Paranoid US has signed director Cedric Nicolas-Troyan, formerly of Psyop where he and Laurent Ledru helmed the lauded Haagen Dazs “Opera” spot out of Goodby, Silverstein & Partners, San Francisco. Additionally Paranoid US has hired Matej Purg as head of production….Boy & Rocket, a division of McManus Studios, has been launched by studio head Erwin McManus and director Kevin T. Willson. The L.A.-based commercial production company's initial project, “Casket,” aired to 106 million viewers on Super Bowl Sunday. A Willson-directed spec spot, “Casket” was created for Doritos' “Crash The Super Bowl Contest.” Out of 4,000 entries, it was chosen to be one of four that aired during the game. “Casket,” which depicts a man who fakes his own death so he can watch the game in peace in a casket full of Doritos, was ranked 14th among all Super Bowl ads in the USA Today poll. Willson's directorial credit also include several short films, including Beauty, The Water Artist and Unseen….Todd Sarsfield, formerly of Digital Domain, has joined the New York office of MassMarket as visual effects supervisor. Sarsfield has been active in commercials (Lexus, BMW, VW, Sony, Heineken, AT&T, Prada, Apple, adidas, Nike) and features (Tron Legacy, I Robot, The Italian Job, Star Trek: Nemesis)….Mark Beardall has joined the Framestore London commercials team as senior Flame artist….Bobby Pearce has been promoted from executive creative director to chief creative officer at BBDO Atlanta….Rick Condos and Hunter Hindman, who currently work on all Frito-Lay brands, were promoted to executive creative directors at Goodby, Silverstein & Partners, San Francisco. Additionally creative director Margaret Johnson has been made an associate partner at the agency….