Director Chris Woods has joined Hungry Man. Woods, who brings to his new roost a mix of comedic directing skills and visual acumen, was formerly represented for commercials and branded content by Recommended and continues to be handled in Canada by production house OPC. He has directed for such brands as Mini, Volkswagen, Skittles and Adidas.
Woods’ career behind the camera began as a portrait photographer. He cut his teeth shooting his pro-skateboard friends in his teens and twenties and transitioned into the world of magazine photography working for such publications as Rolling Stone, Interview, and Spin. While shooting for these periodicals Woods traveled across the globe photographing celebrities from all walks of life ranging from LeBron James to Hugh Hefner, Billy Idol, Alice Cooper, Dan Aykroyd and Barenaked Ladies.
His photography was a springboard into filmmaking. As a solo director, Woods made his initial mark in Canada. His directorial debut, Bell Canada’s “Anthem” for Toronto agency Grip Limited, was honored with a Gold Bessie Award recognizing excellence in Canadian advertising. His spot for Orange emergency medical rescue helicopters out of Taxi, Toronto, which won a Cannes Bronze Lion.
Woods then teamed with Jeff Low to form the directorial duo Woods+Lowe which via OPC scored two Cannes Gold Lions for Skittles out of BBDO Toronto. Woods+Low directed the offbeat Skittles spots “Cage Cop,” “Hitchhiker” and “Cat” which collectively as a campaign earned a Cannes Film Gold Lion. “Cat” additionally garnered a Cannes Cyber Gold Lion for Viral Video. The Skittles fare encourages viewers to give their computer screen the finger, behavior which isn’t as ornery or ill mannered as it sounds. Instead the simple placement of a finger on a strategically positioned dot enables a person to play a participatory role in a Skittles story as it unfolds on the Internet. In “Cat,” a feline licks your finger, succeeded by an offbeat guy in a cat costume who does the same. The viral opens with an invitation to “Touch The Rainbow” and ends with a declaration that we have just licked the rainbow. Meanwhile, in “Cage Cop,” a well-placed finger on the computer screen stops an oncoming getaway car, allowing a winged cop to cage a would-be Skittles bandit. Turns out the cop–who’s little more than a head with wings attached, as well as a police cap–knew the culprit years ago when they were fellow summer campers. The video’s parting slogan is an earnest “Reunite The Rainbow.”
Woods and Low decided to pursue individual directing careers as part of a natural progression. Woods initially went to The Sweet Shop and then to Alive & Well, the predecessor to what became Recommended where he re-established himself as a solo director. (Low is handled as an individual director by Biscuit Filmworks).
Mino Jarjoura, Hungry Man executive producer, said, “We’re very excited to have Chris join the Hungry Man family. There is so much potential; combining his comedic directing skills, photographic sensibilities and knowledge of celebrity brands. We’re looking forward to working with Chris on the next phase of his career.”
