Director Rob Devor–whose controversial, critically acclaimed documentary Zoo created a major stir at the 2007 Sundance Film Festival–has just made his spotmaking debut with a campaign produced by bicoastal commercial house Nonfiction Unlimited (formerly Nonfiction Spots) for Florida-headquartered restaurant chain Bonefish Grill out of Cliff Freeman and Partners, New York. Devor is one of the select helmers in this year’s SHOOT New Directors Showcase (see separate story and profiles in this issue).
Headed by executive producer Loretta Jeneski, Nonfiction brought Devor on board its roster following Zoo’s premiere at Sundance and recently procured the Bonefish assignment for him.
After research and securing locations in Grenada, Malta, Iceland and Buenos Aires for the “Taste The Pursuit”-themed Bonefish campaign, Devor shot with his crew over the course of three months, capturing footage for spots and the web in his signature visual, documentary style. The task was to explore the people, the food and the sensuality of exotic cultures and in doing so invite the viewer to see Bonefish Grill in that same light–a place that is exciting to visit, where a good meal and good time go hand in hand. The campaign also depicted the lengths that Bonefish goes to in order to find great seafood, spices and recipes from around the world.
“Visiting a new culture and seeing it for the first time is fantastic,” Devor related. “I wanted to capture the sense of being exposed to a totally new environment for the first time and I think we did.”
The spots are about experiencing something new and include everything from stunning Mediterranean exteriors to locals on the street (or in the lava heated waters of Iceland), impromptu festivals, exciting nightlife, friends sharing meals and local fishermen bringing in the day’s catch from the sea.
Along the way Devor and crew had a few adventures of their own. On a short flight to a remote part of Iceland, one of the windows on the six passenger plane they were aboard blew out at 10,000 feet, concerning the crew that they were going to freeze or the flight would go down. The pilot finally landed with a polite “Sorry about the inconvenience” and the story showed up in the local paper the next day. In Malta, the crew’s arrival was greeted by one of the worst storms the country had seen in 50 years. Throughout it all, Devor and crew kept shooting, resulting in such spots as “Spices/Grenada” and “Recipes/Malta,” with more commercials from more cities on the way.
Besides his documentary exploits, Devor also has experience in narrative features, prime examples being Police Beat and The Woman Chaser, which had both been previously screened at Sundance.
Nonfiction Unlimited specializes in handling noted documentary filmmakers for commercials and new media advertising. The shop’s spot directorial roster consists of Devor, Rob Bindler, Paul Crowder, Steve James, Robby Kenner, Barbara Kopple, Stacy Peralta, Jessica Sanders, Ondi Timoner, Peyton Wilson and Jessica Yu.
Britt Wilen Joins David&Goliath As Group Creative Director
As David&Goliath (D&G) celebrates 25 years, the agency is bringing on new creative leadership to help shape its future. Britt Wilen joins as group creative director, bringing her knack for big ideas, executional craft and a track record of work that resonates. In her new role, Wilen will partner closely with clients, diving deep into their challenges to develop work thatโs bold, transformative, with high-impact solutions and cultural relevance.
David Angelo, D&G founder and creative chairman, said of Wilen, โSheโs a true creative force--a Swiss Army knife of innovation--with an energy thatโs as contagious as it is inspiring. We are looking forward to her creative leadership for one of our longest-standing clients, California Lottery, as well as the impact sheโll bring to our โBraveโ culture.โ
Wilen stated, โCreativity is at its best when it surprises people, makes them feel something, or gives them a new way to see the world. Thatโs what I love about this industry, and thatโs what drew me to D&G. They have a fearless approach to ideas and a culture that thrives on collaboration, and Iโm so excited to be part of it.โ
Wilenโs most recent staff position prior to joining D&G was serving as a global creative director at Saatchi & Saatchi where she led major campaigns for Toyotaโs Olympic and Paralympic sponsorship, Expedia and Lexus. Before that, she held senior creative roles at BBDO Worldwide and Leo Burnett, helping shape iconic work for brands like Doritos, Ikea, Mars, and more.
Her work has been recognized with top industry honors, including Cannes Lions, D&AD, The One Show, Clio Awards, and Effies. In addition to her impressive professional career, Wilen boasts a rich and... Read More