Director Bill Mason has joined New York-based production house Sweet Dreams. Previously, he was at Big Picture Communications, also New York.
Mason has been helming spots since 1973. His credits include The Hamptons International Film Festival’s "Starving Artist," direct from the client; AT&T’s "Priceless Moment" via Kang & Lee Advertising, New York, which aired in Japan; and Kool Aid’s "Gimme Some Smile," through UniWorld Group, New York.
Mason has won several Clios, including one for best direction in ’78 for Coca-Cola’s "Street Song" via Burrell Communications Group, Chicago. He also took home a Mobius Award in ’90 for his work on Hill’s Department Stores’ "Baby Fair" via Cliff Freeman and Partners, New York.
Mason graduated from Art Center College of Design, Pasadena, Calif., in ’64, with a degree in graphic design. He then served as an art director at agencies such as Young & Rubicam, New York, and the now defunct Jack Tinker & Partners.
The director has been associated with several production companies over the years. Mason recently completed a three-year stint at the aforementioned Big Picture Communications. Previously, he was at Robbins & Associates (now Zero 2 Sixty), New York, where he was based from about ’89 to ’95. From ’86 to ’89, he ran Peter Cooper Company/Bill Mason Pictures.
Through Sweet Dreams, Mason is currently working on Kool-Aid’s "Perceptions" for UniWorld Group.
"As the business changes," he explained, "I’ve tried to change with the business. Right now is a very exciting time, because the palette is so broad, and people are so receptive to ideas and to the changes that have taken place. It’s wonderful for storytellers, because there are just so many exciting ways that you can visually tell a story."
Mason cited the increasing popularity of special effects, which are easier to create now thanks to software programs. "I also think we’re much more sophisticated today in terms of how we attack the film itself, how we tell the stories.…Even though the business seems to pick up on trends, dialogue and telling stories are still the crux of what we do."
Sweet Dreams’ president/ executive producer/sales rep Percy Hall has known Mason since Hall entered the business in the ’70s. Hall has always been interested in working with the director. "Bill and I have been trying to work together for about 15 years," Hall recounted. "Either he was doing something different, or I wasn’t available…So, finally, when I formed my company about five years ago, I asked Bill if he wanted to join, but he was already committed to another company. A few months ago, when his contract was up, I approached him."
Much of Mason’s work is aimed at African-American viewers, but he would like to broaden further beyond that niche. "I hope Percy and I can make inroads into what they call ‘general market’…That’s our ultimate goal."
Noted Hall, "We will continue to pursue our work with minority agencies, but we would like to also be considered just on our talents, by the white agencies [too]."
Sweet Dreams represents director Clifford Goler, as well. Hall, based in New York, serves as the company’s East Coast and Midwest rep. Los Angeles-based Tom Scott reps Sweet Dreams on the West Coast.
