Creative production partner Tool has added Ava Berkofsky to its directorial roster for commercial representation in the U.S. Berkofsky (they/them), an award-winning cinematographer and LGBTQIA+ voice, has applied their signature visual style to features (The Sky Is Everywhere), television (HBO’s Insecure, Bel-Air), documentaries, and commercials.
Tool becomes the first company to represent Berkofsky as a director for commercials in the U.S. market. Berkofsky has extensive experience as a commercial DP. Having shot campaigns for Nike, Etsy, and Google, Berkofsky has also helped create visual identities for Apple, A24, Amazon, Netflix and Hulu. Berkofsky has additionally lensed a number of film-based art projects with exhibitions at MoMA, Brooklyn Museum, and The Armenian National Gallery.
“We are so excited that Ava is taking the next step in their commercial directorial career with us,” said Nancy Hacohen, managing director at Tool. “Ava is an outstanding filmmaker, and we’re looking forward to helping bring their unique voice and style to brands searching for a strong visual storyteller.”
Berkofsky’s directorial debut was for HBO’s comedy/drama series Insecure, an episode which earned an Outstanding Cinematography Emmy nomination for DP Kira Kelly. Berkofsky is a three-time Emmy nominee (in 2019, 2020 and 2022) for cinematography–all on the strength of their work on episodes of Insecure. Berkofsky also garnered an ASC Award nomination in 2021 for Insecure.
“Growing up in a family of filmmakers, my first language was learned by telling stories with a camera. I’m excited to use a lifetime of experiences to capture unexpected emotions, showcase intimacy, create humor, and discover real beauty to elevate stories and brands,” said Berkofsky, who added, “Tool has an incredible reputation for being home to the industry’s best filmmakers, and I’m thrilled to work with them to make powerful and effective commercials.”
California Gov. Newsom Signs Laws To Protect Actors Against Unauthorized Use Of AI
California Gov. Gavin Newsom signed off Tuesday on legislation aiming at protecting Hollywood actors and performers against unauthorized artificial intelligence that could be used to create digital clones of themselves without their consent.
The new laws come as California legislators ramped up efforts this year to regulate the marquee industry that is increasingly affecting the daily lives of Americans but has had little to no oversight in the United States.
The laws also reflect the priorities of the Democratic governor who's walking a tightrope between protecting the public and workers against potential AI risks and nurturing the rapidly evolving homegrown industry.
"We continue to wade through uncharted territory when it comes to how AI and digital media is transforming the entertainment industry, but our North Star has always been to protect workers," Newsom said in a statement. "This legislation ensures the industry can continue thriving while strengthening protections for workers and how their likeness can or cannot be used."
Inspired by the Hollywood actors' strike last year over low wages and concerns that studios would use AI technology to replace workers, a new California law will allow performers to back out of existing contracts if vague language might allow studios to freely use AI to digitally clone their voices and likeness. The law is set to take effect in 2025 and has the support of the California Labor Federation and the Screen Actors Guild-American Federation of Television and Radio Artists, or SAG-AFTRA.
Another law signed by Newsom, also supported by SAG-AFTRA, prevents dead performers from being digitally cloned for commercial purposes without the permission of their estates. Supporters said the law is... Read More