Director Dave Laden, whose PETA PSA “Grace” earlier this month was honored in the Public Service category of the AICP Show, has joined Hungry Man for worldwide representation. Laden helmed “Grace” via Hollywood-based Über Content, his previous production house roost.
Conceived by L.A. agency Matter, the PSA–which made SHOOT‘s “The Best Work You May Never See” gallery in Nov. 2009–opens at the Thanksgiving dinner table where a family is gathered before a sumptuous feast, which includes a big turkey. A young girl then says grace, expressing “thanks” for the turkey, the turkey farms where they put turkeys in dark little sheds for their entire lives and where the birds’ feathers are burned while they’re still alive. She then gives thanks for the people who think it’s fun to kill turkey’s by stomping on their heads, and for “the chemicals, dirt and poop inside the turkey we’re about to eat.”
At the very end of grace, she adds, “And thank you for rainbows.” A supered message concluding the spot reads, “Go Veg–PETA.”
Laden’s industry roots are in ad agency soil. He began his career as an art director at Ogilvy & Mather, New York, working on such accounts as American Express, IBM and Hershey’s. He went on to become an associate creative director at Goodby, Silverstein & Partners, San Francisco, creating for Comcast, the California Milk Processor Board and Saturn, among other clients. During his Goodby tenure, he also got the opportunity to direct commercials for Saturn, the X-Games and nonprofit organization called Youth Speaks.
Laden directed projects via Teak Motion Visuals, a San Francisco-based hybrid editorial/production shop, before joining Über Content in late ’07.
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