Bicoastal Flying Tiger Films has signed New Zealand-based director James Holt for exclusive U.S. spot representation. This marks the first stateside foray for Holt who continues to helm commercials via Film Construction, Auckland, New Zealand.
Well established as a top drawer comedy director in the Pacific Rim, Holt came to the attention of Flying Tiger executive producer Lance OConnor back in January 1998. OConnor recalled being on a New Zealand shoot at that time when Nick Souter, executive creative director at Leo Burnett Connaghan & May, Sydney, recommended Holt, billing him as a preeminent comedy director. OConnor followed the lead, saw Holts reel and met the director. OConnor said from that point on, he courted Holt regularly before finally securing him for Flying Tiger.
Holt began his filmmaking career four years ago, directing various short films, documentaries and music videos before turning his attention to advertising. In early 96, he broke into the ad arena, initially helming some spots with Auckland production boutique Cinco Cine. Six months later, Film Construction, one of the countrys top companies, signed Holt. His first job at Film Construction was Bluestone Jeans Out There for Foote, Cone & Belding/New Zealand, Auckland; the ad went on to become a finalist at the 1997 New York Film Festival. Shortly thereafter, agency Campaign Palace, Auckland, awarded him an offbeat, quirky comedy campaign for New Zealand Cheese. On the strength of Spies, one of the spots in that package, Holt was named best director at last years prestigious New Zealand Axis Awards competition. Additionally, Spies and another New Zealand Cheese spot, Diplomat, earned him finalist status for best director at 1998s London International Advertising Awards.
Also on Holts reel is Switch, a spot in which bank robbers hop into their getaway car, a sleek, silver Nissan Primera. The drivers high-speed maneuvers showcase the vehicles performance and suspension. The car reaches its planned destination: a warehouse where the culprits are set to switch to another automobile to make good their escape. The only problem is that the second car is also a silver Primera. The driver sheepishly explains that he loves how the Primera handles, a deft segue to the slogan, Just Wait Til You Drive It. The ad was shot some six months ago and was the first major job out of the then just recently opened Auckland office of agency TBWA.
Holt said he was drawn to Flying Tiger by OConnor and the companys profile. Its a small shop with only three other directors, related Holt. Im not at a large company with 20 directors where chances are you wont really be looked after. Also, Im the only comedy director on the roster. And I like the fact that Flying Tiger is a relatively new, young company thats not at the end of its run but at the beginning.
While he could have been content continuing to draw top creative assignments from the Pacific Rim, Holt said he wanted to have a crack at the U.S. market. I love American comedy like the Miller Lite ads. America offers a great challenge and I like challenges.
OConnor noted that Holt is interested in select, high caliber creative from the U.S. market. He has his pick of great concepts [in the Pacific Rim] but hes committed to making himself available for worthwhile American work, said OConnor of Holt.
In Holt, Flying Tiger Films lands the comedy director it had long been seeking. OConnor said that over the past 18 months, the shop conducted an extensive search for a comedy/ dialogue spotmaker with a fresh perspective; that quest came up short until OConnor finalized a deal with Holt. In outlining Flying Tigers roster, OConnor positioned Holt as an ideal complement to directors Bob Gordon, known for his dramatic visuals, Mikael Salomons amazing effects work in concert with live action, and Ken Arlidges heartfelt lifestyle portraits. OConnor observed, You look at our [company] reel, theres nothing like him on it. For him, that was a selling point because he knows theyll be no competition [within] our own director roster. Hes our comedy director.
Added executive producer/ head of sales Jeff Devlin, a production company is only as good as its talent base and we are fortunate enough to have some incredible visualists, but no one quite like James. With him on board, we feel better prepared to aggressively pursue the best comedic work out there.
Flying Tiger Films is repped by CMP on the East Coast and by Ron Hoffman in the Midwest and on the West Coast. Skip Short is president/exec producer of Flying Tiger.
