Director Lionel Coleman has joined Superlounge for exclusive U.S. spot representation. His commercialmaking runs the gamut, from tender moments (Huggiesโ โNo Baby Unhuggedโ campaign via Ogilvy), to powerful messages (Childrenโs Cancer Association/CCAโs โDear Cancerโ) and broad visual humor (LasVegas.comโs โDistraction Curtainโ via R&R Partners). Coleman has cultivated a quiver-full of arrows in production: his most recent project is a three-spot package for Barrow Neuro Institute via R&R Partners, which he directed, lensed and edited.
Colemanโs point of view has been shaped by a unique trajectory, beginning with years spent as a cameraman at CBS News. His assignments took him around the world, covering conflicts, natural disasters and more. The experience left Coleman longing for a career in entertainment, possibly as a feature DP. He moved to LA, but was recruited by Nike in Portland. There, he began shooting in-house docs, and a pilot for The Just do It Hour. Nike also opened the door for Coleman to direct spots in-house. That led to his being signed by production company Visitor, and he quickly realized the key to his success as a director would be rooted in diversity. โYou survive by being a chameleon,โ he said, โso I expanded into sports, cars, healthcare, and so forth.โ
Colemanโs clientele in the branded arena grew to include adidas, Ford, Gatorade, Walmart, and Wilson Tennis. At one point, he recalled, โI wanted (DP) Matthew Libatique for a job and he wasnโt available. I thought, โI started out as a cameraman, Iโll shoot this one.โ That led me to be unafraid of shifting gears, it allowed me to dream.โ As a director who could shoot and edit when necessary, Coleman was free to pursue great creative, regardless of challenging budgets. He also learned that versatility is the sister of reinvention. Colemanโs beginnings at CBS News are now bookended by his acceptance into that networkโs diversity program, where he is pursuing opportunities in episodic TV, shadowing directors of NCIS: New Orleans, F.B.I. and God Friended Me.
โLionel is versatile, agile and inspired,โ said executive producer Vicki Williams, who presides over Superlounge alongside EP Dave Farrell. โHe has a unique grasp of what it means to be human. He brings that not only to his work, but to his ability to collaborate.โ
โI was getting used to being on my own, but the people and philosophy of Superlounge won me over,โ said Coleman. โDaveโs take on the production company model, and the teamโs commitment to creative, are synergistic with my point of few as a filmmaker.โ
Coleman comes aboard a Superlounge directorial roster which includes Jordan Brady, Greg Popp, Russell Bates, Ben Giroux, Jeannette Godoy and John Poliquin.