Lux Pictures, Venice, has entered into an agreement to handle exclusive U.S. spot representation for several directors at London-based Frontier Pictures: Michael Abel, Robert Dowling, Grey Lipley, and Aernout Overbeeke. Conversely, most of Luxs helmers-including Tom Finerty, Michael Oblowitz, Hugo Pallete and Mitch Walker, as well as broadcast designer April Greiman-now become available for U.K. agency work via Frontier.
At their new stateside roost, the four Frontier directors retain an element of continuity in Luxs East Coast rep, Colin Giles. The New York-based Giles had been independently repping the Frontier ensemble to American agencies. He then introduced Frontier principal Dowling to Lux founding partner/executive producer James Magowan, leading to talks that brought about the deal between the two companies.
Dowling first became known for his still photography, and then made a successful transition to spot directing some 10 years ago. His European work includes spots for Swiss Rail via McCann-Erickson, Geneva, and www.iii.co.uk for Barnes Vereker, London. He also has American work to his credit, a PSA for baseball charity Harlem RBI, which debuted during the 99 Super Bowl.
Like Dowling, Overbeeke initially built his reputation as a still photographer. He started directing spots in 95, turning out European commercials for such clients as Volkswagen and the soft drink Extran.
Abels resume includes visually-driven European ads for Ecco shoes and Nokia as well as promo work for the pop group Acqua.
Lipley first established himself as a production designer. He began directing seven years ago, gaining a reputation for working with visual effects. Lipleys directorial credits include spots for Volvo, Castrol, Alton Towers, Dulux, Mazda and Honda Accord.
Magowan said that while Frontier has several other directors, Lux is starting with Dowling, Overbeeke, Lipley and Abel because their sensibilities and work translate well into the American market.
Partners Magowan, Martin Kistler and Robert Leveen launched Lux Pictures in 95 as a longform company, working in features and documentaries. Its recent endeavors include Charles B. Merrill: An American Tycoon, a documentary about the founder of Merrill Lynch for Georgia Public Broadcasting. Kistler remains a feature producer with Lux, while Leveen is head of production spanning longform and spots.
A couple of years ago, director Martin Delamere wrapped, via Lux, a promo for a Spice Girls pay per view concert on British Sky Broadcasting. The experience, recalled Magowan, sparked Luxs interest in the spot arena. In late 98, the company formally diversified into commercials. The London-based Delamere continues to be repped by Lux for American spots. He helms European ads via U.K. studio Native Productions, and thus is not part of the reciprocal arrangement with Frontier.
In recent months, Lux has added to its spot directorial roster, securing Oblowitz, who had previously been with New York-based Highway 61; Finerty, formerly of The Joneses, Santa Monica; Walker who was last repped by Los Angeles-based Palomar Pictures; and Pallete, whose prior company affiliation was Chemistry, the short-lived successor to now defunct Harmony Pictures.
Pallete is best known for his Hispanic market spot work, though Lux is trying to broaden him into mainstream Anglo advertising. Under the Lux banner, he recently wrapped a package of six commercials for U.S. West via Solis Advertising, Denver, and another half-dozen ads for IHOP out of Orange County, Calif.-based agency al Punto.
Greiman, a former freelancer whose credits included identity work for Esprit, Microsoft and Lifetime Television, served as graphic designer on the Pallete-helmed U.S. West campaign.
At press time, Oblowitz was wrapping an independent feature film, On The Borderline, which he started prior to joining Lux. Oblowitz should soon be readily available for spot assignments through Lux, according to Magowan. Oblowitzs directorial endeavors include ads for Ford, Speedo, Heineken, Bell Atlantic and K-Mart, as well as music clips for such artists as Eric Clapton, Diana Ross, Natalie Cole, Shania Twain and Garth Brooks.
Finerty comes to Lux with directorial credits for McDonalds, Taco Bell, Outback Steakhouse, Total cereal, AT&T, Sears and Disney. His longform fare includes 27 episodes of the FOX TV series Americas Most Wanted.
Walker has recently written and directed the pilot and the first three episodes of a Sci-Fi Channel series slated to debut in June. At press time, he was wrapping some loose ends on that project and was about to become available for spots via Lux. His filmography includes spots for Honda, Converse, Coca-Cola, Budweiser and KFC.
Helping to diversify Lux into spots was executive producer Michael Dill, who came to the company last year from Crossroads, bicoastal and Chicago. Dill has since left Lux; his future plans werent known at press time. Luxs sales team consists of independent reps Giles on the East Coast, and Marilyn Clancey, who handles the West Coast and Midwest. Fiona Banister is director of marketing and new business development for the overall company.
Currently Lux is involved in both features and spots for Oblowitz and hopes to assume this same dual role for other directors, perhaps some from Frontier, related Magowan. Lux and Oblowitz are preparing to team on the feature, Flying With One Wing, with an ensemble cast that includes Rosanna Arquette, Jonathan Silverman and Daphne Zuniga. Luxs head of development is Leigh Kaufman Leveen, formerly an executive with FOXs Davis Entertainment, Los Angeles.
