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    Costume Change

    By SHOOT StaffUpdated:No Comments1541 Views

    By ROBERT GOLDRICH

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    For the first time in its five-year history, the Costume Designers Guild Awards has a category for commercials. The recognition from the Costume Designers Guild, IATSE Local 892, was described by veteran costume designer Bobbie Mannix as being "a very progressive move," underscoring the contributions of costume designers to successful ad fare.

    Mannix, who chairs the Guild Awards’ TV commercial division committee, is one of seven nominees in the inaugural spot category. She was nominated on the strength of Deutsche Telekom’s "T-Online" campaign, directed by Marcus Nispel of bicoastal/ international Morton Jankel Zander for Citigate-SEA, Dusseldorf, Germany.

    This first time around in the ad arena, the Costume Designers Guild Awards made commercials a catchall category, mixing single spots with campaigns, and even including one of the BMW shorts, which is a part of a series that has gained exposure both on the Internet and TV/cable.

    The other six costume designer nominees are:

    · Kym Barrett for a California Department of Health Services’ anti-smoking PSA, "Heart Disease," directed by Brendan Donovan via Copper Media, Los Angeles, for Ground Zero, Marina del Rey, Calif.

    · Kathleen Detoro for U.S. Cellular’s "Signs," directed by Tom De Cerchio of Incubator Films, Los Angeles, for Doner, Southfield, Mich.

    · Louis Frogley for BMW’s short entitled Beat the Devil, part of the continuing "The Hire" series. The short was directed by Tony Scott of bicoastal RSA USA for Fallon Minneapolis.

    · Dona Granata for Pier 1’s "Holiday Sanity" directed by Dan Levinson of bicoastal Moxie Pictures for Campbell-Ewald, Warren, Mich.

    · Susan Nininger for Pohjola Insurance’s "Rock Star" and "Cheerleader" directed by Tom Routson of bicoastal Tool of North America for TBWA/Paltemaa Huttenen Santala, Helsinki, Finland.

    · Alexandra Welker for Taco Bell’s "Enjoy Your Stay," directed by J.B. Rogers via bicoastal Anonymous Content for FCB San Francisco.

    Next year, said Mannix, there will be several commercial categories—probably one for individual spots, another for campaigns and a third for new-media ad forms. Each category will likely have three or four nominees, as compared to this year’s configuration of a single category with seven nominated costume designers.

    "This year, we’ve started something to build on for commercials," related Mannix, who also foresees music videos entering the awards picture soon. While she additionally continues to be active in costume design for features and TV programs, Mannix related that the initiative to extend the Guild Awards to commercials is gratifying.

    Though not as high profile as when the Directors Guild of America (DGA) Awards finally included recognition for commercial helmers in 1979, the establishment of a spot category in the Costume Designers Guild Awards carries a positive parallel to that historic DGA step. The DGA Award for best commercial director of the year is arguably the most coveted honor among spotmakers. Similarly, IATSE Local 892 hopes that its Costume Designers Guild Awards will attain the same elite pedigree for spot costume designers. Like the DGA Awards, the Costume Designers Guild’s competition is judged by the nominees’ peers—some 20 costume designers spanning short and longform determined the seven final spot nominees. The winner of the category will be chosen by peer judges, as well.

    The winner of the first commercial Costume Designers Guild Award—along with recipients in the feature film and television categories—will be announced and honored at the Costume Designers Guild Awards on Sunday, March 16, in Beverly Hills.

    Category:spot.com.mentary



    SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content

    Thursday, January 9, 2025

    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

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