually come into use.”
Next we see some practical gifts that can be bought for a relatively nominal price such as polio vaccines, rehydration bags and deworming tablets.
The UNICEF logo serves as the spot’s endtag.
PSA was directed by Tomas Skoging and Torbjorn Martin of Acne Production for ad agency Forsman & Bodenfors, Stockholm.
Los Films Signs Director Tobias Nathan
Filmmaker Tobias Nathan has signed with Los Films, the production division of the multidisciplinary creative studio Los York, for U.S. representation spanning commercials, branded content and music videos.
Nathan’s directing work is characterized by a journalistic sense of solid storytelling combined with visual sophistication. Prior to joining Los Films, he had most recently been repped by production company JOJX.
Nathan studied journalism and creative writing at Boston University and subsequently fell into a career as a creative director at New York City ad agencies. On-set he often found himself “breathing heavily over director’s shoulders” and in short order he pivoted to the director’s chair. He has directed campaigns for Virgin, Apple Music, Samsung, Infiniti, Vodafone, Nespresso, Grey Goose, Remy Martin, Cadillac and KIA, among others.
“Tobias is an ambidextrous creative. He can write with one arm and direct with the other,” said Chris Abitbol, head of Los Films. “Seriously, Tobias has worked as a creative and as a film director, telling brand stories with real panache and vision. He’s a true ‘Global Nomad of the Arts,’ and now he’s part of our exciting next phase. Welcome, brother.”
“I’m excited to join Los York because it feels like it’s a family that really focuses on what matters--craft, quality, and doing good work the right way with people you love,” said Nathan. “Chris, Seth Epstein [Los York founder] and their entire team are looking toward the future at this bizarre time in our industry and figuring out how to lead it. For my part, I plan to create innately human work for Los Films clients; work that moves people, whether with a smirk or a wink or a laugh or a cry, work with... Read More