Spot director Barton Landsman has inked with commercial production company Untitled.
Landsman’s move comes after stints with @radical.media and Third Street Mining Company.
“Jim Evans at Untitled has great reputation in the industry,” says Landsman of his decision. “He knows his stuff and he’s nice – and just a relatively normal guy, for the industry! When I met him, I saw how enthusiastic he is about the business. Everybody at Untitled shares the enthusiasm. Also, I’m impressed by the directors on the roster. It’s a talented and diverse group.”
Landsman is known for startlingly humorous commercials such as Portman Group’s “Drunken Monkey,” FedEx’s “Orange Bowl” spots and work for ESPN, Sony, Anheuser Busch, McDonalds and AT&T. He won a Cannes Gold Lion for the Nestlé Barrettes “Zoo” spot in 2003 – which is kind of weirdly appropriate when one thinks about it. Prior to this, he earned multiple One Show Pencils and Cannes Lions for his copywriting talents.
His work ethic and creative approach is widely praised. "Barton is very collaborative," says Ron Lim, creative director for ATTIK in San Francisco. "Not only does he execute the agency vision well, he brings his voice into the process. He lacks ego or pretense and is easy going. Barton is a first stop on my list of go-to directors."
Doug Gladstone, CEO and Chief Creative Officer at Brand Content in Boston says, "Barton is the consummate pro in both his approach and execution. He’s diligent in his preparation, enabling him to get more creative in the process. He is intuitive and collaborative — two fantastic traits in a director from my POV.
“He can build on an idea like the former agency creative he is, but always through the prism of what the film will ultimately yield. His skill on set, working to get something unexpected from the actors, is as good as I’ve seen. He works incredibly well with all kinds of talent and I’m sure if you asked them the actors would tell you they deliver their best work with his direction. In short, Barton always makes the work better. What more could you want from a director?”
Advertising agencies also note Landsman’s consistently high results with clients. Ogilvy & Mather’s Mitch Gordon says, “The clients loved the spots Barton did. They extended the original run in every case and they advanced the campaign to another level.”
Speaking on his six 30-second spots for the ‘Let’s Talk Cost’ campaign for Blue Cross and Blue Shield of North Carolina, Capstrat/Raleigh’s Adam Cohen says, “They were blown away by the quality, comedy and creativity. The campaign set a new standard for commercials for our client. The results of the campaign – measured by statewide polling of our audience – exceeded our most optimistic goals. The entire campaign was wildly successful and Barton is a major reason why.”
With a keen eye for comic timing and great performances, Landsman’s versatile approach means he is able to do solid, funny or dry and deliver stylish looking film if the spot calls for it.
“I try not to have any particular process or style for my approach to each job,” he says. “Unless the scripts are part of a continuing campaign, I think the style of the spot should grow out of the script.
“Other than playing centerfield for the Yankees, I can’t think of a better job for myself. I get paid to make little films and tell funny stories… and the breakfast burritos are really good too.”
About Untitled
Untitled is a Los Angeles-based production company and a mainstay on the commercial production scene since owner/executive producer Jim Evans launched the company in 2001. Untitled services the commercial production industry worldwide. Visit www.untitled.tv for more information on the company’s current projects and client roster. www.untitled.tv
