Writer and director Mary-Sue Masson has signed with CoMPANY Films for both spots and branded content. This marks her first commercial production company affiliation in the U.S. Masson continues to direct spots in the U.K. out of HunkyDory.
Masson is probably best known for the currently airing HARIBO campaign from London agency Quiet Storm. The funny series of spots–which has made its way to the American market–features adults funneling their inner child through Gold Bears gummy candy. “I wanted to come up with an funny idea that was universal, that could hold up in many languages,” said Masson. “We refer to it as the ‘Kids Voices’ campaign. The adults talk about Gold Bears but only kids’ chatter comes out. We recorded the children, completely unscripted, talking about the candy. Then we shot several scenarios with the grown ups. The campaign is for kids and adults, which is perfect for the brand.”
Masson is an experienced creative, scriptwriter and filmmaker. With degrees in design, writing and art direction from Ware College and Watford in England, Masson got her start at the BBC. Seeing her talent, executives sent her to Elstree Studios to hone her production and directing skills. “It was the best formal training one could get, you learned how to craft stories.” Masson soon found out her training was very appropriate for a career in advertising. “As a creative, I understood how hard it is to get projects to that final production stage. As a female director, I’m often pitched against the big boys but I feel an inherent advantage. Most products that you might buy in a grocery store, the woman is your target audience. The same for getting the best performances out of children. Being a mother gives me insights not always shared with men.”
Robin Benson, who heads CoMPANY along with fellow executive producer Richard Goldstein, said, “We love introducing new talent into the marketplace,” describing Masson as “a fresh new voice…We can’t wait for people to have the chance to work with her; she’s talented, charming and funny.”
Masson related, “A producer friend of mine in London thought I’d make a good fit at CoMPANY. They don’t have 58 people, just a selection of great directors. My objective at CoMPANY is to continue making fun, attention-getting commercials. I love the writing, collaborating…really the entire process.”
In between commercial work, Masson is writing a comedy-based miniseries and involved with other filmmaking projects.
