Our inclination is shaped in the womb as two ultrasounds demonstrate–one of a somewhat docile budding life, the other one that is dancing and hyper active. This later translates into a guy (“the brake”) and a gal (“the gas”) whom we see grow up; the lass putting the pedal to the metal literally and figuratively, the lad playing it safety first.
This work from DDB New York and produced by Independent Media marks the first major brand commercials helmed by episodic television director Tucker Gates (The Office, Parks and Recreation, and Weeds).
“Hertz’s Gas and Brake Campaign was an exciting entry into creating commercials for a major brand,” related Gates. “My goal was to build an entertaining chemistry and dynamic on screen that causes viewers to immediately identify with the world of The Gas and The Brake … no matter if they are planners or if they prefer to fly by the seat of their pants.”
The bottom-line marketing point is that no matter which you are, Hertz can accommodate your journey.
Gates is exclusively repped worldwide for spots and branded content by Independent Media.
SUPERLATIVE Signs Director Claudia Abend For Spots and Branded Content
Latin American director/editor and documentary filmmaker Claudia Abend has joined SUPERLATIVE for her first U.S. representation spanning commercials and branded content.
Abend's empathetic docu-style POV has garnered several international awards for the documentary films Hit (2008) and The Flower of Life (2018). Her spotmaking credits include such brands as Procter & Gamble, Nestle and Blue Cross/Blue Shield. SUPERLATIVE has already worked with Abend, together producing a new ad campaign for digital agency Tinuiti and The Honest Company, a consumer goods corporation featuring eco-minded products.
“We found Claudia through her poignant documentaries on the festival circuit,” said SUPERLATIVE creative manager Stefan Dezil. “We are excited about her textured narratives, emotional storytelling, and her powerhouse long-form storytelling abilities, currently on her third feature film. As SUPERLATIVE continues to build our brand after premiering our latest films at Sundance and SXSW, Claudia is the kind of multidimensional artist we are excited to partner with on branded content and beyond. Fluent in English and Spanish, her reel shows real prowess with infants, food and skin products, families both young and old. Great visual storytelling and inspirational doc work.”
Abend began her career in her native Uruguay, studying film and editing in college. “My dad would show me films like Citizen Kane,” she said. “I love cinema and became an editor. It was here that I learned all about communicating human emotion.”
From the get-go, Abend hit it big as a documentary director, teaming with Adrianna Loeff on Hit, a movie chronicling pop artists of Uruguayan music. Abend took home a Best Editing... Read More