The directorial duo of Josh & Xander–Josh Melnick and Xander Charity–has signed with Tight, the Santa Monica production house headed by exec producer Jonathon Ker, for exclusive representation in commercials and music videos. Josh & Xander come over from bicoastal/international Partizan where they helmed both spots and music clips since late 2003.
Josh & Xander have stepped up their commercialmaking endeavors this year, starting with Bubblicious’ “Spotlight” for J. Walter Thompson, New York, which debuted during the Super Bowl telecast. Next came jobs that included TIAA-CREF via Modernista, Boston, Johnson & Johnson for Lowe, New York, and a trio of projects for Publicis, New York–an Amstel Light campaign, UBS’ “From Every Angle,” and Stolichnaya Vodka’s “Frozen Neighbors.”
While the Publicis fare represents repeat business, so too does the Bubblicious commercial, which featured NBA superstar Lebron James. Earlier, Josh & Xander directed a Wild Aid PSA for JWT, New York, in which it’s asked how a long jumper could clear a herd of elephants. The sobering answer to that riddle-like question is when the elephants have been killed, leaving a pile of tusks which the jumper then vaults over. JWT’s favorable experience working with Josh & Xander on that project led to the decision to go with the duo for the Super Bowl ad.
Josh & Xander’s latest music video work includes clips for such artists as The Stills and The Fever. The directors’ industry roots are in videos. In fact it was their first project together, a music clip featuring Death Cab For Cutie, that caught the eye of Partizan while earning inclusion in Resfest 2003. Josh & Xander then ran Postal Services’ video “Such Great Heights” through Partizan as sort of a trial run to see how they liked working at the company–and how the shop liked working with them. The clip–which won honors at Resfest and garnered an MVPA Award nomination–resulted in the directors formally coming aboard Partizan.
Xander said he and Josh enjoyed a great two-year run at Partizan, but began to test the waters for a new roost in light of recent managerial and representation changes there. The helmers were drawn to Tight on several levels, including their affinity for Ker, his reputation in helping to build directorial careers, and the shop’s boutique size.
On the latter score, Tight has a roster consisting of directors Iain Mackenzie, The Brothers Strause (Colin and Greg) and Josh & Xander. “It’s a smaller lineup which gives the guys an opportunity to shine a bit more,” said Ker.
Josh noted that it was also a plus to be able to direct spots and videos under the same roof. “Our work in one informs the other,” he observed. Ker said that Tight is currently seeking an independent music video rep for Josh & Xander. The company earlier did the same for The Brothers Strause, securing indie clip rep Laure Scott.
Though he’s not eager to get into the hardly profitable world of videos, Ker noted that it’s an important discipline in which to be involved because of the creative opportunities it presents. Ker related that he was initially drawn to Josh & Xander for their storytelling videos. The exec producer added that the helming duo offers an atypical mix of storytelling and visual sensibilities, while also being comfortable in deploying visual effects to advance a concept.
Tight’s spot sales force consists of staffer Andrew Hall who handles the West Coast, and indie reps Philip Alden on the East Coast and David Wagner and his colleague Robert Mueller in the Midwest.
