Tackling a serious issue with comedy, the Demi and Ashton Foundation (DNA)–established by Demi Moore and Ashton Kutcher–has put out a series of viral videos featuring A-list celebs (Justin Timberlake, Sean Penn, Bradley Cooper) to raise awareness of child sex slavery and human trafficking as a growing problem in the U.S. Keith Schofield of Caviar directed all the virals.
Each video starts with a man preparing to do a mundane task in a ridiculously masculine way. The tagline “Real Men Know How to…” appears on screen, then the tagline “Real Men Don’t Buy Girls” hits the screen simultaneously with a hard hitting sound effect, intensifying the already masculine spots in an attempt to reach the male psyche. This graphic treatment, which framed the entire “Real Men Don’t Buy Girls” campaign, was created by editor Teddy Gersten of Butcher in Santa Monica, who also edited all seven spots.
In “Iron,” Sean Penn is shown using an iron to make a grilled or is that “pressed” cheese sandwich. Indeed “real men know how to use an iron.” At the spot’s conclusion, we see him taking a bite out of his melted cheese sandwich.
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More