NEW YORK—German director Matthias Zentner—whose Häagen Dazs campaign for Goodby, Silverstein & Partners, San Francisco, made a major splash stateside earlier this year—has signed with New York-based foreignfilms@cYclops for U.S. spot representation. Foreignfilms specializes in bringing European talent to the American ad market.
The deal covers mainstream English-language advertising for American agencies and clients. Zentner continues to be repped for U.S. Hispanic commercials through ACA Films, Miami. Through this latter affiliation, he recently wrapped a Hyundai job for Dieste & Harmel Partners, Dallas.
Zentner is also repped in Mexico by ACA Films, Mexico City, and in Spain by Axis Films, Barcelona. He owns Velvet Mediendesign, a Munich, Germany-based production company with extensive graphics, postproduction and visual effects resources. Velvet Mediendesign produced the Häagen Dazs package consisting of the spots "Anthem," "Vanilla" and "Strawberry."
The visual storytelling of that Häagen Dazs campaign—and its success in the marketplace—led to Zentner being courted by several American production houses. Zentner chose foreignfilms based on his experience working with executive producer Federico Fasolino in Europe. Now based in New York, Fasolino is partnered in foreign films, a company he launched in June as a joint venture with cYclops, a longstanding New York-based commercial production company founded by CEO executive producer Mike Jurkovac, director/ photographer Albert Watson and his wife, executive producer/casting director Elizabeth Watson (SHOOT, 6/18, p. 1).
Fasolino and Zentner first worked together when pitching a BMW assignment about a year and a half ago in Italy. Fasolino at the time was at his longtime roost, BRW Partners, Rome and Milan. The director and executive producer struck up a rapport, which laid the foundation for their now getting together at foreignfilms. "From that pitch, I saw that Federico understood my work and that our sensibilities were compatible," recalled Zentner. "He’s an executive producer I very much want to work with on a regular basis."
Zentner was also drawn to foreignfilms’ focus on introducing European talent to the American ad market, as well as the company’s boutique-sized directorial roster. Zentner added that the link with cYclops, an established American house, helps to build a strong comfort level for U.S. agencies working with foreignfilms.
In addition to landing Zentner, foreignfilms gains a foothold in Germany. Fasolino cited the resources at the 10-year-old Velvet Mediendesign as being intriguing to American agencies. "Having access to Matthias’ design, effects and post capabilities in Germany gives us a tremendous creative edge that we fully intend to take advantage of," related Fasolino.
Zentner’s recent credits include Motorola for the Mexico market, international campaigns for Clinique and Nokia, Toyota for Puerto Rico, and Ford Focus for the U.K. His Velvet Mediendesign is also well known for producing the Showtime network’s "Showtime Beyond" branding/identity campaign from 1999 to ’03.
Zentner gained notable international recognition when he was included in Saatchi & Saatchi’s New Directors Showcase in ’02, based on work he helmed for production house JFA, London, which later closed its commercialmaking operation. He also made SHOOT‘s first annual New Directors Showcase on the strength of spots produced by ACA, Mexico City, and Velvet Mediendesign. "World" through Velvet Mediendesign for tea company Teekanne out of TBWA, Dusseldorf, Germany, and the ACA-produced "Igualdad" for Motorola via Ogilvy & Mather, Mexico City, are strong, imaginatively visual spots. Zentner has come to be known for his visual storytelling prowess, marked by a strong graphic sense and a fluid interplay between effects, editing and music.
Foreignfilms’ directorial roster consists of Zentner, Manu Coeman, Steven Treshow and Jens Mikkelsen. The company is represented by Sarah Holbrook on the East Coast, Dawn Rao in the Midwest and Stacey Altman on the West Coast.
