With an extensive track record working in South Africa, Europe, and Canada, director Marc Sidelsky has now secured his first official U.S. representation, coming aboard the roster of Cadence Films.
Sidelsky’s command of unconventional storytelling is on full display in the “Stussy X Nike” film he wrote and directed for sneaker boutique Shelflife. The piece earned a Silver Clio for direction this year. Departing from the tone of most fashion advertising, Sidelsky took a concept-based approach to crafting an engaging, stylish, darkly amusing tale where the clothes are key to the plot. The Vimeo Staff Pick is a complex balancing act; aesthetically striking and playful in a smart, offbeat way.
Sidelsky’s work straddles genres, from the exceptional design and deadpan visual comedy of his KFC Nuggets commercial to the electric coming-of-age narrative he crafted for Canadian band Dearly Beloved’s “Close Encounters,” which won Best Music Video at Ciclope Africa in 2020.
Born in Toronto to South African parents, Sidelsky graduated from the acclaimed AFDA Institute in Johannesburg and then began to work as a creative researcher at a commercial production company. Two months into the job, he directed his first spot for Volkswagen, which earned him a Silver Loerie at South Africa’s premier advertising awards. Shortly afterwards Sidelsky earned a slot in the 2001 Saatchi & Saatchi New Directors Showcase.
As to what attracts him to the short format, Sidelsky said, “What I find amazing about advertising and music videos is that they draw on experimental film, the abstract and the avant-garde…in the service of connecting with the general public. Commercial campaigns can embrace surrealism, elements of the bizarre that would be considered off-base for mainstream film and TV…audiences love brand communication that is atypical and a little subversive–it gives them a rewarding tingle.”
Regarding his new American roost, Sidelsky related, “There’s nothing middle of the road about the executions across the board. I felt a kinship with the strong aesthetic vein running through the Cadence roster…and even though my work leans into a comedic lane–for me it felt like a very comfortable fit.”
Lorenzo Ragionieri, president and executive producer of Cadence, assessed. “Marc brings an extremely clever, warm, and often hilarious voice to his films. His visual storytelling and comedic dialogue work is subtly subversive and always sharply written. The common thread throughout though is a keen eye for art direction and an unmistakable sense of style, which make Marc an obvious fit with the rest of our roster. We’re thrilled to bring his unique perspective stateside.”
Internationally Sidelsky is repped by Suneeva in Canada, Big Productions in France and The Netherlands, Massif in South Africa, and Hudy Group in Eastern Europe.
