Tool of North America has added director Na Frenette to its content roster. She will help the company continue to concept, create and execute notable ad projects for brands and ad agencies.
Hailing from Seoul, South Korea, Frenette began her career as a documentarian reporting on social issues in Korea. In years since, she has brought her cinematic style to experiential art exhibits like Detroit’s Flower House and some of the biggest names in automotive, including Ford, Chevrolet, and GM. In her work, Frenette integrates her experience in the Korean, Canadian and American production industries to construct emotive, human-centric campaigns. Her approach focuses on structure and mood to build relatable characters that showcase the emotional heart of a story. Prior to joining Tool, Frenette was with Hello Future.
Nancy Hacohen, managing director at Tool, said of Frenette “Her global perspective, compelling use of character development and striking visual style will be an asset to clients as they aim to capture consumer attention in an increasingly crowded media environment. Tool has always thrived on amplifying diverse voices and connecting top directorial talent with brands and agencies, and we know that Na will help our team continue to uphold these high standards.”
Frenette related, “Tool is known for bringing some of the industry’s most celebrated stories to life, and I’m excited to help the team continue its legacy, Everyone at Tool has welcomed my style and voice and I’m stoked to jump in and collaborate with the team.”
California Gov. Newsom Signs Laws To Protect Actors Against Unauthorized Use Of AI
California Gov. Gavin Newsom signed off Tuesday on legislation aiming at protecting Hollywood actors and performers against unauthorized artificial intelligence that could be used to create digital clones of themselves without their consent.
The new laws come as California legislators ramped up efforts this year to regulate the marquee industry that is increasingly affecting the daily lives of Americans but has had little to no oversight in the United States.
The laws also reflect the priorities of the Democratic governor who's walking a tightrope between protecting the public and workers against potential AI risks and nurturing the rapidly evolving homegrown industry.
"We continue to wade through uncharted territory when it comes to how AI and digital media is transforming the entertainment industry, but our North Star has always been to protect workers," Newsom said in a statement. "This legislation ensures the industry can continue thriving while strengthening protections for workers and how their likeness can or cannot be used."
Inspired by the Hollywood actors' strike last year over low wages and concerns that studios would use AI technology to replace workers, a new California law will allow performers to back out of existing contracts if vague language might allow studios to freely use AI to digitally clone their voices and likeness. The law is set to take effect in 2025 and has the support of the California Labor Federation and the Screen Actors Guild-American Federation of Television and Radio Artists, or SAG-AFTRA.
Another law signed by Newsom, also supported by SAG-AFTRA, prevents dead performers from being digitally cloned for commercial purposes without the permission of their estates. Supporters said the law is... Read More