Director Chris Applebaum–who made a pop culture splash and sparked controversy with last year’s Paris Hilton commercial for Carl’s Jr. out of agency Mendelsohn Zien, Los Angeles–has joined Santa Monica-headquartered Reactor Films for exclusive representation.
At his new roost Applebaum has already helmed a John Frieda beauty products spot for kirshenbaum bond & partners, New York, and at press time was wrapping post on a music video for artist Rihanna promoting the single “SOS.”
Applebaum comes over to Reactor from bicoastal/international Partizan. The helmer told SHOOT that he’s at a point in his career where he’s looking to focus on commercials while continuing to take on select music videos. He also is developing several feature film projects, including Water’s Edge, produced by Constantin Film, Out of the Blue Entertainment and Gruber Films. Applebaum described the suspense thriller as “Deliverance for the MTV generation.”
The chance to have his spotmaking career develop further with the help of executive producer Michael Romersa, and his high regard for Reactor’s directorial roster, which includes Steve Chase, Warren Kushner and Thor Freudenthal, were among the factors attracting Applebaum to the production house. Applebaum said he felt a personal connection with Romersa, akin in some respects to what he had with Steve Dickstein at Partizan. But when Dickstein left that shop, Applebaum began to explore his options and was courted by various companies.
Firmly established in the music clips arena with work for assorted performers (Kid Rock, Natasha Bedingfield, Britney Spears, Jessica Simpson, Jewel, Celine Dion, Nick Carter, Mandy Moore), Applebaum has diversified successfully into spots as evidenced by such credits as Old Spice, Haagen Dazs, Target and Mandalay Bay.
While his work is associated with a young hip vibe, Applebaum has extensive experience spanning 14 years as a director. He started at now defunct Satellite Films, a sister shop to the venerable and since shuttered Propaganda Films. Upon coming aboard Satellite, he was the fourth director there. When he left that company, it had 20-plus directors–while Propaganda’s roster grew to 30 or so helmers. A stint at Los Angeles area house Arsenal followed Satellite. Next Applebaum went to A Band Apart, Los Angeles, where he began to move into commercials as a complement to his music video endeavors. Then came Partizan and a continuing mix of spots and music clips; it was at Partizan that he directed the hot, sexy, buzz-generating Paris Hilton ad for Carl’s Jr.
Applebaum’s body of music video work has gained him a reputation in the fashion/beauty genre. He has helped to shape and present the look for assorted pop culture performers, most notably female artists. In the advertising community, he hopes to make similar inroads into fashion/beauty fare.
Over the years, Applebaum’s videos have garnered multiple MTV Video Award and Music Video Production Association Award nominations. He helmed Semisonic’s clip for “Closing Time,” which went on to become the first video inducted into the Rock & Roll Hall of Fame in Cleveland, Ohio. The Applebaum-directed “Stacy’s Mom” for Fountains of Wayne was the second video to be inducted into the Rock & Roll Hall of Fame. Applebaum has had 21 videos reach number one status on MTV, helping to break artists like Fountains of Wayne, Kelly Osbourne and Hilary Duff, and to continue the successful careers of Kid Rock, Spears, Simpson and Jewel, among many others.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More