Production house tinygiant has added Nicolò Bravetta and Iacopo Carapelli to its directorial roster for commercials in the U.S. This marks the first representation in the ad arena for each director.
Perhaps a great omen for any automotive director, Bravetta hails from the city where Fiat Chrysler has its headquarters: Turin, Italy. His background in music also serves as inspiration for a style that is driven by the rhythms of jazz blending with his keen aesthetic eye. This unique combination had led him to form a visual language well suited to working with luxury automotive companies. Bravetta has directed for high-end auto industry brands including Porsche, Lamborghini, Ferrari, and Maserati. Currently, he is working on a pilot for a Netflix series in Europe and his IKEA “Keep It At Home” project just won Best CSR campaign at the European Digital Communication Awards.
Carapelli has an eclectic mix of commercial and music video projects to his credit. He’s directed for clients including Levi’s, Napapijiri, and Ray-Ban–––for the latter he turned out the global #ProudtoBelong holiday campaign.
Veronica Diaferia, founder of tinygiant, said, “Nicolò’s strong aesthetic sense and work ethic have been evident since day one. His automotive work, knowledge of VFX, as well as his desire to move toward work that combines human stories with the traditional style of running footage gives us a great opportunity for growth. He has been working internationally for years and he is ready for the U.S. market.”
Diaferia continued “Iacopo’s style is so fresh and unique–––we are already seeing such love for his work from US agencies who put bold visuals and a fresh approach to framing and composition on their priority list.”
Carapelli’s first collaboration with tinygiant is an integrated campaign for Ray-Ban; Bravetta’s new global Porsche campaign will launch this fall.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More