Bicoastal hybrid production and post company humble has expanded its live-action and VFX menu to now include food and tabletop with the addition of director Jerry Simpson to its roster. Simpson’s work–which often incorporates live action and performance as well as food and product cinematography–includes spots for such brands as Avon, Pepsi, Kraft, Whole Foods, Corona and Burger King.
Simpson continues to maintain his SFI Productions in Long Island City, NY, for still/print work. His shooting stage there is also available for rental. As a director, Simpson is represented nationally by humble which also provides full production and EP support for all of his commercials and other content work for ad agencies.
The SFI operation will remain a base for Simpson’s food and tabletop work as well as provide humble with access to a shooting stage for its own projects. In addition, Simpson’s recently opened postproduction and color grading facility–also based in his Long Island City complex–will continue to operate as a standalone facility and similarly will be available to work on various humble projects on an as-needed basis
Simpson said he’s excited about the opportunity to focus his efforts exclusively on his creative work rather than on the demands of running a single-director production house. “This will free me up to deliver great work for clients and to tell stories in the most dynamic fashion possible,” he related. “And it’s going to open a lot more doors for my work and get more handshakes going. I’m really looking forward to that.”
Eric Berkowitz, president/executive producer of humble, described Simpson as “a great storyteller with an eye for detail, texture and nuance….We’re really excited about the prospects for extending his reach into new areas of the media business.”
Additionally, humble will be able to tap into the skills of photographer Chris Simpson who continues with SFI, which handles production for his still work. Via humble, Chris Simpson will be available for integrated projects. A second-generation advertising image maker, his recent assignments includes a print campaign for BBDO New York.
Director Lucrecia Signs With PRETTYBIRD For Her 1st U.S. Representation
PRETTYBIRD, the production company helmed by Paul Hunter, Kerstin Emhoff, and Ali Brown, has added award-winning filmmaker Lucrecia to its roster for U.S. commercial and music video representation. This marks the director’s first representation in the U.S. market.
Lucrecia has been signed to PRETTYBIRD UK since 2021, soon after winning UKMVA’s Best Pop Newcomer award for her Tarantino-esque music video for rapper/singer-songwriter Ashnikko--which the director pitched, prepped, and shot in only four days. Since joining PRETTYBIRD UK, Lucrecia has quickly made a name for herself. Her striking narratives, combined with a hyper-real aesthetic and iconic world creation, have been the centerpieces of her filmmaking and photography.
Her work has gone viral on more than one occasion. Her commercial for bibigo, “Live Delicious,” was widely admired and even recreated on an episode of Jimmy Kimmel. She has won awards from Kinsale Shark, Creative Circle, and UKMVA, as well as recognition at the Cannes Lions Young Directors Awards and Ciclope Awards.
Candice Dragonas, VP, talent strategy/executive producer PRETTYBIRD US, said of Lucrecia, “She brings a uniquely stylish approach to storytelling with the perfect splash of humor and playfulness. I admire her extreme passion for her craft and the drive to create at the top of her game.”
In addition to Lucrecia’s cinematic visual aesthetic, she routinely engages in another unique form of self-expression: nail art. She has had everything from whipped cream and cherries to chrome flames adorning her nails.
At PRETTYBIRD, Lucrecia joins a roster of filmmakers including Academy Award-winning duo Daniels (Everything Everywhere All At Once), A.V. Rockwell (A Thousand... Read More