I really love commercials," states Noam Murro, co-owner/director at Biscuit Filmworks, Los Angeles. "I think it's an incredible medium … and we're fortunate to work in it. There are incredible opportunities … not just to develop as a filmmaker, but to actually express yourself as a filmmaker. Spots are short, but they are interesting and challenging and wonderful."
Murro, who has been directing spots for 10 years, continues to turn out ads that double as cinematic masterpieces. For the second year in a row, Murro was nominated for a Directors Guild of America (DGA) Award for best commercial director. (Director David Fincher of bicoastal Anonymous Content ultimately won the honor.)
Murro's nominated spots were: the California Milk Fluid Processors' "Birthday," out of Goodby, Silverstein & Partners (GS&P), San Francisco; Saturn's "Beautiful," also out of GS&P; and Bud Light's "Mr. Way Too Much Cologne Wearer" via DDB Chicago. The three ads illustrate the depth and variety found on Murro's reel. "Birthday"—which illustrates his storytelling and casting abilities—features a solemn little boy who can see the immediate future. At a birthday party, he warns the guests not to eat cake, but no one listens to him. They pay for this later when it's revealed that the hostess has run out of milk.
Murro's adeptness with straight humor can be found in "Mr. Way Too Much Cologne Wearer." The ad, part of the "Real Men of Genius" campaign, is a musical salute to the guys who slather on too much cologne, while "Beautiful," which shows the lovingly photographed bare chassis of a Saturn, highlights the director's visual prowess.
"I think that the fortunate part for me is that I am able to work on the full spectrum—meaning that I'm able to do funny work, poignant stuff, and visually challenging stuff," Murro says. The director's work in recent months has certainly showed off his variety. Consider the recent HBO promo titled "Water Cooler." The piece plays off the expression "water cooler series"—TV shows that people discuss the day after—by presenting itself as a message from The Water Cooler Association of America. The ad shows how water cooler use has risen thanks to the buzz-worthy programming—like The Sopranos and Curb Your Enthusiasm—produced by HBO. Another recent project, Saturn's "Philosophy," shows dreamy imagery of Saturn customers and dealers interacting to underscore the carmaker's low-key approach to sales.
Murro effortlessly moves from car ads to packaged goods to cat food ads. "I think part of what makes things great is if you judge them only by the quality of the concept—whether it's cars or yeast infection products," he notes. "It doesn't really matter as long as [the concept] is good."
At present, he is continuing his search for good concepts. Murro was attached to make his feature directorial debut with The Ring 2, the sequel to the 2002 film The Ring, but according to recent reports, he and DreamWorks, the studio behind the film, mutually decided to part ways. Although the helmer does plan to direct a feature, his spot window is currently wide open.
Company man
Murro began directing in '94, while he was an associate creative director at the now defunct ad shop Goldsmith Jeffrey. While at his first roost, bicoastal HKM Productions, Murro met Shawn Lacy Tessaro, now co-founder/executive producer at Biscuit, which the two launched in '00, after a successful run at the now defunct Stiefel & Company. Since starting his directing career, Murro's spots have won assorted awards, including several honors at the Association of Independent Commercial Producers (AICP) Show, Gold Lions at the Cannes International Advertising Awards, One Show Pencils, as well as Clios, ANDYs and Addys. "I still get really excited and tingly and really moved every time I go out with a camera," says Murro. "The drive to the set, the fact that you go there to create something new in the morning—it's an addiction."
Murro also praises the agency creatives he collaborates with. "Without them, directors are nothing," he notes. While he works with a variety of agencies, including TBWA/Chiat/Day, Los Angeles; Arnold Worldwide, Boston; Fallon, New York; and Young & Rubicam, Chicago, he has also enjoyed a successful relationship with GS&P, producing several award winning spots. "They have a certain culture about executing work … that is a wonderful environment for a director to work [in]," Murro relates.
Biscuit is also proving to be a good environment. "We're doing very well. We are a small place that cares about the people that are here, and I think we have extraordinarily talented people," says Murro.
"And we're growing," he adds, referring to the recent singing of director Mike Bigelow. "It's fun. Shawn, my partner in crime, is extraordinarily talented, and we've created not only a good place to work—in terms of the kind of work we do—but I think it's a fun place to come every morning."
Murro says that if you had asked him 10 years ago where his career as a director would be today, he wouldn't have been able to answer. "I think inside I had the conviction, but I didn't know," he laughs. "I don't have a calendar with a five-year goal—I can barely survive the day. It's like I'm trying to finish the day without hurting myself. That's the way I do it. I welcome the randomness of it."
