Directing duo 300ml of Park Pictures teamed with Buenos Aires production company Labhouse to give feet their long overdue due on behalf of client Rexona foot deodorant via Buenos Aires ad agency Ponce.
This :60 shows how feet are snubbed time after time–a marathon runner whose winning medal gets draped around his neck despite his feet having done most of the work; a ballerina whose handprints are placed in cement; a woman whose other body parts are the sensual focus, propped up by ignored high heels; soldiers whose feet carry them through the battlefield yet whenever a brave warrior gains hero status, a bust of his head, neck and chest is memorialized.
A voiceover affirms that feet “will never win the glory. That is why we think the time has come to acknowledge them by keeping them fresh and dry.” The means toward that end is Rexona Efficient, which gives loving care to the feet, the bodypart that sweats four times as much as the armpit.
Park Pictures and Labhouse co-produced the spot.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More