Über Content has added director Elma Garcia to its roster for U.S. commercial representation. Her spot credits include such clients as Nike, Coca-Cola, Audi, Microsoft, American Express, Levi’s, Porsche, Pfizer, Jack Daniels and AT&T.
Garcia’s work in the ad arena has taken her throughout the U.S. and around the globe. She generally takes on both directing and DP duties for her commercial film projects–the first time she assumed these dual roles dates back to Levi’s “Jack Lives Here” spot which entailed her finding the oldest living blues musician and creating a story around him. Her search yielded assorted interviews which along with the dailies are archived at the Living Blues Museum in Clarksdale, Mississippi.
Among Garcia’s other notable projects over the years are: Jack Daniels’ “Alaska” which centered on bush pilot Paul Klaus, described by Garcia as “a true artist with an airplane”; Volvo’s “Survivors,” a series of portraits capturing people who survived accidents thanks in part to their having been in a Volvo; and the HD short Quinn & Coda, a film that came out of the Sony “Dreams” initiative and its “Magic” theme. The short introduced us to Quinn, the first child in the U.S. to have a seeing eye dog (Coda).
Garcia’s directorial career jump started when she was at MJZ. She went on to direct via her own production company, and most recently was at Space Program.
Director Lu Villaca Joins MADRE
Production company MADRE has added Brazilian director Lu Villaça to its talent roster. With degrees in cinema and performance and a master’s in screenwriting, Villaça brings a multifaceted approach to filmmaking. Villaça’s tastes have been shaped by her childhood training in ballet, studying Greek theatre texts, her passion for music, and her contemplative nature. She honed her cinematic skills early on as an AD and creative assistant before becoming a director. Intent on capturing the drama of everyday life as it plays out, Villaça is tuned in to how the bodies in her frame move through their environments and what elements of the story can be extrapolated from these compositions. Her sharp attention to detail in every aspect, from lighting to the final edit, is designed to connect emotionally with her audience. Villaça has been awarded three Cannes Lions for her film “Next Minute Law,” which promoted awareness of a law in Brazil designed to address the rampant epidemic of sexual violence. “Next Minute Law” also garnered Best Direction at El Ojo and the Ciclope Latino Festival, where Villaça also won Best New Talent. Additionally, she has directed assorted commercial campaigns for brands like Johnnie Walker, Huggies Wipes, Nestlé, Amazon, A.C. Camargo Cancer Center, and a spot for Medley featuring Brazilian Olympic gymnast Rebeca Andrade. Prior to joining MADRE, Villaca had been repped by production house LOBO. Recognized in Brazil as a top music video director, Villaca won Best Female Direction for her work on “Nu” by Assucena and “Lovezinho” by Rachel Reis, which also won Best National Music Video at the MVF Awards. Villaça additionally co-directed the documentary Pagliacci, an homage to circus artist Domingos Montagner... Read More