Production company Motion Theory has signed noted art and engineering collective Syyn Labs for exclusive commercial and music video representation as a directorial team. Syyn Labs is a group of creative engineers from varied sectors who collectively marry the worlds of art and technology into exhibits that transcend multiple mediums and incorporate designs that encourage viewer engagement and social collaboration.
Syyn Labs joins a Motion Theory directors’ lineup that includes Mathew Cullen, Jesus de Francisco, Grady Hall, Mark Kudsi Christopher Leone and Chris Riehl.
“In signing Syyn Labs, we’ve gone outside of the traditional live-action pool of talent to build our roster,” said Javier Jimenez, executive producer/partner, Motion Theory. “Syyn Labs is an incredibly talented group of individuals who tell visual stories with inventiveness and originality that tap into popular culture.”
Syyn Labs was formed in 2008 by a group of artists, thinkers, technologists, engineers and scientists who build and twist together art and technology in original diverse ways. The group’s work became a viral sensation in 2010 when it co-directed (with both James Frost of ZOO Film, and OK Go) the “This Too Shall Pass” music video for OK Go, which has been viewed almost 20 million times online. The video’s unique assembly builds creative contraptions and interactive installations that encourage audiences to play together by lowering social barriers. The Syyn Labs members’ have designed and developed an elaborate portfolio of proprietary technology including ArtFall, an interactive whiteboard; Rubens’ Tubes, a sound-reactive fire sculpture; Sonic Stalagmites, painting with sound; and the Cloud Mirror, which uses augmented reality to bring an event’s badges to life. Their exhibits have been showcased in commercials for Comedy Central, Disney XD, and Google, and exhibited at LACMA and the Santa Monica Glow Festival.
Adam Sadowsky, Syyn Labs’ president, said that his collective felt simpatico with Motion Theory, noting that the production house “has built a community of creatives who come together to experiment, which is the very reason for why we started Syyn Labs in the first place.”
While Syyn Labs will be represented by Motion Theory as a directing team who conceives, directs and executes end-to-end, the collective will continue to collaborate with outside directors on commercial projects that want to tap into its creative skills.
Florence Adds Director Parker Schmidt To Its Roster
Boutique production company Florence has added Parker Schmidt to its directorial roster, marking his first signing for representation in the U.S. Schmidt found his way into directing from his background as a competitive downhill skateboarder, where his world travels and brand relationships catalyzed a lifelong passion for film. Now behind the camera, Schmidt’s work embodies high-grade art direction, intentional craftsmanship, and lensed moments that capture the human experience.
Following his career in action sports, Schmidt was accepted to MASE Art School in Berlin, after which he began working as an art director for brands like Leica Camera, Nike, and Corona Beer. Once introduced to commercial filmmaking, his directorial style came to life, shooting ads across Europe, the United States, and the Middle East.
His body of work includes spots for Lexus, Cadillac, Porsche, Hyundai, REI, CHIMI, Aero Airlines, Apple, Free People, Sharenow, World Sports Games and The Wall Street Journal. Schmidt remains committed to pushing his artistic boundaries as a filmmaker, frequently directing creative shorts like Bowl of Life, Ascension, and the experimental short Requiem. He’s won accolades like Best Sport Film at the Santa Monica International Film Awards and Best Skateboard Film at the Mountain & Adventure Film Festival.
Schmidt said of signing with Florence, “I clicked so quickly with [company founder and EP] Jerad Anderson when we met on a project for Lexus earlier this year. The same goes for [managing director/EP] Ned Brown, who immediately showed a profound interest in getting to know me and what I aspire to achieve. The creative alignment of the stars was set in motion to build trust and... Read More