We Are Royale (WAR) has signed international director Tyrone Mackay for commercials and branded content in the U.S. This marks his first representation in the American market though he is no stranger to WAR, a design-driven creative production studio which maintains offices in Los Angeles and Seattle
Over the years, Mackay has collaborated with WAR on commercials for major international brands like Nike and Taco Bell. Years earlier, he also provided 3D art on spots for Apple alongside Brien Holman and Jen Lucero, who would go on to found WAR and bring Mackay in as a valued freelancer. Mackay’s directing also turned heads on a campaign for Snuggle alongside VFX company Rhythm and Hues, featuring the animated Snuggle bear bounding through a tropical paradise. His varied portfolio behind the camera also includes memorably innovative compositing work.
As for why he ultimately decided to join the WAR roster, Mackay cited his favorable experience working with the company. “Royale always stick up for the artist and the creative,” he said. “I’ve consistently gotten to do cool work with them, plus their clients love them. It was a very easy decision.”
For over a decade, Mackay and his brother have run Heart Media, a Johannesburg-based production and animation studio producing award-winning work in stills, VFX, and compositing. As well, Tyrone Mackay has been involved with numerous music videos for some of South Africa’s hottest bands, most notably, The Parlotones. As a director, he was last represented in South Africa by production company Mother Father.
Mackay has racked up an impressive shelf of awards hardware and accolades in his decades-spanning career, including numerous Cannes Lion shortlists, with a particular highlight being his still photography and compositing on OMO washing powder’s “Clean Never Discovered Anything” print campaign. The breathtaking ad featured an elaborate underground cave system, entirely constructed from photographic elements in post by Mackay. The OMO print ad also took home a trophy at The Loeries, Africa and the Middle East’s brand communications awards competition.
In addition to awards recognition as part of the teams at post studio Fundamental (which evolved into Heart Media) and ad agency The Clearwater Group in South Africa, Mackay has turned out work that’s frequently been featured in trade publications, as well as screenings at London’s National Theatre. He was also chosen to speak at the Cape Town International Film Festival as part of their panel on The Future of VFX alongside Shrek producer Aron Warner.
WAR chief creative officer and co-founder Holman said, “Tyrone is one of the most incredibly versatile and awesome artists that I’ve ever had the pleasure to work alongside. Always fun to collaborate with, and a great attitude. We’re excited to see how Tyrone’s going to push WAR forward, especially in terms of pioneering new compositing techniques and achieving our broader goals as a company.”
Mackay is most looking forward to pushing creative envelopes and discovering new trends as part of the WAR team. “That’s the kind of work I love,” he affirmed.
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