Lucky 21 has signed director Robb Bindler who’s successfully translated his documentary sensibilities into the advertising arena, initially during a tenure with Nonfiction Unlimited and more recently at Chelsea Pictures.
The director first gained critical acclaim with Hands on a Hardbody, a documentary feature which chronicled an annual competition in Longview, Texas, where 24 contestants compete to win a pickup truck. All the winner has to do is be the last person standing with a hand still touching the truck in a battle of endurance that goes on for days. The film was a festival hit around the country and won the AFI Audience Award in 1997 for Best Documentary.
Bindler then extended his reach into docu-style advertising, turning out work for brands such as Coca-Cola, Visa, the National Football League and Major League Baseball. He has collaborated with agencies including Wieden+Kennedy, BBDO, DDB, Grey, McCann, Arnold and TBWAChiatDay. Bindler is known for portraying people’s interests and their authentic intersection with brands, yielding a blend of poignancy and levity in his storytelling.
“It’s an investigative process,” said Bindler about working with real people. “It is fascinating to discover people who look at things deeply, who are committed to an idea, ritual or process. The authenticity comes from creating an environment that builds rapport, where real people and actors can comfortably and genuinely articulate their story. It’s revealing and rewarding.”
A native of Texas who now resides in Los Angeles, Bindler says he was drawn to Lucky 21 for its shared Texas roots, as well as the company’s intimate feel and wide creative reach. Bindler joins a Lucky 21 directorial roster that includes Tom Ryan, Rob Pritts and The Chartrands.
“Robb naturally puts people at peace. He’s thoughtful and methodical,” observed Lucky 21 CEO Tammie Kleinmann.
At New York University’s Tisch School of the Arts’ Film program, Bindler first immersed himself in the filmmaking process, from writing and film theory to directing and editing. This education and his experience serve the current content shift in advertising and the demand for story across many platforms.
