Tool of North America has added Mad Ruffian, a directing duo consisting of Christopher Watson-Wood and Amanda Jones, to its content roster.
Mad Ruffian is known for highly visual storytelling, in-house VFX, clever transitions, and tongue-in-cheek attitude. The duo has directed spots for Reese’s, Jack Daniel’s, Tesco, Panda Express, and Fujifilm’s Instax camera. Most notably, their U.K. PSA for M&C Saatchi London tackling texting while driving attained global success and aired on the Today Show. With their own successful production company and post house in London, Mad Ruffian now brings their talents to U.S. clients for the first time with Tool.
Both Watson-Wood and Jones participate in industry events and programs and have served as jurors for the UK’s most esteemed industry award shows including D&AD “Film Craft,” UKMVAs and the Shark Awards.
“Christopher and Amanda have an outstanding ability to combine great visual storytelling with top-level animation and visual effects. Their work is emotional and thrilling, and their unique styling and attention to detail helps give brands an instant visual identity,” said Nancy Hacohen, Tool’s managing director.
“Joining Tool is a huge win for us,” read a joint statement from Mad Ruffian. “After cutting our teeth on the mean streets of London as an independent one-stop-shop, it’s been essential for us that we find the perfect fit for our big debut in the States. Tool’s pulse on technology and powerhouse of talent–both behind the scenes and on the roster–makes us proper chuffed. We can’t wait to start making great stuff together!”
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