- Monday, Jan. 9, 2017
- LOS ANGELES
Director Benji Weinstein has joined production company Smuggler. He had previously been handled by Tool of North America for commercials and branded content.
Among Weinstein’s notable credits is REI’s “#OptOutside” campaign from Venables Bell & Partners, San Francisco, produced by Tool and earning Cannes Lion Grand Prix distinction in both Promo & Activation and Titanium in 2016. Per the campaign, REI closed its retail stores on Black Friday so that their employees and customers could instead enjoy the great outdoors, spending the time around Thanksgiving to be with family and friends. “#OptOutside” also garnered two Direct Gold Lions, a Promo & Activation Gold Lion, a Cyber Gold Lion, an Integrated Gold Lion, a Design Silver Lion, a PR Silver Lion, a Mobile Silver Lion, a PR Bronze Lion and a Mobile Bronze Lion.
“#OptOutside” additionally scored top honors at the 2016 One Show, winning the Gold Pencil for Best in Show, along with Gold Pencils in six other categories, and three Silver Pencils. The REI campaign was also honored in the AICP Next Awards’ Integrated Campaign category.
Weinstein’s commercial endeavors span such clients as Diet Dr Pepper for Deutsch, Lowes for BBDO NY, Experian out of The Martin Agency, Xfinity for Goodby Silverstein & Partners, San Francisco, and Mentos for BBH London.
Brian Carmody, co-founder and managing director of Smuggler, said of Weinstein, “This lad is a class act. No airs and graces, just the pure desire to be great at his craft. For me, he’s not just a comedy director--he’s a performance director first and foremost. We’re very much looking forward to this journey together.”