Director Stephen Kessler, who was last represented via bicoastal HSI Productions, has launched Promiseland, a bicoastal spot house. Though he’s been active in features the past several years—including the ’97 release Vegas Vacation and the recently-wrapped The Independent, starring Jerry Stiller and Janeane Garofalo—Kessler has also managed to accommodate select commercials. The opening of Promiseland, said Kessler, signals his commitment to helm more spots, primarily in the comedy genre for which he’s best known.
Kessler plans to add directors to the Promiseland roster in the coming months, but he doesn’t envision the company growing beyond a manageable boutique size. Lesa Lakin, Kessler’s longtime collaborator, serves as the shop’s executive producer. She was co-executive producer of The Independent, which is slated for release next year. Promiseland also has secured a sales force consisting of independent reps Michael Sitzer on the East Coast, Stephanie Gigante and Connie Moore in the Midwest, and Siobhan McCafferty on the West Coast.
Kessler’s last HSI-produced job was an MCI package featuring wrestler Steve Austin for Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. A couple of months ago, after exiting HSI and prior to Promiseland, Kessler wrapped a Balance Bar campaign for Suissa Miller Advertising, Los Angeles. Under the Promiseland banner, he has directed a pair of assignments that haven’t yet debuted: a cinema commercial for latimes.com out of Marina del Rey, Calif.-based agency Ground Zero; and a Dunkin’ Donuts campaign for Hill, Holliday, Connors, Cosmopulos, Boston.
Career highlights for Kessler include being nominated for an Oscar and a Directors Guild of America Award in ’92. Kessler became a DGA nominee for best commercial director of ’91, based on the strength of six :30’s marked by his penchant for offbeat humor: Giant Eagle Markets’ "Tea Time" and "Romeo & Juliet" out of Doner in Southfield, Mich.; MasterCard’s "Directions" via Lintas: Worldwide, New York; "House" for Tony’s Pizza out of Bozell, Minneapolis; "Trapeze" for Jack In The Box from Cohen/Johnson, Los Angeles; and MCI’s "Joe College" for Messner.
More Accolades
Just days after earning the DGA recognition, Kessler received an Academy Award nomination in the live-action film category for Birch Street Gym, which he directed and co-wrote with Mike Wilkins. Birch Street Gym centered on a group of men age 70 and older who occupy themselves and take out their aggressions by boxing at a local gym. The film appeared on Showtime.
After attaining nomination nirvana in ’92, Kessler didn’t rest on his laurels. He began what turned out to be an ongoing gig, directing spots in Snapple’s memorable "Wendy" campaign from ’93 to ’96 via New York agency Kirshenbaum Bond & Partners. Other notable directorial credits include ’97 primetime season promos for the ABC Television Network’s "TV Is Good" campaign out of TBWA/ Chiat/Day, Los Angeles, an agency at which Kessler made his first industry mark. Prior to making the transition to director some 10 years ago, Kessler served as a copywriter at Chiat/ Day. He then moved to the production house side of the biz, directing via Red Dog Films, where he teamed with colleague Marc Chiat. (Red Dog has since pulled out of commercialmaking; Chiat now directs through Green Dot Films, Santa Monica.) Kessler split from Red Dog and helmed spots through his own shop, the now defunct Mambo Films, before joining HSI in ’91.
