The directing duo of Fermin Cimadevilla and Lorena Medina–who go by the name This is Felo–have signed with Paydirt Pictures for exclusive representation in the U.S. for commercials and ad content.
Cimadevilla and Medina are based in Barcelona although originally from the Americas. The pair describes themselves as a “directing duo of humor and vignettes, with a wide variety of styles and techniques that combine visual storytelling, animation and strong art direction.” Both initially worked as individual directors before deciding to team up.
Their sexy and provocative music video for Chulius & the Filarmonicos titled “Don’t” was honored at the 2015 Berlin Fashion Film Festival for Best Production Design and was named to a variety of ‘best music video’ lists by VideoStatic in the U.S., Fubiz in France, One Point Four in the UK, Fringe Music Fix in Canada, Neo2 Magazine in Spain and Filter Magazine in Mexico.
Cimadevilla’s work ranges from over-the-top comedy to non-fiction storytelling. His short film, “The Town Where Nothing Ever Happens,” created by Shakelton in Madrid for a consortium of pay TV channels, was honored with seven Cannes Lions and was named by The Big Won Report as the second-most awarded worldwide campaign of 2008.
Medina brings a mixed media background combining film, animation and visual effects. She uses these techniques, she explains, to create narratives that are partially driven by their art direction and design. Her anti-drug PSA for Spain’s FAD (Foundation Against Drug Addiction) titled “Construye” mixes highly individualistic vignettes of young people doing positive things interspersed with bits of animation and effects.
Collectively This Is Felo has directed spots for such clients as Ikea, Converse, Sony, Coca Cola, Canal +, Heineken, P&G, Novartis, MTV and Samsung. Their roster of agency clients includes Del Campo Saatchi & Saatchi, KesselsKramer, McCann Erickson, DDB, Publicis, Lowe & Partners, Cheil and TBWA. Their work has been recognized by such festivals as CdeC, sponsored by the Creative’s Club Of Spain; El Sol, the Ibero-American Advertising Festival; and LAUS, presented by the Art Director’s Club Of Spain. In addition, “Don’t” has been selected for official screenings at short film and fashion film festivals in France, South Africa, the Netherlands and Spain.
This is Felo joins a Paydirt directorial lineup that includes the teams of Leila & Damien de Blinkk and Riess | Hill, along with Emil Kahr and Vern Moen. The company is represented by The PTA on the East Coast, Monaghan Talent Rangers in the Midwest and Grade A Mgmt on the West Coast. Paydirt’s exec producer is Jeremy Barrett.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More