Director Jeff Aron Lable has joined Superlounge for exclusive U.S. spot representation. Known for his affinity for visual and narrative comedy, Lable has had work honored at Cannes, The One Show, the L.A. Shorts Fest, plus inclusion in SHOOT’s 2007 New Directors Showcase, the New Directors Showcase at Cannes and on the BBC “World’s Funniest Commercials,” Previously, Lable was with production house Knickerbocker Glory and earlier GO Film; he continues to be repped by Suneeva in Canada.
Among Lable’s notable credits is Discounthotels.com’s “Eggheads” in which a young aspiring martial artist–whose head is literally an egg–learns the perils of karate. Lable has also helmed work for Pepsi and Toyota, as well as Natural Market’s “Birth,” a health food ad depicting a woman giving birth to a full-grown man. Lable’s recent endeavors include five spots for Clorox (via DDB) and a commercial for Dow (Bader Rutter/Milwaukee).
Lable, who grew up outside of Boston and got his start as an agency art director, said he has been a fan of Superlounge’s Jordan Brady since the director launched the company in 2010 with partner Dave Farrell. “In talking to so many companies, what I loved about Superlounge is that Jordan is not only a director but has a vested interest in mentoring and developing other directors,” Lable said. “His guidance has already manifested itself in so many ways.”
The L.A.-based Lable is currently shooting an HBO/ESPN commercial with Dwayne Johnson via Ignition, an in-house project for which he was referred by Brady.
Lable is also at work on a serious short about an adult couple with autism who–suffering from a painful sensitivity to touch–attempts to overcome their isolation and physically connect with one another in the most intimate way possible. “Regardless of the genre or tone,” Lable concluded, “I like to surprise people.”
