Philip Detchmendy–most recently a partner/executive producer at Paranoid, and prior to that managing director with Tool of North America–has come aboard New York-headquartered Humble as its L.A.-based executive producer. He joins a Humble management team of founder/exec producer Eric Berkowitz, director of marketing Dawn Goodburn and head of production Persis Koch.
Detchmendy, who also served earlier in his career as exec producer of the since closed Satellite, said he was drawn to the flexibility and versatility of the Humble business model, which spans production, creative development, postproduction and any combination thereof.
This mesh of creativity and scalable start-to-finish solutions, he contended, makes the Humble model relevant in today’s marketplace.
The Humble directorial roster includes Melissa Silverman, Sam Stephens, Ariel Danziger, Ben Hartenstein, Alan Poon, Jimmy Diebold, the creative collective Hydra, and John Hobbs and Jeff Bitsack.
The latter two are former notable agency artisans, with Bitsack added to the Humble fold earlier this year (SHOOT, 6/19) after having served as executive creative director at Euro RSCG, New York. The agency pedigrees of Hobbs (BBH and Lowe, New York) and Bitsack reflect in part Humble’s earlier alluded to creative chops. Bitsack is no stranger to the director’s chair. Back when he was exec creative director at JWT New York, he directed a Domino’s viral campaign that garnered multiple Clios and an Emmy nomination. Earlier he logged time as a writer and/or creative director at top agencies including Wieden+Kennedy in both Portland, Ore., and New York, as well as N.Y. shops Cliff Freeman and Partners, Merkley & Partners, Ogilvy & Mather, Toy, BBH, and BBDO.
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