Former exec creative director at Saatchi NY moves over to production house side of the biz
Peter Moore Smith–who spent the past four years as executive creative director at Saatchi & Saatchi New York where he oversaw all creative on the General Mills account and worked on notable campaigns for Cheerios as well as Walmart and Duracell–has embarked on a directorial career, moving over to his first production company roost, bicoastal/international Aero Film.
Smith is no stranger to the director’s chair. In fact earlier this year (3/30/15) he was included in SHOOT’s Up and Coming Directors feature coverage largely on the strength of an emotionally poignant and thought provoking PSA he wrote and directed while at Saatchi: “The Talk” for Harlem-based youth development organization Brother/Sister Sol.
The spot depicts several discussions between African-American parents and their sons about how to avoid potentially dangerous encounters with the police. This is a common dialogue dubbed “the talk” in black households. In sharp contrast, the piece next shows a white father telling his teenage son that the police are there to help and to seek out an officer if there’s trouble. Then the question is ultimately asked, “Do we want one America–or two?”
Smith related that the move from creative directing to directing was a fairly natural transition. “I spent my whole career on set during commercials shoots,” Smith said. “The more time I spent on a production, the more I realized I wanted to stay in that environment. I started making commercials at BBDO where I was really encouraged to be part of the production process, and get really involved with the director. So ultimately, I wanted to do it myself.”
Smith has more than 20 years’ experience in advertising. He had a 15-year tenure at BBDO NY, rising from a budding creative star to senior creative director while working on celebrated campaigns for top-tier brands such as Pepsi, Visa, GE and FedEx in the process. During his career, Smith also held a similar position as EVP/ECD at Publicis before moving on to Saatchi, where he assumed the title of ECD and even interim chief creative officer for a time.
Smith also wrote a novel titled "Raveling" and the screenplay for the 2012 feature film, Forgetting the Girl.
Smith hopes to infuse his vast advertising experience from the agency side into his new role as director at Aero. “Generally, directors come from a film background and may not know the politics of advertising,” he said. “Some details might be very important that could be confusing for a director who’s new to commercials. I hope that with what I’ve learned during my time in advertising, I can be helpful with that and successfully navigate through the process.”
Smith’s working relationship with Aero Film, which is run by partners Skip Short, Lance O’Connor, and Klaus Obermeyer actually dates back to his days at BBDO. In regards to what Aero’s newest director brings to the table, O’Connor recalled, “When we got the first script from Peter for Visa, Klaus and I were blown away by the caliber of writing. We knew we were dealing with a real talent. Over the years, that’s only gotten better. Seeing him as a director, his instincts for casting are amazing. He’s the ultimate storyteller. Performance is his strong suit.”
Sinners and Saints Adds Apple Pie To Its Branded Menu
Bicoastal Sinners and Saints--the multidisciplinary studio overseen by managing director/executive producer Heather Heller, and partners/EPs Yann Henric and Thomas Carroll--has added Apple Pie Tabletop to its roster for branded content. Known for its food and beverage content creation, Apple Pie comprises the husband-and-wife team of director/DP Gene Dubin and director/art director Alisa Volodina. In addition to representation, the move expands Apple Pie’s production capabilities through the combination of its centrally located full-service studio in New York and a newly established mobile studio in Los Angeles. Apple Pie recently teamed with Sinners and Saints on a Wienerschnitzel project created by Innocean.
“We believe that our dual studio strategy positions us uniquely in the competitive landscape of food and beverage storytelling,” said Heller. “By blending the artistry of the New York studio with the flexibility of our Los Angeles location, we can tailor our productions to meet the unique demands of each project, regardless of geography.”
“Working with Sinners and Saints in the demanding field of tabletop was an absolute pleasure,” shared Apple Pie Tabletop in a joint statement. “Warm welcome, unwavering support and dedication--everything a director can ask for. The entire experience was both enjoyable and rewarding. We will not miss an opportunity to collaborate with them again.”
“The first thing you notice is that Apple Pie has beautiful work,” Heller observed. “Having worked with them, I can say that Gene and Alisa are extremely meticulous and detail-oriented; their combination of talent and agility appeals to agencies and clients.” Also appealing to Heller is Apple Pie Tabletop’s brisk international... Read More