- Friday, Oct. 7, 2016
- NEW YORK
No Smoke has added Aram Rappaport to its directorial roster. He just directed via the production company an Optimum Cable campaign for The Martin Agency.
While this is Rappaport’s initial ad effort for No Smoke, it’s hardly his first time in the director’s chair. He opted to write and direct a feature film rather than attend college at age 18. While many pursue that path, few persist—as Rappaport did—to the finish line. The result of his journey was “Innocent,” an ambitious one-take drama starring Alexa Vega. He’s since written and directed more feature films, including “Syrup” starring Amber Heard, Brittany Snow, Shiloh Fernandez and Kellan Lutz (Magnolia Pictures), and “The Crash” (January 2017), which stars Minnie Driver, John Leguizamo, Frank Grillo, Dianna Agron and AnnaSophia Robb. Leguizamo introduced the director to No Smoke’s leaders.
This is fitting because Leguizamo actually stars in the Optimum ads, which focus on the company’s app. In “John vs. John,” Leguizamo, the character actor/comedian/cable customer, goes up against himself in various guises that represent his favorite content. As he interacts with his flirty woman, foreign chef and street-hustler selves, the audience learns that they can get all their favorite content on their smartphones. The 30-second ad tags with, “Optimum. Let’s connect more.”
Rappaport’s commercial credits include campaigns for Nike, Hasbro, Dalmore Whisky, One Teaspoon, Misfit Wearables, Betterment, Vroom.com and IT Cosmetics.