Editorial shop The Whitehouse has launched Cap Gun, a Chicago-based production division featuring a core of talent consisting of exec producer Matt Abramson, director Alex Fendrich and production manager Kaitlyn Parks. The collective will handle a wide range of productions, including directing traditional broadcast commercials and creating original content (from conception to delivery of a finished product).
The first work out of the new venture includes Craftsman’s “Music Experiment” out of Y&R, Chicago, and a soon-to-be-released interactive project for Norton out of Leo Burnett, Chicago. Both jobs were directed by Fendrich.
David Brixton, managing partner of The Whitehouse, explained, “We saw an opportunity to extend the range of the creative solutions we offer our clients, particularly in the Chicago market.” Brixton knew Abramson as an agency producer who in turn introduced him to director Fendrich.
Abramson’s agency pedigree includes producing at Chicago shops Element 79 and then DDB Chicago. Fendrich also worked on the agency side as a creative in Chicago. He also performed with noted Chicago comedy troupe Second City. He then moved into directing spots for such clients as Western Union and Cricket Wireless, the latter of which marked his first collaboration with Abramson.
The Whitehouse continues to maintain offices in London, New York, Chicago and Los Angeles.
Director Lu Villaca Joins MADRE
Production company MADRE has added Brazilian director Lu Villaça to its talent roster. With degrees in cinema and performance and a master’s in screenwriting, Villaça brings a multifaceted approach to filmmaking. Villaça’s tastes have been shaped by her childhood training in ballet, studying Greek theatre texts, her passion for music, and her contemplative nature. She honed her cinematic skills early on as an AD and creative assistant before becoming a director. Intent on capturing the drama of everyday life as it plays out, Villaça is tuned in to how the bodies in her frame move through their environments and what elements of the story can be extrapolated from these compositions. Her sharp attention to detail in every aspect, from lighting to the final edit, is designed to connect emotionally with her audience. Villaça has been awarded three Cannes Lions for her film “Next Minute Law,” which promoted awareness of a law in Brazil designed to address the rampant epidemic of sexual violence. “Next Minute Law” also garnered Best Direction at El Ojo and the Ciclope Latino Festival, where Villaça also won Best New Talent. Additionally, she has directed assorted commercial campaigns for brands like Johnnie Walker, Huggies Wipes, Nestlé, Amazon, A.C. Camargo Cancer Center, and a spot for Medley featuring Brazilian Olympic gymnast Rebeca Andrade. Prior to joining MADRE, Villaca had been repped by production house LOBO. Recognized in Brazil as a top music video director, Villaca won Best Female Direction for her work on “Nu” by Assucena and “Lovezinho” by Rachel Reis, which also won Best National Music Video at the MVF Awards. Villaça additionally co-directed the documentary Pagliacci, an homage to circus artist Domingos Montagner... Read More