Adweek, May 15, 2006
Best Spots of April:  Allstate | "Girls Day Out II"
A group of women on their way to meet NASCAR driver Kasey Kahne have romance novel-like fantasies about him. They're distracted to the point of driving into the store display, which crashes down on Kasey's car. "Now would be a good time to have accident forgiveness." Production Company: Tool of North America.  Director: Tom Routson.

MarSciTechtainment, Apr. 19, 2006
Director Sean Ehringer at his best in new Kraft Easy Mac ad campaign...
Over the years, Tool of North America director Sean Ehringer has had a starring role in creating successful ad campaigns for a Who's Who of famous brands, including adidas, Budweiser, Polaroid, SEGA, Major League Baseball, the New York Yankees and the award-winning "Got Milk?" campaign, to name but a few. A UC Berkeley Psychology major who also studied at Pasadena's prestigious Art Center College of Design, since wrapping-up his role as a leading ad industry creative executive to join Tool as a director, his fascinations with aesthetics and offbeat human moments have yielded scores of attention-grabbing commercial campaigns. The latest of these is a quirky campaign for Kraft Easy Mac that's driving interest in Sean's considerable talents to new levels....

Adland, Apr. 19, 2006
commercials: Kraft EasyMac - Growl - (2006) :30 (USA)
Ad agency: FCB Chicago
Director: Sean Ehringer

Adland, Apr. 19, 2006
commercials: Kraft EasyMac - Brownies - (2006) :30 (USA)
Ad agency: FCB Chicago
Director: Sean Ehringer

Adland, Apr. 19, 2006
commercials: Kraft EasyMac - Video Camera - (2006) :30 (USA)
Ad agency: FCB Chicago
Director: Sean Ehringer
trivia: too racy for tv? In any case this ad is online only...

Adland, Apr. 19, 2006
commercials: Kraft EasyMac - Cottage Cheese - (2006) :30 (USA)
Ad agency: FCB Chicago
Director: Sean Ehringer

AdCritic.com, Apr. 13, 2006
The Latest:  Kraft - Brownies
Mom's brownies go missing.  Production Company:  Tool of North America - Santa Monica; Director:  Sean Ehringer; Director of Photography:  Marc Laliberte; Executive Producer:  Jennifer Siegel.

AdCritic.com, Apr. 13, 2006
The Latest:  Kraft - Cottage Cheese
Cottage cheese does not come in milk cartons.  Production Company:  Tool of North America - Santa Monica; Director:  Sean Ehringer; Director of Photography:  Marc Laliberte; Executive Producer:  Jennifer Siegel.

AdCritic.com, Apr. 13, 2006
The Latest:  Kraft - Growl
Take care of that stomach growl.  Production Company:  Tool of North America - Santa Monica; Director:  Sean Ehringer; Director of Photography:  Marc Laliberte; Executive Producer:  Jennifer Siegel.

AdCritic.com, Apr. 13, 2006
The Latest:  Kraft - Video Camera
Need food now?  Production Company:  Tool of North America - Santa Monica; Director:  Sean Ehringer; Director of Photography:  Marc Laliberte; Executive Producer:  Jennifer Siegel.

FastChannel CreativeChannel Newsletter, Apr. 12, 2006
Member News From Around the World
Lordy, no time for chit chat, here's the scoop: Sean Ehringer for Kraft EasyMac via FCB/Chicago.  The spots, Video Camera, Brownies, Growl, and Cottage Cheese, target college students (gee, now there's a surprise).  Usual Tool suspects included executive producer Jennifer Siegel, head of production Amy DeLossa and producer Jeff Tanner.  NEXT!  Erich Joiner and client White Castle via J. Walter Thompson/Detroit.  The ads, Slyder Casserole and Crave Case (four others will follow in the months ahead) reveal the deep roots White Castle has in some niches of our society.  Tool-ers (see above, but substitute Joby Ochsner for Tanner) -- and while you're at it add Griot editor Dave Mariani and Postique online editor Jeff Fleck & colorist John Cathel.  Lastly - give it up for Sam Jones and client Secret via Leo Burnett/Chicago.  (Inhale)  The spot, Game On features racecar driver Danica Patrick as she kicks butt (somehow, armpit doesn't quite cut it, does it?).  Anyway, Tool-ers - that's right, you got it, but now substitute Kristy Kessler for Ochsner and Tanner.  Whew! 

Boards Online, Apr. 11, 2006
Kraft Easymac - Video Camera
Kraft Easymac - Cottage Cheese
Kraft Easymac - Brownies
Kraft Easymac - Growl
Tool's Sean Ehringer has fun with college humor in an edgier campaign for Kraft Easymac.  PRODUCTION COMPANY: Tool of North America, Santa Monica, CA; DIRECTOR: Sean Ehringer; DIRECTOR OF PHOTOGRAPHY: Marc Laliberte; EXECUTIVE PRODUCER: Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Jeff Tanner.

AdCritic.com, Apr. 10, 2006
The Latest:  White Castle "Crave Case"
A Crave Case collector gives a tour of his place.  Production Company:  Tool of North America - Santa Monica; Director:  Erich Joiner; Director of Photography:  Mark Plummer; Executive Producer:  Jennifer Siegel.

AdCritic.com, Apr. 10, 2006
The Latest:  White Castle "Casserole"
How to make a White Castle casserole.  Production Company:  Tool of North America - Santa Monica; Director:  Erich Joiner; Director of Photography:  Mark Plummer; Executive Producer:  Jennifer Siegel.

The New York Times, Apr. 10, 2006
Kraft Urges Starvin' Students to 'Mic Some Mac'
Veering off its traditional marketing path, Kraft is selling its new “Easy Mac Cups” — individual servings of prepackaged, microwavable macaroni and cheese — to young adults in an edgy new campaign with a strong online presence....

Adrants, Apr. 7, 2006
White Castle Bows New Campaign
Created by JWT and produced by Tool of North America, White Castle has launched a new, six spot television ad campaign. Just like those who love the establishment, the commercials are obsessive about the food and all the goes with it. Two spots have been released. The first, called Slyder Casserole has a oddly accented woman cooking a Slyder casserole in her oven for the boys down at the fire department. The second, called Crave Case Collection features a dweeb who uses the chains 30-burger crave case to store all kinds of things like his socks, tapes and his light bulbs...

Creativity Magazine, Mar., 2006
The Creativity 50:  Creativity Defined
It is believing you can do something that has never been done before.  And being right.  -- Harry Cocciolo, Creative, Director.

SHOOT, Mar. 31, 2006
Street Talk
Bicoastal Tool of North America and managing director Phillip Detchmendy have parted ways.  No word yet as to a successor to Detchmendy….

Adland, Mar. 29, 2006
commercials: Acura - Arrow - (2006) :30 (USA)
Ad Agency: RPA
Director: Harry Cocciolo
Trivia: Harry Cocciolo used to be a creative, and these Acura spots are his first car commercials as a director.... 

FastChannel CreativeChannel Newsletter, Mar. 29, 2006
Member News From Around the World
Tool of North America director Sean Ehringer recently teamed up with client State Farm Insurance via DDB/Chicago. In a disturbing display of sports fanaticism, the spot Paint features an enthusiastic fan as he responds to his insurance agent’s money saving deals.  Rounding it out for Tool were executive producer Jennifer Siegel and head of production Amy DeLossa.  Is there more you ask...isn't there always?  Seems Harry Cocciolo directed his first automotive spots for client Acura via RPA.  The spots, Waiter and Arrow showcase the powerful navigation systems offered on the new Acura TL and MDX models.  The team for Tool included (wait for it) EP Jennifer Siegel, head of production Amy DeLossa and line producer Mark Fetterman.

Digital Producer, Mar. 24, 2006
Tool's Harry Cocciolo Directs His First Automotive Spots; Acura Ads for Agency RPA Creatively Showcase New Navigation Systems
Leading commercial production company Tool of North America today detailed director Harry Cocciolo’s latest commercial work, a set of two beautifully crafted :30 spots for ad agency RPA and its client, Acura.  The first of the spots, entitled “Waiter,” debuts nationally today, and a second, entitled “Arrow,” will debut in May.  Cocciolo, a renowned, award-winning advertising creative, began his directorial career last year, and this campaign represents his first work in the highly competitive automotive category.  Since making his directorial debut last spring with an acclaimed spot for the San Francisco Zoo, he has directed national broadcast campaigns for LusasArts Entertainment, Blue Cross, Reebok, Sprint/Nextel, the California Lottery and MasterCard, among others, and anticipation is high for at least one of those projects to be honored in the upcoming awards season....

SHOOT, Mar. 24, 2006
Director Profile: Harry Cocciolo
What a difference a year makes. At this time in 2005, Harry Cocciolo, an accomplished agency creative, made the leap into full-time directing, joining bicoastal Tool of North America....

Create Magazine, Mar. 23, 2006
Tool's Harry Cocciolo Directs His First Automotive Spots
...Approaching his first automotive assignment, Cocciolo appreciated the great working situation created for him by the agency's creative team, which included Erwin and his fellow creative director Pat Mendelson, art director Dan Buchmeier and copywriter Graham Simon. "Everyone on the agency side had a clear idea of what they wanted, but allowed me plenty of room to bring my own ideas to the table," he said.... 

Boards Online, Mar. 17, 2006
Sprint - Ventriloquist
A ventriloquist dummy berates his owner. PRODUCTION COMPANY: Tool of North America, Santa Monica, CA; DIRECTOR: Sam Cadman; DIRECTOR OF PHOTOGRAPHY: Adam Beckman; EXECUTIVE PRODUCER: Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Katie Kilburg.

AdCritic.com, Mar. 15, 2006
The Latest:  Sprint-Nextel - Ventriloquist
Take control.  Production Company: Production Company: Tool of North America - Santa Monica; Director: Sam Cadman; Director of Photography: Adam Beckman; Executive Producer: Jennifer Siegel; Line Producer: Katie Kilburg.

FastChannel CreativeChannel Newsletter, Mar. 15, 2006
Member News From Around the World
A new spot directed by Thierry Poiraud of Paranoid Projects: Tool has just debuted for Staples and McCann-Erickson/New York.  In the tradition of legendary Japanese filmmaker Akira Kurosawa comes the spot Great Wall, which features an ancient Chinese Emperor and a small band of consorts as they face a mounted band of Huns.  Rounding it out for Paranoid were executive producers Claude Letessier and Phillip Detchmendy.  MacKenzie Cutler weighed in with editor Gavin Cutler and sound designers Marc Healy and Lewis Herrin.  Also in: The team at TBWA\Chiat\Day New York and their client Sprint turned to Tool director Sam Cadman for their recent campaign.  The spot, Ventriloquist, focuses on Sprint's Fair and Flexible plan by featuring attention-grabbing humor from some interesting actors.  Rounding it out for Tool (you guessed it!) – executive producer Jennifer Siegel and head of production Amy DeLossa.  MacKenzie Cutler weighed in again -- this time with the editorial prowess of cutter Colleen Shea. 

Adland, Mar. 29, 2006
commercials: Sprint - Ventriloquist - (2006) :30 (USA)
ad agency: TBWAChiatDay
director: Sam Cadman

Adweek, Mar. 6, 2006
Doing Double Duty
It's one thing to walk onto the set of a commercial shoot as a creative. It's another thing entirely to walk onto the set as "the director": the pressure is on, the stakes are high and the buck stops with you. Still, there are undaunted creatives—mainly creative directors—who willingly take on the added responsibility of directing the work that they have shepherded through the creative process.  It seems like it would make sense. Who better than a creative to bring to life an idea he or she has slaved over and sold to a client? Then again, an objective outsider could take the concept to another level....  Erich Joiner is a director with his own production company, Tool of North America, which is headquartered in Santa Monica, Calif., and represents many directors who were formerly agency creatives. For nearly five years at Goodby, where he was acd, Joiner directed his own spots for clients such as Sega and MTV. Joiner points to Bob Kerstetter's work for Musco Olives as an example of a creative with a true gift for directing leading to an amazing success....

Boards, Feb., 2006
"Natural Comedy: Don't make me laugh," by Sam Cadman
April marks the second anniversary of me directing commercials in America, the fifth anniversary of me directing commercials in the UK and the seventh anniversary of me directing, full-stop. Happy anniversary to me. I'd like a pint of bitter and a bag of your finest pork scratchings please, landlord!...

FastChannel CreativeChannel Newsletter, Feb. 28, 2006
Member News From Around the World
Late last year, upon releasing the shocking results of a 24,000 person, ten country study on women's health and domestic violence against women which found that females are currently more at risk from violence at home than in public, the World Health Organization recommended numerous actions.  Chief among those was raising awareness of the problem, and the Family Violence Prevention Fund and the Advertising Council commissioned a new PSA that powerfully addresses that objective.  The new spot Father and Son was created by McCann Erickson/San Francisco and directed by Sam Jones of Tool of North America.  With footage of a father and son illustrating each point along the way, the voiceover reads: You taught him how to hit a baseball.  How to hit a receiver.  A nine iron.  The bull's-eye.  The strike zone.  The net.  Even taught him how to hit the open man.  But how much time have you spent teaching him what not to hit?  All violence against women is wrong.  Teach them early.  Teach them often.  Executive produced by Jennifer Siegal, colorist Stefan Sonnenfeld weighed in for Company 3. 

IHaveanIdea.org, Feb. 17, 2006
"Television production is like baking a pie," by Harry Cocciolo
When I went to work at Goodby, Silverstein and Partners, my first assignment was a television spot for a video game. My partner and I wrote an entertaining, albeit silly little idea. We sold it to our creative director and the client and we were off into production. Simple. What seemed like a moment later, I was standing on a soundstage on the Universal Studios back lot, a director was screaming at an army of production people, film was rolling at thirty frames per second, and a budget twenty times my salary was disappearing before my eyes, all in an effort to bring our silly little idea to life. Not so simple after all....

SHOOT, Feb. 17, 2006
Sam Jones Directs "Father And Son" For Ad Council, Family Violence Prevention Fund
This tale of father-and-son bonding takes a poignant twist. From a sports standpoint, the hits just keep coming as we see the dad teaching his son the finer points about athletic competition -- how to hit a baseball, followed by how to hit a receiver with a perfectly thrown football pass, and then how to hit the strike zone with a fastball.... However, the voiceover then asks a disturbing question of the father: "How much time have you spent teaching him what not to hit?"

Adland, Feb. 16, 2006
commercials: Mizuno - "Biggest Fans" (2006) :30 (USA)
Ad agency: Huey+Partners
Director: Sean Ehringer

Adland, Feb. 16, 2006
commercials: Mizuno - "Tow Truck" (2006) :30 (USA)
Ad agency: Huey+Partners
PRODUCTION COMPANY: Tool of North America, Inc.
DIRECTOR: Sean Ehringer

FastChannel CreativeChannel Newsletter, Feb. 15, 2006
Member News From Around the World
So, rumor has it that Tool of North America director Erich Joiner has been adrift at sea.  Literally!  Well, okay, maybe not adrift, but at sea (along with some friends) – namely Celebrity Cruises and Arnold Worldwide.  The spots, Acceptance Speech and Accent, creatively convey what the company and its agency refer to as 'The Celebrity Treatment.'  Toolers weighing in were executive producer Jennifer Seigel and producer Joby Ochsner.  Bug Editorial lent the skills of editor Andre Betz while colorist Tim Masick signed in for Company 3.  And not to be outdone, Sean Ehringer recently directed for client Mizuno via Atlanta's Huey+Partners.  The spots, Biggest Fans and Tow Truck, used golf-centric humor so that viewers would understand that golfers' passions are Mizuno's obsessions (that, and the fact that many men are just peculiar).  The usual Toolers were on board (producer Jeff Tanner instead of Ochsner) while our friends at Musikvergnuegen tackled composing and sound design with the amazing talents of Walter Werzowa and John Laker....

MarSciTechtainment, Feb. 7, 2006
Who's the man? Sam Cadman...
Yesterday, Advertising Age editor in chief Rance Crain used some space in his renowned publication to delve into the deeper meaning of a Sprint-Nextel broadcast spot entitled "The Man" -- in which an executive admits that he may be sticking it to himself. The ad was directed by Sam Cadman of my client company Tool of North America. What Mr. Crain learns and reports is quite interesting, as you can see here....

Advertising Age, Feb. 6, 2006
STICKING IT TO THE MAN -- OR JUST MAYBE?  The Sprint TV Spot That's Buzzing the Blogosphere
Let great minds ponder the mysteries of the universe. I’ll settle for knowing what the Sprint guy means when he says “maybe” about whether he’s sticking it to himself when he’s already The Man....  As our reporter on the telecom beat, Alice Z. Cuneo, found out when she talked to Mr. MacKay and Mr. Owens, the commercial almost had a different ending -- one that we probably wouldn’t be talking so much about. Like Mr. MacKay, Mr. Owens credited the commercial director, Sam Cadman. He said he had never met or rehearsed with Mr. MacKay before the day of the shoot. “Sam let us improvise,” Mr. Owens told Alice. “He had a great ability to appease both the client and the creative talent,” i.e., the actors, said Mr. MacKay.... 

FastChannel CreativeChannel Newsletter, Feb. 1, 2006
Member News From Around the World
Harry Cocciolo directed a new spot for TBWA Chiat Day/New York for Nextel’s voice-guided GPS.  The spot, Directions, features a man walking right behind another, giving him explicit turn-for-turn directions to help him reach his destination.  Rounding it out for Tool were executive producer Jennifer Siegel and line producer Mark Fetterman.  MacKenzie Cutler took on editorial and sound duties with editor Dave Anderson and sound designer Lewis Herrin at the helm while colorist Tim Masick weighed in for Company 3. 

AdCritic.com, Jan. 31, 2006
The Latest:  Sprint-Nextel "Directions"
Nextel demonstrates the personal GPS service.  Production Company:  Tool of North America - Santa Monica; Director:  Harry Cocciolo; Director of Photography:  Roberto Schaefer; Executive Producer:  Jennifer Siegel; Line Producer:  Mark Fetterman.

Boards Online, Jan. 31, 2006
Nextel - Directions
Nextel offers salvation for the directionally impaired.  PRODUCTION COMPANY: Tool of North America, Santa Monica, CA; DIRECTOR: Harry Cocciolo; DIRECTOR OF PHOTOGRAPHY: Roberto Schaefer; EXECUTIVE PRODUCER: Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Mark Fetterman.

SHOOT, Jan. 27, 2006
The Super Bowl Players
...in the running to be in A-B's five minutes of Super Bowl airtime is director Tom Routson of bicoastal Tool of North America for a Bud Light commercial via DDB Chicago.

Boards Online, Jan. 24, 2006
Celebrity Cruises - Acceptance Speech
Celebrity Cruises - Accent
A vacationing woman becomes the center of attention, and a cruiseship brings out the Bond in one vacationer.  Production Company: Tool Of North America, Inc.; City/State: Santa Monica, CA; Director: Erich Joiner; Director Of Photography: John Lindley; Executive Producer (Tool): Jennifer Siegel; Head Of Production: Amy Delossa; Line Producer: Joby Ochsner.

FastChannel CreativeChannel Newsletter, Jan. 17, 2006
Member News From Around the World
Paranoid Projects director Francois Vogel was at it again for HP Digital Photography via Goodby Silverstein & Partners/San Francisco and Peluca Films.  This time the spot Café Society finds its subjects in a late night bistro.  Additional Toolers were executive producers Claude Letessier & Phillip Detchmendy and producer Mark Fetterman while other talents included executive producer Remi Noiriel of Peluca Films and colorist Mike Pethel of Company 3.  And of course, you know there's more...  Vogel also took on client Lexus via Team One/El Segundo.  The spot, Any Road, features split and triple screens of the IS 250.  The usual suspects weighed in for Paranoid Projects along with colorist Stefan Sonnenfeld of Company 3 and the long list of talented people from A52.

Yahoo! Finance, Jan. 17, 2006
Celebrity Cruises Launches New Ad Campaign Highlighting 'The Celebrity Treatment'
Celebrity Cruises has launched a major new advertising campaign built around the theme, "The Celebrity Treatment." Created by Arnold Worldwide, the TV and print campaign showcases how Celebrity Cruises' service and experience as a whole makes the line's guests feel like celebrities....  The broadcast campaign -- consisting of two 30-second ads directed by award-winning commercial director Erich Joiner -- hits the airwaves this week and marks the first time in several years that Celebrity has advertised on network TV. The new ads will appear this month on hit shows such as Desperate Housewives, Lost and According to Jim, and also will appear on select cable channels including the Travel Channel and Food Network throughout the year....

Campaign, Jan. 13, 2006
The Work: New Campaigns - The World
DOMINO'S PIZZA - 5-5-5 SPLURGE – US.  Production company: Tool of North America.  Director: Sam Cadman.  To highlight how cheaply families can eat with Domino's three-pizzas- for-five-dollars-each promotion, called '5-5-5 Splurge', JWT New York has created a 30-second spot that shows how the money saved can be spent....

AdCritic.com, Jan. 6, 2006
The Latest:  HP "Cafe Society"
HP's frames capture a night on the town. Production Company:  Paranoid Projects: Tool; Director: Francois Vogel; Executive Producers: Phillip Detchmendy, Claude Letessier.

Boards Online, Jan. 3, 2006
HP - Cafe Society
More picture-in-picture trickery from HP's Digital Photography campaign.  U.S. PRODUCTION COMPANY: Paranoid Projects: Tool; CITY/STATE: Santa Monica, CA; DIRECTOR: Francois Vogel; EXECUTIVE PRODUCERS: Claude Letessier, Phillip Detchmendy; DIRECTOR OF PHOTOGRAPHY: Adam Kimmel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Mark Fetterman; VFX CREATIVE SUPERVISOR: Francois Colou (Paranoid Projects, Paris).

Creativity Magazine, Dec., 2005
How the Lottery Found Christmas
In a slight departure from the usual greed-wallow, two uplifting spots for the California Lottery, from BBDO West, offer positive (and yet still frivolous) ways to spend the winnings. One shows how a windfall can bring a family together-by reliving the precious....

Film&Video Magazine, Dec., 2005
Lexus’s Multiple Personality Disorder
François Vogel understands working in multiple dimensions after directing (and starring) in a series of award-winning spots for HP, where real life instantly becomes a photograph. It wasn’t a big jump for the Paranoid Projects: Tool director to play with space, time and multiple personalities in three effects-intensive spots for the 2006 Lexus IS sport sedan campaign. Its theme, "Why live in one dimension?", unites the spots. The first, "Running Rings," opens on a man and woman standing in a forest and multiplying into versions of themselves, which then interact with each another. Vogel likens the proliferation to "a magic trick" where, by reproducing, the couple conjures up the car as if from "the hat of a magician."...

Adland, Dec. 28, 2005
HP Digital Photography - Cafe Society - (2005) 0:30 (USA)

FastChannel CreativeChannel Newsletter, Dec. 13, 2005
Member News From Around the World
Harry Cocciolo of Tool of North America has been one busy director.  His Reebok spot via mcgarrybowen, entitled Anticipation has been making the rounds.  The cross-promotional NFL spot debuted before Thanksgiving and will continue to air throughout the rest of the NFL season. Other talents included executive producer Jennifer Siegel and line producer Caroline Pham.  Telecine was handled by Tom Poole of The Mill while editor Gary Knight weighed in for Final Cut.  Next!  This time Cocciolo teamed up with BBDO/San Francisco and client California Lottery.  The spots, Drawing and Snow, tell very human stories using subtle charm.  The usual Toolers again weighed in along with VFX company Ring of Fire – namely creative director Jerry Spivak and Inferno artists John Ciampa & Thomas Downs.  (Breathe!)  Lastly,  Domino's Pizza 5-5-5 Splurge spot via J. Walter Thompson and director Sam Cadman.  The ad focuses on the powerful concept of electricity when one saves on pizza.  Editorial company Lost Planet weighed in with editor Geoff Housell. 

Adjab, Dec. 8, 2005
Domino's lets you splurge
In times of economic prosperity (I'm not rich yet, are you?), it's always helpful when an advertiser breaks it down to a level that we, the end-viewer, can understand. That's why I've enjoyed the last eighteen times I've shown people this spot for Domino's Pizza, entitled "5-5-5 Splurge." The ad, directed by Sam Cadman for J. Walter Thompson, shows a father answering the door - in the dark - when the Domino's deliveryman shows up with the "5-5-5" pizza deal. This has to be one of the most visually dark ads I've seen in a really long time - this copy is just like the one on television - except for the punchline, which I won't totally give away here....

Adland, Dec. 7, 2005
Reebok - Anticipation - (2005) 0:30 (USA)

Boards Online, Dec. 6, 2005
Domino's: 5-5-5- Splurge
Domino's lights up the children's faces.  PRODUCTION COMPANY: Tool of North America, Inc.; CITY/STATE: Santa Monica, CA; DIRECTOR: Sam Cadman; DIRECTOR OF PHOTOGRAPHY: Joe Zizzo; EXECUTIVE PRODUCER (TOOL): Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: George Fares; PRODUCTION DESIGNER: Richard Piekos.

Adjab, Dec. 2, 2005
Reebok's new hat ads appeal to sports fans
...The ads were directed by Tool of North America's Harry Cocciolo for mcgarrybowen, who is the creative agency on the Reebok account. The ads are currently running, and will stay on the air for the remainder of the NFL and NBA seasons....

AdCritic.com, Dec. 1, 2005
The Latest:  Reebok "Agony"
Hats made for waiting. Production Company:  Tool of North America; Director: Harry Cocciolo; Executive Producer: Jennifer Siegel; Director of Photography: Jim Whitaker.

Creativity, Nov., 2005
The New Directors Issue
Agency Alums:  Harry Cocciolo, Tool of North America.  Harry Cocciolo has been directing for less than a year, but he's a notable fixture in the business, thanks to his memorable runs as a creative director at Leagas Delaney and Goodby, and most recently, as executive creative director of San Francisco's See. Now that he's turned to directing, in just a few months he's made an upward climb with moving storytelling work for San Francisco Zoo, Blue Cross, EA Sports, Reebok, Sprint and most recently, a three-spot California Lottery campaign....

Boards Online, Nov. 22, 2005
California Lottery:  Drawing
A lotto winner's numbers come up again.  PRODUCTION COMPANY: Tool of North America, Inc.; CITY/STATE: Santa Monica, CA; DIRECTOR: Harry Cocciolo; DIRECTOR OF PHOTOGRAPHY: Wally Pfister; EXECUTIVE PRODUCER (TOOL): Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Lauren Bayer; PRODUCTION DESIGNER: Janet Nelson.

Boards Online, Nov. 22, 2005
California Lottery:  Snow
A lottery winner makes the impossible possible.  PRODUCTION COMPANY: Tool of North America, Inc.; CITY/STATE: Santa Monica, CA; DIRECTOR: Harry Cocciolo; DIRECTOR OF PHOTOGRAPHY: Wally Pfister; EXECUTIVE PRODUCER (TOOL): Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Lauren Bayer; PRODUCTION DESIGNER: Janet Nelson.

AdCritic.com, Nov. 21, 2005
The Latest:  California Lottery "Snow"
The Latest:  California Lottery "Drawing"
It's amazing what a dollar can do.  Production Company:  Tool of North America; Director: Harry Cocciolo; Executive Producer: Jennifer Siegel; Director of Photography: Wally Pfister; Producer: Lauren Bayer.

FastChannel CreativeChannel Newsletter, Nov. 16, 2005
Member News From Around the World
When DDB/Chicago took over the Capital One account earlier this year, they inherited a horde of Visigoths who had been featured to represent the ills of using competitors' credit cards.  Tool's Tom Routson directed the agency's debut campaign back in June, featuring the 'goths’ being retrained unsuccessfully for new careers and has most recently delivered two new spots, Garth/Fall and Garth/Holiday, to continue the saga.  Rounding out the Tool credit sheet were executive producer Jennifer Siegel and producer Amy DeLossa while the Whitehouse weighed in with editor Grant Gustafson.

Boards Online, Nov. 7, 2005
DHL "Golf"
DHL "Kitten Heels"
DHL "Library"
DHL's customer service goes the extra mile.  PRODUCTION COMPANY: Tool of North America, Inc.; CITY/STATE: Santa Monica, CA; DIRECTOR: Erich Joiner; DIRECTOR OF PHOTOGRAPHY: Mark Plummer; EXECUTIVE PRODUCER (TOOL): Jennifer Siegel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Joby Ochsner; PRODUCTION DESIGNER: Jeffrey Beecroft.

AdCritic.com, Nov. 4, 2005
The Latest:  DHL "Golf"
The Latest:  DHL "Kitten Heels"
The Latest:  DHL "Library"
Production Company:  Tool of North America; Director: Erich Joiner; Executive Producer: Jennifer Siegel; Director of Photography:  Mark Plummer.

SHOOT, Nov. 4, 2005
Shoot's Top 10 Spot Tracks:  Number 5:  Hewlett-Packard All in One Printer "Houses"
Music company:  DeepMix, Los Angeles - Rob Laufer, composer/performer - Dave Curtain, executive producer; Mix company:  Lime, Santa Monica - Loren Silber, mixer; Ad Agency: Goodby, Silverstein & Partners, San Francisco; Production company: Paranoid Projects:Tool, Santa Monica - Francois Vogel, director.

FastChannel CreativeChannel Newsletter, Nov. 2, 2005
Member News From Around the World
To promote the launch of the new 2006 Lexus IS sport sedan and drive consumer perceptions of Lexus to a new level, Team One hired award-winning director François Vogel of Paranoid Projects/Tool to direct a set of visually distinctive spots.  The campaign, Running Rings, Details, and Split Screen all utilize the theme, “Why live in one dimension?” to sell the luxury, design, comfort and technology of the automobile.  The team for Paranoid Projects/Tool included executive producers Phillip Detchmendy and Claude Letessier, head of production Amy DeLossa and line producer Kati Haberstock.  Company 3 weighed in with colorist Stefan Sonnenfeld.  Oh - and Ogivly & Mather turned to Erich Joiner again for the DHL customer service campaign.  The spots, Library, Golf Balls, and Kitten Heels speak directly to the commitment of the busy shipping company.  The usual Tooling-suspects included Jennifer Siegal, Amy DeLossa and Joby Ochsner.

Adland, Oct. 26, 2005
Team One and François Vogel team up for Lexus IS ad campaign
...The "Running Rings" spot creatively employs the visual effects mastery that has literally made director Vogel's work - and his face - famous worldwide; he directed the award-winning HP Picture Book series of spots and appears in several, pulling still pictures out of the air. For Lexus, to illustrate how everyone has multiple dimensions, "Running Rings" shows numerous versions of a man and a woman in a forest, with each couple interacting in unique ways. When the new IS appears, the original couple climbs in and they pull away. On-screen text then entreats, "The New Lexus IS- Why live in one dimension?"....

Adrants, Oct. 26, 2005
Fancy Commercials Still Appreciated
Maybe its our jaded eye or maybe its the plethora of Hollywood movies, with their stunning photography and seemingly impossible camera/post-production trickery that has dulled our senses when it comes to getting excited about beautifully shot commercials but this new campaign for Lexus from Team One and shot by Francois Vogel is, well, beautiful. The camera work is great. The effects are fun to watch. And, thankfully, the car is featured. Vogel was the guy who shot the HP campaign in which much camera trickery and digital manipulation gave us those amazing images of people pulling picture frames off their head which turned into actual photos....

Adjab, Oct. 25, 2005
Lexus' new campaign good on the eyes
...The director of the ads is none other than Francois Vogel, whose face we saw over and over again in HP's "Picture Book" spots where he frames his own face over and over again. That was another ad where the music and concept were blended together very well, creating a great experience for the viewer. Vogel, of Paranoid Projects: Tool, worked with producers Phillip Detchmendy and Claude Letessier, production boss Amy DeLossa, line producer Kati Haberstock, and director of photography Alex Lamarque on this project, which also includes two more great spots....

Boards Online, Oct. 24, 2005
Lexus: Running Rings
Lexus: Split Screen
Lexus: Details
Francois Vogel works a bit of compositing magic for Lexus.  PRODUCTION COMPANY: Paranoid Projects: Tool.  DIRECTOR: Francois Vogel.  DIRECTOR OF PHOTOGRAPHY: Alex LaMarque  EXECUTIVE PRODUCERs: Phillip Detchmendy, Claude Letessier.  HEAD OF PRODUCTION: Amy DeLossa.  LINE PRODUCER: Kati Haberstock.

HollywoodIndustry.com, Oct. 24, 2005
Team One Reveals New Lexus "IS" in Broadcast Campaign
To promote the launch of the new 2006 Lexus IS sport sedan and drive consumer perceptions of Lexus to a new level, the creative team from Team One hired award-winning director François Vogel of Paranoid Projects: Tool to direct a set of visually distinctive spots.  The campaign officially kicked-off on Oct. 17, but the first :30 commercial, entitled “Running Rings,” began airing in select markets as a campaign teaser earlier this month. “We set out to make each piece of advertising in this campaign unique,” began Jon Pearce, Team One’s group creative director and copywriter on the campaign.  “We needed to reach an audience of young affluents, so the TV spots needed to behave in a way – visually, and with music – to communicate everything that’s unique about this model.  The IS excels not only in luxury, design, comfort and technology, but also in performance. Accordingly, ‘Why live in one dimension?’ is the theme that unites the spots, and each one delivers on that theme in a slightly different way.”...

AdCritic.com, Oct. 21, 2005
Spot of the Day:  Lexus "Running Rings"
The Latest:  Lexus "Details"
The Latest:  Lexus "Split Screen"
Production Company:  Paranoid Projects: Tool; Director: Francois Vogel; Executive Producers: Phillip Detchmendy, Claude Letessier.

Adweek, Oct. 17, 2005
Best Spots of September:  DHL | "Anthem"
A valet attendant is banging up a car. A store clerk passes a woman struggling with a large and heavy box. A waiter ignores diners ready to order. A flight attendant bops passenger's heads with a briefcase. As we hear the song "What the world needs now is love," we are asked, "Whatever happened to customer service? At DHL, it's alive and well." Production Company: Tool of North America.  Director: Tom Routson.

SHOOT, Oct. 7, 2005
Taking a Shot; Screaming for Six Flags and Showcasing Hewlett-Packard
When Dean Miyahira, an editor at Chrome, Santa Monica, first started looking for jobs in post, he had a rather unique way of going about it.  "I answered help wanted ads by sending out little airline tequila bottles with a shot glass that said, "Here's a shot, I'd like one, too," explains Miyahira, who had previously worked as a teacher in Los Angeles.  "It got me a lot of interviews.  I got a job at a post house and eventually worked up to the vault, and operations.  I was there for a couple of years and realized I wasn't going to move up unless someone quit or died.  I had to make a change for the better."  He heard about Chrome, which was founded by editor Hal Honigsberg, whom Miyahira knew through mutual friends.  He joined the shop four-and-a-half years ago as a runner, working his way up to the vault, then assistant editor, and now editor.  Earlier this year, he cut two spots for Hewlett-Packard's photo printers out of Goodby, Silverstein & Partner, San Francisco.  Francois Vogel of Paranoid Projects: Tool directed the ads, "Colors and "Cafe Society."  In each visually intensive spot, photos of people are taken, then almost immediately passed around thanks to the speed of HP's photo printers....

SHOOT, Oct. 7, 2005
Massive Attack; Crowd Simulation Software Ushers In New Creative Options
Meanwhile, in the U.S., visual effects and design company A52 used Massive on a pair of ads.  The first was Budweiser's "Everyday Heroes" directed by noted DP Robert Richardson of bicoastal Tool of North America via Waylone Advertising, St. Louis.  The spot tells the story of Anheuser-Busch's "Here's to the Heroes" cross-country tour, held last spring.  The spot features two eight-horse Clydesdale teams -- one from New York, one from San Francisco -- who go to major cities along the routes to St. Louis, where both teams met.  In some 21 cities along the way, citizens participating in tour events sent messages of pride and appreciation to the nation's troops and took part in other partriotic activities and celebrations.  The conclusion of the spot featured a crowd of thousands celebrating the tour's patriotic causes and the two Clydesdale teams coming together in St. Louis....

FastChannel CreativeChannel Newsletter, Oct. 5, 2005
Member News From Around the World
Tool of North America director Tom Routson teamed up with client DHL via Ogilvy & Mather/New York for the spot Anthem.  If you've ever received terrible customer service, you'll appreciate this illustration of some of the worst treatments any of us may expect to encounter -- which nicely sets the stage for DHL's commitment to handling things much more professionally.  Rounding it out for Tool were executive producer Jennifer Siegel, head of production Amy DeLossa and line producer Joby Ochsner.  And that's not all!  Sprint's Fair & Flexible wireless plan via TBWA\Chiat\Day shows how a business executive sticks it to the man by signing up for the service.  Directed by Sam Cadman the humorous ad, The Man, features the behind-the-scene talents of executive producer Jennifer Siegel and head of production Amy DeLossa; colorist Fergus McCall of The Mill, editor Dave Koza and sound designer Marc Healy of MacKenzie Cutler as well as music from the good people at Fluid.

Boards Online, Oct. 4, 2005
Sprint-Nextel - The Man
The Man sticks it to... himself.  PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Sam Cadman.  DIRECTOR OF PHOTOGRAPHY: William Rexer.  EXECUTIVE PRODUCER: Jennifer Siegel.  HEAD OF PRODUCTION: Amy DeLossa.  LINE PRODUCER: George Fares.

Creativity, September, 2005
SPECIAL REPORT: Top Production Companies:  Tool of North America, Founded 1995
Principals:  Erich Joiner, Owner; Phillip Detchmendy, Managing Director; Jennifer Siegel, EP; Amy DeLossa, Head of Production; Meredith Bergman, Head of Sales; Dawn Rao, Midwest Rep; Stephanie Stephens, West Coast rep; Claude Letessier, EP/Paranoid Projects: Tool.  Roster:  Erich Joiner, Tom Routson, Sean Ehringer, Harry Cocciolo, Sam Jones, Rober Richardson, Sam Cadman, Johan Tappert; Paranoid Projects at Tool: Poiraud, Francois Vogel.  In recent years Tool has proved itself not just a house of laughs, but also the place to be for visual talents, thanks to its tie-up with Paranoid Projects, out of which Francois Vogel has continued to produce more mind-boggling visual feats for HP.  The shop, however, maintained its comedic prowess with consistent laughs from Sean Ehringer, who shot a campaign laffer for Colonial Williamsburg, and Erich Joiner, who directed a round for DHL.  Newcomer/creative-turned director Harry Cocciolo also came on board, shooting an array of work for the San Francisco Zoo, Hotwire, and Reebok, out of McGarrybowen.  On the awards front, the shop earned seven honors at his year's AICP show, in a tie with heavy-hitter Biscuit.

THE CREATIVITY E-MAIL, Sep. 28, 2005
The Latest:  Sprint-Nextel - The Man
Even The Man can benefit from Sprint's fair and flexible plan.  Production Company:  Tool of North America - Santa Monica; Director:  Sam Cadman; Director of Photography:  William Rexer; Executive Producer:  Jennifer Siegel; Head of Production:  Amy DeLossa; Line Producer:  George Fares..

THE CREATIVITY E-MAIL, Sep. 28, 2005
The Latest:  DHL - Anthem
Customer service is alive and well.  Production Company:  Tool of North America - Santa Monica; Director:  Tom Routson; Director of Photography:  John Schwartzman; Executive Producer:  Jennifer Siegel.

THE CREATIVITY E-MAIL, Sep. 14, 2005
The Latest:  Diet Pepsi: Drafted
The Patriots draft a cola machine.  Production Company:  Tool of North America - Santa Monica; Director:  Tom Routson; Executive Producer:  Jennifer Siegel; Line Producer:  Scott Craig.

FastChannel CreativeChannel Newsletter, Sep. 7, 2005
Member News From Around the World
Director Francis Vogel of Paranoid Projects: Tool has again teamed up with client Hewlett Packard via Goodby, Silverstein & Partners/San Francisco for the new digital photography campaign.  The spot, entitled Colors, focuses on the HP Digital Printer.  Production company Peluca Films lent its services along with PP:T - and included the talents of executive producer Remi Noiriel (Peluca) and executive producers Claude Letessier & Phillip Detchmendy (PP:T).  Colorist Mike Pethal was on hand for Company 3. 

Boards, Aug., 2005
Special Report:  Festival Report Card
Top 10 Spots:  HP "PICTURE BOOK"
Production Company: Paranoid Projects: Tool, LA; Director: François Vogel; Executive Producers: Claude Letessier, Jennifer Siegel, Phillip Detchmendy.
Top 10 Regional Prodcos - US:  Paranoid Projects: Tool.

Creativity, Aug., 2005
Top Work:  TV Spots
HP "PICTURE BOOK"
Director: François Vogel; Production Company: Paranoid Projects: Tool.

Boards Online, Aug. 30, 2005
Screening Room: HP: Colors
Francois Vogel returns with more work for HP.  PRODUCTION COMPANY: Paranoid Projects: Tool.  DIRECTOR: Francois Vogel; EXECUTIVE PRODUCERS: Claude Letessier, Phillip Detchmendy; DIRECTOR OF PHOTOGRAPHY: Adam Kimmel; HEAD OF PRODUCTION: Amy DeLossa; LINE PRODUCER: Mark Fetterman; VFX CREATIVE SUPERVISOR: Francois Colou (Paranoid Projects, Paris).

THE CREATIVITY E-MAIL, Aug. 25, 2005
HP Brings Stills to Life (Again)
The team of Goodby Silverstein & Partners, Paranoid Pictures:Tool director Francois Vogel, Zoic Studios, Chrome and Agoraphone are at it again for HP, taking their photogenic visual techniques to a new place with "Color." Now, instead of capturing moving images in frames (as they did in the award-winning "Picture Book" campaign), a picture starts at the printer and is passed from person to person until it fits into the moving image....

AdCritic.com, Aug. 24, 2005
Spot of the Day:  Hewlett-Packard Colors
Sharing pictures gets faster and easier. Production Companies:  Paranoid Projects @ Tool; Tree Films S.A./Peluca Films - Buenos Aires; Director: Francois Vogel; Executive Producers: Phillip Detchmendy, Claude Letessier.

SHOOT, Aug. 19, 2005
Top 10 Spot Tracks
Reebok "Far", directed by bicoastal Tool of North America's Harry Cocciolo.

FastChannel CreativeChannel Newsletter, Aug. 10, 2005
Member News From Around the World
Well, it seems that client Reebok via mcgarrybowen has been keeping director Harry Cocciolo on his toes with two new spots.  The commercials, Paying Your Dues and Far feature a variety of NFL players as they engage with young people or with each other.  The tag for both ads points to the new NFL Gear from Rbk.  Rounding it out for Tool were executive producer Jennifer Siegel.  Final Cut took on editorial duties with editor Akiko Iwakawa and sound designer/mixer Roland Alley....

SHOOT, Aug. 5, 2005
Digital Color Grading, DI Make Inroads at Siggraph Confab
...Another example was Budweiser's "Everyday Heroes" that broke in late May via Waylon Ad, St. Louis.  The spot, directed and lensed by Robert Richardson, ASC, via bicoastal Tool of North America, features visual effects from A52, Santa Monica, which tapped Massive to create a digital crowd of 10,000....

411 Update Newsletter, July, 2005
14th Annual AICP Show
Production companies Biscuit Filmworks and Tool of North America received the most honors.  Tool of North America and its satellite Paranoid Projects: Tool were honored seven times in seven different categories. Honored in three different categories including Advertising Excellence/Single Commercial, Visual Style and Visual Effects was their spot for HP titled "Picture Book." Director Francois Vogel was honored in four different categories also for the HP spot for Single Commercial and Campaign excellence and  for Visual Effects and Visual Style....

Boards Magazine, July, 2005
The Kid Stays In the Picture; Francois Vogel Returns to Helm HP's Latest Campaign
It's rare that a director manages to ingratiate himself with an agency to the extent that he becomes intertwined with a product, but Francois Vogel's contribution to HP's digital photo campaign has been so essential that he's practically become part of the brand....

Creativity, July, 2005
SPECIAL REPORT: Music & Sound
Top Tracks:  HP "Picture Book"
Director:  Francois Vogel/Paranoid Projects: Tool.

Creativity, July, 2005
Top Spots - Sound:  Capital One "Garth"
This tale of marauders and looters gone mild had the potential to be slapstick funny, as Viking-like characters are shown in jobs requiring finesse, such as a shoe salesman, flight attendant and electrician. But through a sad and sparse piano score, the spot gains more depth, making it funny but not hilarious, which is ideal in this context.  Ultimately, it makes sense for a credit card company to have an intelligent chuckle at a Viking's expense.  Director:  Tom Routson/Tool of North America.

Creativity, July, 2005
Top Spots - Visual:  HP "Francois II"
Last year's "Francois" showcased a great and simple effect with white rectangles that turned life into photographic art, and in "Francois II," director Francois Vogel and Zoic Studios are at it again, using just two rectangles to create a kaleidoscope effect brimming with self-portraits.  Compositing layers of imagery, the Zoic team worked closely with Vogel's VFX supervisor, Francois Colou.  And you thought that all the Francoises were created in After Effects....  Director:  Francois Vogel/Paranoid Projects: Tool.

POST Magazine, July, 2005
Kodak helps AICP salute special spots; Commercials are still, mostly, shot on film
Among the two dozen award categories, which include editing, graphics, VFX, animatin and audio, Biscuit Filmworks and Tool of North America (including its satellite Paranoid Projects: Tool) led production companies with the most honors - seven each....

POST Magazine, July, 2005
PRINTING MADE EASY: ZOIC COMPLETES FX FOR HP'S LATEST
Zoic recently completed visual effects work for a new HP spot promoting its easy-to-use Photosmart 375 color photo printer. The commercial continues the effects house's relationship with agency Goodby, Silverstein and Partners, and director Francois Vogel of Paranoid Projects: Tool in Santa Monica....

Mansfield News, Jul. 29, 2005
Town News in Pepsi ad
North Main Street's Town News and Bakery was chosen as the site of part of a Diet Pepsi commercial to be used during the New England Patriots games this season.  The Tool of North America entourage arrived early last Thursday morning, July 21 bringing with it 45 people, about 35 vehicles, and a lot of hoopla....

FastChannel CreativeChannel Newsletter, Jul. 27, 2005
Member News From Around the World
Hey, we got a couple of new items from Tool of North America.  Harry Cocciolo recently directed a spot for Hotwire via McCann/San Francisco.  Hotwire Hint: The Snyders seeks to move the company closer to the top of viewers' minds as they determine where to find the best travel deals online.  Jennifer Siegel executive produced for Tool while Music Orange weighed in with the track.  Next, Sam Jones aligned himself with client DirecTV and their new spot ReThink TV.  The message: It's time to rethink mediocrity, choices, freedom, quality, possibilities, innovation, and query, what's next?  The usual suspects weighed in for Tool with telecine being tackled by Company 3 and colorist Stefan Sonnenfeld, editorial by Rock Paper Scissors and editor JD Smyth, and visual effects by A52, lead artist Kirk Balden and VFX artist Justin Blaustein.

THE CREATIVITY E-MAIL, Jul. 27, 2005
BREAKING: Mcgarrybowen Breaks Campaign for Reebok
New York agency mcgarrybowen and CD-turned-director Harry Cocciolo are rolling out a new campaign for Reebok's NFL apparel with a spot featuring New York Jets quarterback Chad Pennington and New York Giants QB Eli Manning. The pair are seen on opposite sides of the Hudson River, playing a long distance game of catch -- a setup for the line, "NFL gear from Rbk. For whatever side you're on." Cocciolo directed via production home Tool.

AdCritic.com, Jul. 26, 2005
Spot of the Day:  Reebok - Far
The Jets' Chad Pennington and the Giants' Eli Manning play a long distance game of catch in New York. Production Company: Tool of North America - Santa Monica; Director: Harry Cocciolo...

Adjab, Jul. 26, 2005
DirecTV's "Rethink" campaign rolls on
DirecTV continues to ask viewers to "rethink TV" this year, in an attempt to show innovation by the television provider. In fact, this latest spot takes the slogan as its moniker, with the 60-second "Rethink TV" by Tool of North America's Sam Jones putting together a stack of short films or situations into one big concept....

Boards Online, Jul. 26, 2005
Screening Room: Reebok "Paying Your Dues"
Future NFLers get put through the paces. PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Harry Cocciolo.  EXECUTIVE PRODUCER: Jennifer Siegel.  DIRECTOR OF PHOTOGRAPHY:  Jim Whitaker.  Head Of Production: Amy DeLossa.  Line Producer: George Fares.

Highend2D.com, Jul. 26, 2005
Sam Jones’ DIRECTV ad challenges viewers to “ReThink TV”
...“The main idea of the spot is to communicate the true spirit of DIRECTV—which is ‘rethinking what television can be,’” explained DIRECTV’s project copywriter/creative director Roger Poirier. “Neal and Scott gave Sam more creative license than he’s probably used to from ad agencies, because we have such high regard for his work and creativity. After we described what we were after and provided some script guidelines, Sam came up with the vignettes and captured them. He also recommended the Kink’s song ‘I Need You,’ which everybody loves for the spot.”...

Create Magazine, Jul. 22, 2005
Sam Jones' New DIRECTV Spot Challenges Viewers To Rethink What Television Can Be
Jones interpreted the project's main challenge as making very visual and slightly chaotic ideas fit the 'rethink TV' theme. "I was trying to create ideas that were unexpected in the medium of satellite television advertising, and to make people think a bit," he said. "I wanted people to see the images, read the text, and have to fill in the bridge between the two. I wanted to make viewers have 'aha' moments." The input and creative freedoms DIRECTV provided were a perfect prescription for fueling Jones' artistic passions. "I made up about 40 ideas and they let me shoot almost all of them," he added. Asked about his favorite moment from the spot, he responded, "I am probably most attached to the skateboarder going down the street standing on a TV - because I shot that from another skateboard, and we both nearly killed ourselves. But I also love the surrealistic imagery of a guy watching his hedge from a barcalounger," he admitted. "I was really happy they let me see that odd idea through."...

DMN Newsletter, Jul. 22, 2005
Sam Jones' DIRECTV Spot Pushes Viewers to Rethink TV
Leading commercial production company Tool of North America today detailed photographer, filmmaker and commercial director Sam Jones’ latest commercial work, an imaginative :60 spot for DIRECTV entitled “Rethink TV.” The spot debuted on Jul. 7 and is set to continue airing throughout the summer on the DIRECTV system...

HollywoodIndustry.com, Jul. 21, 2005
Sam Jones' DIRECTV Spot Pushes Viewers to Rethink TV
...Jones joined Tool’s roster at the end of last year and has since directed several commercial assignments, while also jumping headlong into his next feature film project, a documentary on champion motocross star James “Bubba” Stewart which is being produced by Cruise/Wagner Productions through Paramount Pictures....

Shots, Jul. 20, 2005
BELIEVE IT OR NOT; Agencies are looking more and more beyond the 30-second commercial, as demonstrated in this week's hot shot, a spot by 72andSunny in Los Angeles that reveals some creative multi-media thinking
The shop devised several different length versions of a spoof music video, one just 30 seconds-long to run as an ad, another a full three minutes to run as a 'pop promo' on TV network G4, which is devoted to all things related to videogames.  The spot, directed by Ruben Fleischer out of Tool of North America, is for the E3 Electronic Entertainment Expo, a huge videogame tradeshow that takes place annually and is notoriously difficult to get into. Hence the ad's premise: three slacker guys hanging in a apartment are compelled to break into song (unfortunately excruciating '80s hit Believe It Or Not) when they realise they've got the chance to see all the E3 action live on G4....

SHOOT, Jul. 15-29, 2005
Midterm Industry Report Card; Assessing the state of the business at the halfway point, with an eye on the remainder of the year
Phillip Detchmendy, managing director, Tool of North America, bicoastal.  I think that advertising is in a state of flux, but no one is really sure exactly how it will all play out.  We do all know however that if you look at a pie chart showing how all advertising dollars are going to be spent five years from now, it's going to be different than it is today.  On a creative level, I feel there are small bursts of great creative, surrounded by a lot of work that needs to do more "heavy lifting" for clients and brands.  I think emerging ad forms and the ability to think and deliver ideas across a platform of mediums is the long-term story of where advertising is going.  It's happening all around us right now, and as time goes on it will continue to become more important.

FastChannel CreativeChannel Newsletter, Jul. 12, 2005
Member News From Around the World
Tom Routson directed a campaign for the creatives at GWhiz in New York and their clients at Progressive Direct.  The spots, Golf, X-treme and Bowling creatively illustrate why the company doesn't sponsor sporting events -- they just make things too easy for everyone.  Jennifer Siegel executive produced for Tool with editor Clayton Hemmert weighing in for Crew Cuts and Ring of Fire, specifically Inferno artists Thomas Downs, Paul Geiger, Mark Robben and Joanna Cruz, handling special effects.

Adweek, Jul. 7, 2005
BBDO 'Bugs' Bus Shelters for S.F. Zoo
...This effort is an extension of the "Join Zoomanity" branding campaign that launched in March with the "Tail" TV commercial directed by Harry Cocciolo of Tool. "Zoomanity" was developed to increase awareness as well as to encourage San Francisco Bay Area residents to form a relationship with the zoo, rather than just come for an isolated visit. The ultimate goal is to drive total attendance....

Adweek, Jul. 7, 2005
G-Whiz Makes Sports Look Easy
Grey Global Group's G-Whiz simplifies sports in a new campaign for car insurer Progressive Direct.  The New York shop's three 30-second spots illustrate how Progressive Direct "makes things easy" by showing dumbed-down sports. For example, in one ad a bowling alley is only a few feet long, making strikes easy. Another spot shows skateboarders going down a small ramp, and a third presents golfers playing with huge golf clubs and giant holes. In the bowling commercial, a voiceover states, "There's a reason Progressive Direct hasn't sponsored bowling. We tend to make things easier." A similar statement is made in each spot. The tagline: "Think easier. Think Progressive." Tom Routson of Tool of North America directed the spots. Rob Jacobson served as creative director, Dominic Orologio was art director, and Ted Cohn wrote the copy. Clayton Hemmert of Crew Cuts in New York was the editor.

THE CREATIVITY E-MAIL, Jul. 6, 2005
BREAKING: G Whiz Makes it Easy for Progressive Direct
In a new campaign fromm Grey subsidiary G Whiz insurance company Progressive Direct explains why it doesn't sponsor sporting events. It's because Progressive makes things way too easy -- much easier than the sports themselves. Three spots, cleverly directed by Tool of North America's Tom Routson, at first appear to be footage from Progressive-sponsored events. In the reveal, however, we see that the challenge has been taken out of golf, for example, by making the hole as big as a crater, while the thrills of bowling and skateboarding are similarly simplified.

Creativity, June, 2005
SPECIAL REPORT: Top 25 Directors; Creativity's annual accounting of the best directors in the business
THE INDIVISUALISTS:  Francois Vogel

Ad Age Daily, June 30, 2005
MONTH'S TOP 10 MOST-LIKED, MOST-RECALLED NEW TV SPOTS; Consumers Rate HP Spot Most Liked
NEW YORK (AdAge.com) -- HP's 'Francois II' spot was the commercial most liked by viewers during the last month. See the full IAG lists of top-liked and top-recalled spots....

Adweek, June 20, 2005
So You Want To Direct? by Harry Cocciolo
When I was working at Goodby, Silverstein & Partners on "Got milk?", I invited my parents to visit one of the shoots. At the end of the day, I asked my dad what he thought of the production process. He said it reminded him of the way bomber pilots described their missions over Western Europe during World War II. I asked him what he meant. He said, "It was hours of tedious boredom punctuated by brief moments of terror." I have not heard a better description....

Chicago Sun Times, June 20, 2005
DDB retrains Capital One Goths for next phase
Not that long ago we were having a great time watching the clever, hugely memorable Capital One commercials from McCann-Erickson featuring the Goths and David Spade, who gave us a newfound appreciation for the word "no."  Earlier this year the Cap One business was handed over to -- and split between -- DDB/Chicago and Element 79 Partners/Chicago....   In its debut work for Cap One, DDB has brought back the Goth pillagers, but with a twist. No longer are they sacking and pillaging. It turns out that because so many people have taken their credit card business to Capital One, the sackers and pillagers have been forced to find other forms of employment....

VFXWorld, June 20, 2005
A52 Uses Massive 2.0 for Budweiser Spot
EVERYDAY HEROES, a recent :60 Budweiser spot from Waylon Ad in St. Louis, marked the first time that A52 has used Massive, the AI-driven animation system from Massive Software that is currently in V. 2.0.  The Everyday Heroes spot tells the story of the tour, crafted by the creative team from agency Waylon Ad and the project’s director, Academy Award-winning cinematographer Bob Richardson of Tool of North America....

Film Imaging, June 17, 2005
A52 Uses Massive 2.0 to Draw a Crowd for Budweiser Campaign
Award-winning Los Angeles visual effects and design company A52 today detailed their animation and visual effects work for a new Budweiser broadcast spot from Waylon Ad in St. Louis.  The cinematic “Everyday Heroes” spot tells the story of the tour, crafted by the creative team from agency Waylon Ad and the project’s director, Academy Award-winning cinematographer Bob Richardson of Tool of North America....

FastChannel's CreativeChannel, Jun. 16, 2005
A Night to Remember
With the newly revamped MoMA as a stunning backdrop, the AICP mark of distinction was an eagerly sought after and highly coveted award. It was no surprise that the three commercials that walked away with the nod of Advertising Excellence were the visually compelling HP Picture Book, the feel good Adidas Carry and the poignent Nike Magnet. Equally well deserved were the Advertising Excellence Campaigns top nods - HP with Picture Book, Francois and Relay; eBay with Belief, Clocks and Toy Boat; and Virgin Mobile USA with Thing, 2AM, and Call Waiting. The Show, and subsequent international tour, continues to be an established benchmark of recognition in the industry and an important legacy of American advertising ingenuity and craft. 

shots, Jun. 16, 2005
BISCUIT AND TOOL TOP AICP SHOW; Biscuit Filmworks and Tool of North America have jointly topped the winners list at this year's AICP Show, held in New York last night
Both production companies won a total of seven honours each, with Biscuit winning in six categories, including two honours in Visual Style for The Noses for Holiday Inn and Carry for adidas, while Tool won in seven different categories. Production companies Anonymous Content, Partizan and RSA USA received four honours each while Harvest, MJZ and Smuggler received three honours each.  Francois Vogel, of Paranoid Projects: Tool, earned four honours, all for HP's Picture Book.

Videography, Jun. 16, 2005
AICP Show Honors Best Commercials of the Year
Biscuit Filmworks and Tool of North America topped the list of honored production companies in the Fourteenth Annual AICP Show, The Art & Technique of the American Television Commercial, presented by the Association of Independent Commercial Producers. Close to 2,000 members of the advertising and production industry gathered to view the Show, an hour and 13-minute compendium of the best commercials of the previous year, which premiered at The Museum of Modern Art, and now goes on tour to museums and cultural institutions around the country and abroad. In addition, the commercials in the Show become part of the permanent collection of the Department of Film and Media at The Museum of Modern Art, which has been AICP's partner since the Show's inception more than a decade ago.  With a total of seven honors each, Biscuit Filmworks and Tool of North America (including satellite Paranoid Projects: Tool) led production companies with the most honors....

Adforum.com, Jun. 15, 2005
AICP Show Honors Best Commercials Of The Year
With a total of seven honors each, Biscuit Filmworks and Tool of North America (including satellite Paranoid Projects: Tool) led production companies with the most honors. Tool of North America and its satellite Paranoid Projects: Tool earned seven honors in seven different categories, including, for Paranoid Projects: Tool, Advertising Excellence/Single Commercial, Visual Style, and Visual Effects for HP’s “Picture Book” spot, which was also honored for Advertising Excellence/Campaign along with HP’s “François” and “Relay.” Tool of North America received honors in Editorial and Cinematography for American Express’s “DeNiro” spot, as well as an honor in Public Service Announcement for the spot, “Elizabeth,” for the Full Participation Voting campaign. 
Adweek, June 15, 2005
AICP Shines at the MoMA; Fallon, Goodby and TBWA\C\D win most awards
After being held for four years at the Metropolitan Museum of Art due to construction, the 14th annual Association of Independent Commercial Producers show returned to MoMA Tuesday night. Nearly 2,000 partygoers braved the sizzling heat in the sculpture garden and explored MoMA galleries. Minneapolis-based Fallon, San Francisco-based Goodby, Silverstein & Partners and New York-based TBWA\Chiat\Day got the most honors, with seven apiece. New York-based BBDO, Chicago-based DDB and Portland, Ore.-based Wieden + Kennedy each scored five honors. Biscuit Filmworks and Tool of North America were the most-awarded production companies, with seven awards each....

THE CREATIVITY E-MAIL, Jun. 15, 2005
Biscuit, Tool Headline AICP Show
Biscuit Filmworks and Tool of North America led the pack among production companies last night at the New York debut of the Association of Independent Commercial Producers' annual installment of The Art & Technique of the American Television Commercial. Both companies received seven honors across the show's 24 categories. Anonymous Content, Partizan and RSA received four honors each.  With the director's work accounting for all seven of Biscuit's honors, DGA-winner Noam Murro was the most-honored director of the night on the strength of work for Adidas, Holiday Inn, eBay and Starbucks. Francois Vogel, who works out of Paranoid Projects: Tool, was honored in four categories, all for his "Picture Book" campaign for HP.  Unsurprisingly, the three agencies that tied for the most honors -- Fallon, Goodby, Silverstein & Partners and TBWA/Chiat/Day, all with seven -- accounted for all the winning work by both Murro and Vogel. Fallon worked with Murro on Starbucks and Holiday Inn; TBWA worked with Murro on Adidas; while Goodby worked with Murro on eBay and with Vogel on HP. RSA's Jake Scott and Partizan's Traktor claimed three honors each. 

The AICP Show's 2005 Honorees, Jun. 15, 2005
Advertising Excellence:  Single Commercial -- HP "Picture Book" (Francois Vogel)
Visual Style -- HP "Picture Book" (Francois Vogel)
Cinematography -- America Express "DeNiro" (Bob Richardson)
Visual Effects -- HP "Picture Book" (Francois Vogel)
Editorial -- America Express "DeNiro" (Bob Richardson)
Public Service Announcements -- Full Participation "Elizabeth" (Sean Ehringer)
Advertising Excellence:  Campaign -- HP "Picture Book," "Francois" & "Relay" (Francois Vogel)

FastChannel CreativeChannel Newsletter, Jun. 15, 2005
Member News From Around the World
Sam Cadman's first U.S. campaign since becoming a proud papa highlights several quirky scenarios in setting up the tagline, "ampm -- Too much good stuff."  The humorous spots, Student Driver and Indecision via Ogilvy & Mather/Los Angeles, also had help from executive producer Jennifer Siegel and producer Carolina Wallace.  Telecine was handled by The Syndicate and colorist Bob Curreri while editor Katz weighed in for Cosmo Street.

Film& Video Magazine, June 14, 2005
Zoic Studios Help Bring New HP "Francois II" Spot To Life; Partners again with Goodby & Paranoid Projects: Tool 
Continuing a successful collaboration with Goodby, Silverstein and Partners and Director Francois Vogel of Paranoid Projects: Tool, Zoic Studios has just completed the visual effects on HP's "Francois II" which showcases the capability of the HP Photosmart 375 in the style and flair that has placed HP advertising into the popular cultural lexicon. Last year's spots, "Francois I" and "Picture Book," were both recent Clio winners garnering the Bronze and Silver for Best Visual Effects respectively.  For "Francois II," Director Francois Vogel takes the self portrait of "Francois I" to the next level, artfully framing his face and then creating frames within to illustrate the expediency and versatility of the HP Photosmart 375 printer, which prints photos without a computer in less than :60....

THE CREATIVITY E-MAIL, Jun. 13, 2005
SPOT OF THE DAY:  Hewlett-Packard: Francois II
Francois Vogel returns with more simple yet stunning effects. Production Company:  Paranoid Projects: Tool; Director: Francois Vogel; Executive Producers:  Claude Letessier & Phillip Detchmendy; Line Producer:  Gayleen Sharon.

THE CREATIVITY E-MAIL, Jun. 13, 2005
Vogel Returns for HP
The test shoot that director Francois Vogel did last year for Goodby, Silverstein and Partners and client HP might be one of the most successful effects demos of all time. Not only did it win him the job -- last year's series set to the Kinks song "Picture Book" -- but it earned him a starring role in one of the spots. Now, in the next phase of the campaign, Vogel appears again, doing that picture frame trick from last year's campaign, with help from effects house Zoic Studios. This time around, Francois -- who shoots out of Paranoid Projects: Tool -- does his thing to the oldie "Out of the Picture" by The Robins. 

Boards Online, June 8, 2005
Screening Room: AM PM - Indecision
A woman's commitment is tested by AM-PM. PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Sam Cadman.  EXECUTIVE PRODUCER: Jennifer Siegel.  DIRECTOR OF PHOTOGRAPHY:  Stuart Graham.  Head Of Production: Amy Delossa.  Line Producer: Gayleen Sharon.

Boards Online, June 8, 2005
Screening Room: AM PM - Student Driver
A hopeful new driver gets schooled in the fine art of idling. PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Sam Cadman.  EXECUTIVE PRODUCER: Jennifer Siegel.  DIRECTOR OF PHOTOGRAPHY:  Stuart Graham.  Head Of Production: Amy Delossa.  Line Producer: Gayleen Sharon.

DigitalProducer, Jun. 2, 2005
Tool of North America Details Spots for ampm; Director Sam Cadman Captures Funny Moments for Ogilvy & Mather LA
Leading commercial production company Tool of North America today detailed director Sam Cadman’s latest commercial work, a humorous set of :30 spots for ampm for Ogilvy & Mather Los Angeles.  The campaign’s first spots, entitled “Student Driver” and “Indecision,” debuted on Tues., Jun. 1.  “Our idea for the campaign was that ampm lets people have whatever they want, whenever they want it,” explained Steve Williams, the agency’s associate creative director and copywriter on the project.  Each spot ends with the tagline, “Too Much Good Stuff,” and the campaign also features new radio and print elements....

THE CREATIVITY E-MAIL, Jun. 2, 2005
THE LATEST:  AM/PM - Indecision
A new driver learns how to idle.  Production Company:  Tool of North America - Santa Monica; Director: Sam Cadman; Executive Producer:  Jennifer Siegel; Line Producer:  Gayleen Sharon.

THE CREATIVITY E-MAIL, Jun. 2, 2005
THE LATEST:  AM/PM - Student Driver
A new driver learns how to idle.  Production Company:  Tool of North America - Santa Monica; Director: Sam Cadman; Executive Producer:  Jennifer Siegel; Line Producer:  Gayleen Sharon.

FastChannel CreativeChannel Newsletter, Jun. 1, 2005
Member News From Around the World
Tool of North America's Erich Joiner has single-handedly directed all of the broadcast spots for Ogilvy & Mather’s/New York $150 million DHL campaign.  The latest, entitled No Crying reminds us that there is no crying in baseball…I mean shipping.  Other talents weighing in for Tool were executive producer Jennifer Siegel and line producer Toby Ochsner.

Boards, May, 2005
DIRECTORS IN DEMAND:  Unstill life -- François Vogel plays with portraiture
Get Claude Letessier, EP at French prodco Paranoid, talking about François Vogel and you get an accented and enthusiastic stream of consciousness: "When the vehicle landed on Mars the NASA engineers were like kids: laughing and crying. François is the same with film. He is a bohemian and lives with three t-shirts and a sweater. But he's also a mathematician and a researcher like J.S. Bach: he tries to get the equation right. Then he puts the flesh around it and it articulates to a living thing. You should see how happy he can be when he makes his vision come true."  Vogel is liable to express a lot more happiness. In a mere two years he has gone from near obscurity to poster child following his celebrated work for HP. And now that the spot world knows of him, Vogel's phone isn't likely to stop ringing anytime soon....

Boards, May, 2005
Inventory & Hookups
Tool of North America, LA signed former executive creative director Harry Cocciolo to its directorial roster for exclusive US representation.

Boards, May, 2005
ON LOCATION:  Destination Tango -- Third World prices with a First World feel
It turns out you never know who you'll run into in Argentina these days. "In our hotel alone, we had Rob Pritts from Backyard doing a job, Roman Coppola doing a Coke job. As we were leaving, Frank Budgen was coming down," marvels Josh Reynolds, EP at Goodby, Silverstein and Partners, San Francisco. "A lot of people are going there."  If you add François Vogel, who was directing a series of HP spots for Goodby, the list of directors who've headed south of the Tropic of Cancer is impressive....

Creativity, May, 2005
KISSIN' COROLLA:  Dad/Geek, Dad/Rocker, Dad/Triplets, Dad/Girlfriend
The Toyota Corolla, which is Canada's best-selling car, is not the kind of product one would associate with a lesbian-kiss scene -- even in that relatively ad-edgy country.  But that's the case in a recent spot from Saatchi & Saatchi/Toronto, the final installment in a series of five commercials that are identical except for the reveal.  All show a father and daughter sitting on their porch, discussing the daughter's new love interest, whom she denies is "just like all the others."  A Corolla pulls up, and Dad goes inside, exclaiming, "I like him."  The spots, directed by Erich Joiner out of Toronto's Imported Artists [via a co-production arrangement with Tool of North America], premiered during consecutive commercial breaks during the season premiere of The Bachelor, showing a different suitor in the car each time, starting with a geek, then a rocker, triplets and finally a woman....

Creativity, May, 2005
Top Spots:  Visuals:  DIRECTV "KITE"
From the opening shots, it looks like the strings held by a teenage boy are tethered to a large kite.  But when a huge spaceship-like metal object swoops in front of the camera, we realize why the kid is being dragged around. Director:  Thierry Poiraud/Paranoid Projects: Tool.

Strategy, May, 2005
Outstanding new campaigns
Erich Joiner's latest work for Toyota Canada...

Boards Online, May 17, 2005
Screening Room: Revenge of the Sith "Dodgeball"
Wouldn't life be easier as a Jedi? PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Harry Cocciolo.  EXECUTIVE PRODUCER: Jennifer Siegel.  Director Of Photography: Jimmy Whitaker.  Head Of Production: Amy Delossa.  Line Producer: Kati Haberstock 

Boards Online, May 17, 2005
Screening Room: Revenge of the Sith "Paperboy"
Wouldn't life be easier as a Jedi? PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Harry Cocciolo.  EXECUTIVE PRODUCER: Jennifer Siegel.  Director Of Photography: Jimmy Whitaker.  Head Of Production: Amy Delossa.  Line Producer: Kati Haberstock 

Boards Online, May 17, 2005
Screening Room: Revenge of the Sith "Pigeons"
Wouldn't life be easier as a Jedi? PRODUCTION COMPANY: Tool of North America.  DIRECTOR: Harry Cocciolo.  EXECUTIVE PRODUCER: Jennifer Siegel.  Director Of Photography: Jimmy Whitaker.  Head Of Production: Amy Delossa.  Line Producer: Kati Haberstock 

FastChannel CreativeChannel Newsletter, May 18, 2005
Member News From Around the World
Tool of North America director Harry Cocciolo has just delivered a set of three spots for LucasArts via Butler, Shine, Stern & Partners/San Francisco.  In the commercials, Paper Boy, Pigeons and Dodgeball, viewers get to see what it would be like to use "the force" against life's everyday little annoyances.  The ads also announce the availability of the Star Wars Episode III: Revenge of The Sith videogame release.  On board for Tool were executive producer Jennifer Siegel & line producer Kati Haberstock.

SHOOT, May 13, 2005
21 Helmers Set for SHOOT's New Director's Showcase; Competition Draws Diverse Mix of Entrants; Advertising Agency Artisans, Web Spots and Spec Fare Figure Prominently
NEW YORK -- SHOOT's third annual New Directors Showcase -- which will be marked by an evening screening and panel discussions slated for next week (5/19) at the DGA Theater in New York -- offers a total of 21 helmers (including a two-man team) from diverse backgrounds.  Prominent in the mix, though, are ad agency artisans who have acted on their directorial aspirations, including:  Harry Cocciolo -- former executive creative director at See, San Francisco, and prior to that partner/creative director at Leagas Delaney, San Francisco, and a creative at Goodby, Silverstein & Partners, San Francisco -- recently embarked on a directing career, signing with bicoastal Tool of North America (SHOOT, 3/25, p. 1).  He earned inclusion in the SHOOT Showcase based on his San Francisco Zoo spot, "Tail," out of BBDO West/San Francisco, and Blue Cross/Blue Shield of Wyoming's "No Brakes" for Denver agency Cactus....

SHOOT, May 6, 2005
Ranier Beer Brews ADC Hybrid Winner
While the winners won't be formally honored until a June 2 gala in New York, The Art Directors Club (ADC) unveiled the mix of work that scored kudos at its 84th annual competition....  Hewlett-Packard's "Francois," out of GS&P, directed by Francois Vogel of Paranoid Projects: Tool, was awarded a Silver Cube in the crafts/special effects category.

SHOOT, May 6, 2005
The Best Work You May Never See:  "No Brakes"
"The thrill of victory.  The agony of defeat."  That catchphrase made famous on ABC's Wide World of Sports comes to mind in this :30 for Blue Cross/Blue Shield of Wyoming, out of Denver agency Cactus.... "No Brakes" was directed by Harry Cocciolo of bicoastal Tool of North America.  Jennifer siegel executive produced for Tool, with Kati Haberstock serving as producer.  The DP was Jimmy Whitaker....

FastChannel CreativeChannel Newsletter, May 4, 2005
Member News From Around the World
Director Harry Cocciolo just wrapped a new ad for BlueCross BlueShield of Wyoming for agency Cactus/Denver.   The spot, No Brakes, features an enthusiastic cyclist as he goes all out on a solo training ride - and the harrowing result  when his front brake mechanism disintegrates.  Tag: Health is unpredictable.  Be covered.  Be sure.  Weighing in for Tool were executive producer Jennifer Siegel and producer Kati Haberstock while The Whitehouse took on editorial duties with Kevin Zimmerman at the helm. 

Creativity, April, 2005
the ad+design annual:  Broadcast:  HP "Francois"
Real life pauses to become real pictures via mond-boggling visuals in this spot starring the director himself.  The simply executed effects bring an unobtrusive grace to the spot's overall charm, continuing HP's gorgeous visual legacy.  "The first spot said that digital photography is a revolution and anything could be a picture," director Francois Vogel, who also directed "You," explains.  "The second one is a continuation of real photography, saying we can print those images as well."

FastChannel CreativeChannel Newsletter, Apr. 20, 2005
Member News From Around the World
Erich Joiner just directed a set of spots for Toyota Canada via Saatchi & Saatchi/Toronto through a co-production with Imported Artists and Tool of North America.  The first commercial, entitled Returns, features a customer service rep handling an endless line of folks complaining -- certainly making her appreciative of the flawless Toyota Corolla.  Executive produced by Jennifer Siegal for Tool, Imported Artists talents included executive producer Christina Ford and producer Suzanne Allan.

SHOOT, Apr. 15, 2005
Erich Joiner Directs Many Unhappy "Returns" For Toyota; Spot for Saatchi & Saatchi, Toronto, Underscores Reliability of The Corolla
Appreciation is said to come from realizing the good in what you have.  And in this spot, a customer service representative for a department store attains that state based on her experience at the returns/complaint desk....

THE CREATIVITY E-MAIL, Apr. 1, 2005
MOVERS:  Additions at BBDO/Detroit, Tool and more
Harry Cocciolo, former executive creative director at San Francisco agency See, has signed with Tool of North America for representation as a director....

Adweek, Mar. 30, 2005
See: ECD Signs With Tool
SAN FRANCISCO Award-winning creative Harry Cocciolo has joined production company Tool of North America as a director, Tool's managing director Phillip Detchmendy said this week.  Cocciolo, the former executive creative director of See: in San Francisco, directed a BBDO West spot that broke this week for the San Francisco Zoological Society. Called "Tail," it features a girl with a furry tail who is lonely until she finds other children like herself outside a zoo. "Are you one of us?" a voiceover asks. "Join Zoomanity" is the tagline....

Boards Online, Mar. 30, 2005
Campaigns: Tool Visits Colonial Williamsburg
"WE MUST DEFEND OUR RIGHTS! WHO'S WITH ME?">What if you were so geeked out on 18th Century American Colonial history that you envisioned yourself in a neck kerchief, breeches and stockings and started speaking like a Williamsburg publican while manhandling the washing machine in your apartment building? "This is no landlord. This is a tyrant," you say while losing another quarter in the coin-operated machine. Chances are your neighbors would alert the authorities or at the very least consider investing in a stacked washer/dryer. But it's the clever angle of "Burgess", one of the spots in a campaign directed by Tool of North America's Sean Ehringer for Arnold Worldwide. Given the competition for our entertainment dollar, getting people out to visit Colonial Williamsburg is as easy as batting .400 using a broom handle, but this campaign succeeds in spinning history, which usually smells of mothballs, into something more contemporary. It also fits in comfortably with the wave of comedic spots built around an ensemble of characters in familiar environments (like Burger King and Sierra Mist). View the spots...

Boards Online, Mar. 30, 2005
Industry highlights and people moves
Tool of North America signed Harry Cocciolo to its directorial roster for exclusive U.S. representation. Tool's representation for Cocciolo includes Meredith Bergman on the east coast, Stephanie Stephens on the west coast and Dawn Rao in the midwest. Cocciolo was former executive creative director for San Francisco-based agency See, former creative director and partner at Leagas Delaney and former Goodby Silverstein & Partners (GSP) associate partner, writer and creative director. For more information visit www.ToolofNA.com.

shots, Mar. 30, 2005
ON THE MOVE:  New signings at Tool of North America, Social Club and Fried Okra Entertainment; and more...
Harry Cocciolo, former executive creative director for See in San Francisco, has signed to Tool of North America for directing work. Alongside See, Cocciolo has also worked in the creative departments at Leagas Delaney and Goodby Silverstein & Partners and his creative work has won awards at D&AD, Cannes Lions, the Clios and the One Show. Cocciolo's first spot as a director is for the San Francisco Zoological Society through BBDO West. "As a company, we've had the pleasure of a long, close relationship with Harry, and we have profound respect for him as an immensely talented creative," Tool's MD Phillip Detchmendy commented on the signing. "Directing is the next step in his career and we're incredibly excited that he's doing it at Tool."

THE CREATIVITY E-MAIL, Mar. 29, 2005
THE LATEST:  Colonial Williamsburg - Burgess
A revolution brews in the laundry room. Production Company:  Tool of North America - Santa Monica; Director: Sean Ehringer; Executive Producer:  Jennifer Siegel; Line Producer:  Jeff Tanner.

Create Magazine, Mar. 29, 2005
Harry Cocciolo Joins Directorial Roster Of Tool Of North America
SANTA MONICA, CA - Leading commercial production company Tool of North America today announced the addition of renowned, award-winning advertising creative Harry Cocciolo to its directorial roster for exclusive U.S. representation. The announcement was made by Cocciolo and Tool's managing director Phillip Detchmendy....

SHOOT, Mar. 25, 2005
Dir. Cocciolo Joins Spot Shop Tool
Noted ad agency creative Harry Cocciolo has decided to embark on a directorial career, joining bicoastal Tool of North America for exclusive representation.  He has already wrapped his first job under the Tool banner: a :60 (with a :30 version) for the San Francisco Zoo, out of BBDO West/San Francisco....

SHOOT, Mar. 25, 2005
Tail Wags The Tale For The San Francisco Zoo; Director Harry Cocciolo, BBDO West Elicit Empathy In Whimsical, Bittersweet :60
Having empathy for a person to the point where you're not only rooting that she finds happiness, but also feeling like you should be right behind her in line to go to the zoo is part of the magical effect of this lyrical :60 (with a :30 version) directed by Harry Cocciolo for BBDO West/San Francisco.  Titled "Tail," this spot for the San Francisco Zoo marks the first for Cocciolo since he formally decided to jump from the agency creative side of the business into the directorial chair, joining bicoastal Tool of North America (see story, p. 1)....

SHOOT, Mar. 25, 2005
Directors:  Spring Edition; Thierry Poiraud -- Directing Solo and With The Family
It's not easy tracking down director Thierry Poiraud.  However, SHOOT managed to do just that via email when the on-the-go Frenchman found himself with a few spare moments while shooting in "a remote part of the globe."  The interview happened thanks to Claude Letessier -- co-owner of Paranoid Projects (formerly Entropie), Paris, and Paranoid Projects: Tool.  The former entity represents Poiraud and his brother/frequent co-director Didier in Europe, while the latter handles them in the U.S....

FastChannel CreativeChannel Newsletter, Mar. 22, 2005
Member News From Around the World
Thierry Poiraud of Paranoid Projects: Tool has been keeping himself plenty busy of late.  First up is the follow-up commercial for DirecTV.  Entitled Kite, it features a teenager flying a very special satellite.  Other Toolers included executive producers Phillip Detchmendy, Claude Letessier and Jennifer Siegel and producer Mark Fetterman.  Editor Gavin Cutler and sound designer Marc Healy weighed in for MacKenzie Culter while colorist Fergus McCall weighed in for The Mill.  Then there's the very clever Maze spot for Pepsi, also via BBDO/New York.  This time the table, or shall we say maze, is turned and the mice are tracking the performance of humans.  The usual suspects weighed in for Tool (see above) with Sherri Margulies of Crew Cuts handling the editorial duties and Fergus McCall on board again for The Mill. 

THE CREATIVITY E-MAIL, Mar. 21, 2005
Pepsi Turns the Tables
The tables are turned in a new Pepsi spot from BBDO/N.Y., which again drives home the message that Pepsi goes well with food. In the commercial -- directed by Thierry Poiraud via Paranoid Projects @ Tool -- we see a guy in a mysterious maze, where he tries to navigate his way from a slice of pizza to a can of Pepsi. When the view pans out, we see that he is part of an experiment being conducted by giant mice in lab coats.

Adweek, Mar. 14, 2005
Best Spots of February:  Visa | "Dry Cleaner"
BBDO/New York and BBDO West The owner of a dry-cleaners store has been spending too much time on paperwork and not enough time supervising his goof-off employee, who enjoys riding around on the clothes rack. Visa Business can help him with the paperwork so he can focus on managing his business.  Production Company:  Tool of North America.  Director:  Tom Routson.

FastChannel CreativeChannel Newsletter, Mar. 9, 2005
Member News From Around the World
When a goofball employee's antics proves to the owner that he's spending too much time on paperwork, the Visa Business card comes to the rescue.  Directed by Tom Routson via BBDO/San Francisco, the spot, Dry Cleaners, also featured the talents of executive producer Jennifer Siegel and producer Adam Gross.  the Whitehouse weighed in with editor Livio Sanchez and producer Joni Wright. 

SHOOT ONLINE NEWSLETTER E-MAIL DISPATCH, Mar. 1, 2005
Spot Artisans Earn Oscars; Richardson, Gondry Top List
HOLLYWOOD-Director/cinematographer Robert Richardson, ASC, who is represented for commercials by bicoastal Tool of North America, won a best cinematography Oscar for Martin Scorsese's The Aviator. The Academy of Motion Picture Arts and Science's 77th Academy Awards were handed out on Feb. 27 at the Kodak Theater in Hollywood.  This is Richardson's second win; his first cinematography Oscar was awarded for Oliver Stone's JFK....

Boards, Feb., 2005
Production's Top 20
With Francois Vogel's iconic HP "Picture Book" proving its calling card, Santa Monica's Tool Of North America extended beyond comedic work into visual, more conceptual terrain this year. That said, rising comedic stars Tom Routson and UK import Sam Cadman entertained with solid work. New roster additions included Sam Jones.

Creativity, Feb., 2005
Vogel's Got Milk
Hot on the heels of director Francois Vogel's visual masterpiece for HP's Digital Imaging division comes a fresh new challenge: milk. Lowe/N.Y. recruited the directof from Paranoid Projects: Tool, Santa Monica, to direct a new commercial as part of the agency's "Got Milk?" campaign....

Boards Online, Feb. 22, 2005
Screening Room: DirecTV: Anticipation
The world's TVs get antsy waiting for the arrival of HDTV. PRODUCTION COMPANY: Paranoid Projects: Tool.  DIRECTOR: Thierry Poiraud.  EXECUTIVE PRODUCERS: Claude Letessier, Jennifer Siegel....

Boards Online, Feb. 22, 2005
Screening Room:  Verizon Wireless: The Hitcher
Verizon Wireless dream up a pair of worst case cell phone cockup scenarios. PRODUCTION COMPANY: Tool of North America, Inc.  DIRECTOR: Tom Routson....

Adweek, Feb. 7, 2005
Campaign of the Year: Hewlett-Packard
In late 2003, Goodby, Silverstein & Partners created "You," an emotional paean to digital photography for Hewlett-Packard in which pieces of images freeze on screen and become floating still pictures, all to the soundtrack of the Cure's hit song "Pictures of You." Last year, the challenge was to create a campaign not only about taking pictures but about printing them as well. Thinking about that brief one day last spring, French director Francois Vogel sat down at his desk and mocked up a test ad. He blasted the upbeat 1968 Kinks song "Picture Book," which Goodby had already decided it wanted as an anthem, set up a camera and shot himself putting empty frames around his head and neck. Then, using Adobe After Effects and proprietary software he wrote himself, Vogel transformed the video to make it seem as though he were creating still hard-copy photos out of thin air....

Boards, Jan., 2005
Inventory
LA's Tool of North America signed Sam Jones for the US. Imported Artists will rep him in Canada and Entropie in France.

Millimeter, Jan., 2005
Scorsese's Color Homage; Director Enters Digital Realm to Craft The Aviator's Vintage, Dye-Transfer Palette
Martin Scorsese (left) consults with DP Bob Richardson on location during filming of the Hell's Angels sequence....

Adweek, Jan. 31, 2005
Online Exclusive: Countdown to the Big Game, Continued
To give the launch of Honda's first pickup truck a muscular edge, two introductory spots for the Ridgeline running on the Super Bowl have to do some heavy lifting.  "It was straight-forward, meat-and-potatoes creative, no fooling around," says Bill Hagelstein, evp and COO at Honda's agency RPA in Santa Monica, Calif. "We haven't been afforded the luxury of 25 seconds with frogs or monkeys to make the USA Today laugh meter move."  [...]  Expect tropical beauty, however, some macho hauling, and cross-promoting cargo. Both spots were directed by Tool's Erich Joiner in Hawaii, who took advantage of Hawaii's picturesque "volcanic and earthen" terrain, including the Parker Ranch's cinder mine and quarry....

SHOOT, Jan. 28, 2005
Super Bowl Lineup:  A Mix of Mainstay and New Advertisers
...Truck rollouts will also leave tracks on the Super Bowl ad landscape.  American Honda Motors has two spots running during the game to promote its first pickup truck, the Ridgeline.  Erich Joiner of bicoastal Tool of North America is believed to be the director on the Ridgeline fare from Rubin Postaer and Associates, Santa Monica....

Adweek, Jan. 24, 2005
Creative All-Stars: Agency Producer Josh Reynolds, Goodby, Silverstein & Partners, San Francisco
When Josh Reynolds, an executive producer at Goodby, Silverstein & Partners, learned that TV Guide recently proclaimed the Hewlett-Packard commercial "Picture Book" as the best 60 seconds on television, he was, of course, thrilled. "It is very gratifying to see your work embraced and hailed by, most importantly, the public, as well as mainstream media sources," the 44-year-old says.  "Picture Book," set to the catchy Kinks tune of the same name, promotes HP's digital photo products by depicting a parade of people grasping frames that magically transform into photographs. Directed by Francois Vogel of Paranoid Projects@Tool, the spot was one of only two hands-on producing projects that Reynolds, who also has management responsibilities at Goodby, tackled last year....

Adweek, Jan. 31, 2005
New Campaigns:  In a Pinch, Volkswagen Gets Behind Touareg
In "Rear View," a spot created for the Hispanic market, but which should resonate with testosterone-filled males of all backgrounds, a guy in a VW Touareg pulls into a crowded mall parking lot and, with some consternation, finally finds a spot....In Spanish or English, this spot works all the way to the end, no ifs, ands or butts.  Key players: C.O.D.: Priscilla Cortizas, Daniel Marrero, creative directors; Martin Cerri, assoc creative director; Sean Ehringer, director.

SHOOT, Jan. 21, 2005
Street Talk
Several talents active in spotmaking have been nomimated for American Society of Cinematographers (ASC) Awards in the feature film category.  The nominees include director/cinematographer Robert Richardson, ASC, who is repped as a spot helmer by bicoastal Tool of North America.

THE CREATIVITY E-MAIL, Jan. 21, 2005
THE LATEST: American Express: Tribeca
Scorsese and Richardson shoot De Niro for Amex.  Production Company:  Tool of North America - Santa Monica; Directors:  Martin Scorsese, Bob Richardson; Executive Producer:  Jennifer Siegel.

THE CREATIVITY E-MAIL, Jan. 12, 2005
BREAKING: Silent But Deadly
Crispin Porter + Bogusky and the American Legacy Foundation take a break from staging -- and filming -- realish protests in a new comic anti-smoking campaign being distributed by the Ad Council. The effort takes aim at secondhand smoke by pointing out that cigarette smoke is a gas and passing gas is, as we all know, very rude. Three spots, directed by Tool's Tom Routson, make thorough use of the double entendre. 

FastChannel CreativeChannel Newsletter, Jan. 12, 2005
Member News From Around the World
The first three spots from a package from Tom Routson via Grey Worldwide for Progressive's new Drive Insurance are hitting the airwaves.  Starring Wendie Malick, Ryan Stiles and John O'Hurley, the spots - Coffee, Airport, and Hotel - highlight the perks of their celebrity as well as their custom drive insurance policies. Tool's team included executive producer Jennifer Siegel, head of production Laura Thoel and line producer Denise Rocchietti.  The spots were edited by Karen Kourtessis of Crew Cuts.

HP Brand Campaign Website, Jan. 10, 2005
The making of "PictureBook"
...the beauty of this commercial comes from the director François Vogel and his ability to finesse the tools in After Effects unlike no one else we have seen. He also writes proprietary code and software patches to accomplish some of his visual trickery. 

Cinematographer.com, Jan. 5, 2005
Robert Richardson, ASC Explores 'The Aviator'
How do you translate the life of a legend into images that capture a sense of time, place and the essence of the soul of a multi-dimensional character? That was the over-arching question Robert Richardson, ASC had to answer during the making of "The Aviator." The film spans three decades in the life of Howard Hughes, a brilliant, mega-millionaire who opened new frontiers in both the motion picture and aviation industries. "The Aviator" marks Richardson's third collaboration with Martin Scorsese, following "Casino" and "Bringing Out the Dead." The director called Richardson to talk about the script the Saturday before Memorial Day in 2003, just before the cinematographer left for China to begin working on "Kill Bill."...

Adweek, Jan. 3, 2005
The Best of '04 and the Worst
THE BEST (#2):  Spot "Picture Book" . Client Hewlett-Packard . Agency Goodby, Silverstein & Partners, San Francisco 
A catchy tune and captivating visuals make HP's digital photo products accessible and fun. To the Kinks' "Picture Book," director Francois Vogel brings the joy of flipping through a photo album to the digital world (and stars as the guy hanging picture frames around his neck). It's a picture party we all want to join.

TV Guide, Jan. 2-8, 2005
Insider:  Photo Development
The most irresistible 60 seconds of TV these days has nothing to do with desperate housewives or island monsters.  It's just a man, sitting at a cluttered desk, pulling one self-portrait after another from thin air while mouthing the words to the Kinks' "Picture Book." The commercial for HP digital photography was designed by French video artist Francois Vogel (that's him in the commercial).  He placed a camera on a tripod, turned it on himself, cranked up the music and started playing around with empty cardboard picture frames.  The rest is digital trickery, morphing still photographs into the cardboard frames.  Next up for Vogel: an ad for Winterfresh gum.  Wonder if he remembers the Archies' "Suger, Sugar." 

CREATIVITY, Dec., 2004
SPOT OF THE YEAR RUNNERS UP:  HP "FRANCOIS"
Even after a year, we apparently haven’t had our fill of cool, watchable HP ads. This Nth execution in the legendary "+" campaign furthers the picture taking cause started last year with "You" which introduced the frozen frame antics of director Francois Vogel. The inventive director is up to his tricks again here, going so far as to star in the spot, capturing his own mug over and over in a repeated act of auto photography. The effects are gee whiz magnetic, but the spot is really driven by a simple, almost old school charm that transcends the visual trickery.

Film&Video Magazine, Dec., 2004
Flight Plan:  DP Robert Richardson Channels Old Technicolor Processes For The Aviator
Cinematographer Robert Richardson had an unusual mandate from director Martin Scorsese as he started work on the Howard Hughes Jr. biopic The Aviator. Scorsese had conjured up distinctive visual semantics for the film, with the opening scenes emulating a two-strip Technicolor look that would evoke the cinematic feel of the 1920s. The film quickly transitions to an imitation of richer, three-strip Technicolor images and finally it takes on a contemporary color negative look — visual cues that were crucial because they were tied to the picture’s chronology. “There are subtle differences in certain colors and gray scale that evoke subconscious memories of movies from different periods,” Richardson says. “Marty wants the audience to link those transitions to the passage of time in Howard’s life.”...

Millimeter, Dec., 2004
HOT SPOTS:  HP “Printer”
Thierry Poiraud created a stylized world set to the rhythm of a printer. The voiceover marvels at the science inside HP printers. The science of this quick-cut, effects-heavy spot is also something at which to marvel. Agency: Goodby, Silverstein & Partners, San Francisco, Production: Paranoid Projects at Tool, Santa Monica, Calif.; Director: Thierry Poiraud; DP: Adam Kimmel; Managing Director: Phillip Detchmendy; Telecine: Riot, Santa Monica; Flame/Online Editor: Claus Hansen; Editorial: Chrome, Santa Monica; Editor: Hal Honigsberg; Visual Effects; BUF, Paris; Sound Design: Stimmung, Santa Monica; Final Mix: Lime Studios, Santa Monica.

FastChannel CreativeChannel Newsletter, Dec. 22, 2004
Member News From Around the World
Director Francois Vogel of Paranoid Projects @ Tool recently completed a stunning Cingular spot via BBDO Worldwide.  The commercial, Family Tree, depicts their 46 million Cingular wireless customers through bubbles on a massive, sprawling tree.  Rounding it out for Paranoid were executive producers Claude Letessier & Jennifer Siegel and producer Caroline Pham.  Editor Stephen Jess of the Whitehouse lent his talents as did Company 3 colorist Stefan Sonnnenfeld.  And another note from just 'plain' Tool of North America.  Director Sam Jones has delivered his first package of spots since joining the team.  The ads, Father and Navy Tattoo for Discover Card via Goodby, Silverstein & Partners also feature the editorial talents of Angus Wall and Adam Pertofsky of Rock Paper Scissors.... 

SHOOT, Dec. 10, 2004
Tool Of North America Goes With British Airways
PRODUCTION CO.:  Rogue, London:  Sam Cadman, director; Stephen Blackman, DP; Charlie Compton, executive producer; Alice Rowbotham, producer. Tool of North America, Santa Monica:  Phillip Detchmendy and Jennifer Siegel, executive producers.  Shot on location in London, Trinity Square, Westminster and Canterbury, Kent, U.K.

Boards Online, Dec. 7, 2004
Screening Room: Cingular "Family Tree"
Dewdrop people are connected through the airwaves in Francois Vogel's latest for Cingular.... 

SHOOT, Dec. 3, 2004
Tool, Jigsaw Take Pics For Sprint PCS
PRODUCTION CO.:  Tool of North America, Santa Monica.  Sean Ehringer, director; Rhet Bear, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Laurel Thoel, head of production; Jeff Tanner, producer; Elizabeth Burhop, production designer; Christine Maskobi, production supervisor. Shot on location in Los Angeles.

SHOOT, Dec. 3, 2004
Tool Gets Dragged Away For T-Mobile
PRODUCTION CO.:  Tool of North America, Santa Monica.  Sean Ehringer, director; Eric Schmidt, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Jeff Tanner, producer; Elizabeth Burhop, production designer; Angelo Gianni, production supervisor. Shot on location in Agua Dulce, Calif.

CREATIVITY, Nov., 2004
SPECIAL REPORT: Emerging Directors
François Vogel, Paranoid Projects @ Tool 
François Vogel makes Play-Doh out of pictures. The French-born director, repped out of Paranoid Projects @ Tool and Paris' Entropie Films, warps moving images into visually hypnotic dazzlers, most notably for Goodby and its commercials art gallery known as the HP campaign. In the "You" spot he illustrated the idea of endless picture-taking possibilities via a stunning, multi-paneled moving mosaic. "I like to play with perspective," the 33-year-old director notes of his approach. "What you see in photos or movies is never the reality, so I like to play with the way you look at things."...

Boards Online, Nov. 30, 2004
Campaigns: Amex gets personal in NYC; Scorsese and de Niro don't leave New York without it
THIS BOY'S NEW YORK LIFE> It's safe to say that at the moment having a marquee worldwide brand with the word 'American' in it might not be considered good for business. So, if you're American Express, you have two choices: Go big or go home. It's a testament to agency Ogilvy & Mather that with the new Amex 'My Life. My card' campaign they may have managed in their way to do both. The concept is to take extraordinary Americans and create a personal moment with each where they express something about what makes them who they are. "Robert de Niro" is the opening salvo, with Scorsese directing a haiku to New York in tandem with his old buddy. They've brought some heavy artillery with them, including score by Philip Glass and cinematography by Bob Richardson (who also worked with Scorsese on the upcoming The Aviator), but upon a first viewing, it seems as if Scorsese and de Niro left their more personal New York passions and secrets tucked away, leaving only a surface tour through the city. Watch it a few times, though, and there's something elegiac about the rhythm of the spot and the voyeuristic but knowing way people and things are portrayed. For its purposes, it strikes the right tone and maturity for Amex, and it's free of the usual frenetic, antagonistic personality that visitors to New York take away. It's the kind of signature American campaign that could have legs given the right voices, but it would be interesting to see personal statements from other filmmakers in other parts of the world as well. In the meantime, Tiger Woods, Ellen Degeneres and other Americans will follow. Post work done by The Mill. Production company: Tool of North America. 

HollywoodIndustry.com, Nov. 11, 2004
Tool Of North America Adds Sam Jones to Directorial Roster
Leading commercial production company Tool of North America today announced the addition of acclaimed photographer, filmmaker and commercial director Sam Jones to its roster for exclusive U.S. representation.  The announcement was made by Jones and Tool's managing director Phillip Detchmendy.... 

shots, Nov. 10, 2004
MORE MOVES
Sam Jones has joined the directors roster at Tool of North America in Santa Monica. Jones, a photographer, filmmaker and commercial director, joins the production company after a brief stint at Blink USA. The deal also sees the director repped in Canada via Toronto's Imported Artists Film Company and in France via Entropie Films in Paris....

The Creativity E-Mail, Nov. 10, 2004
FROM CREATIVITY: Emerging Directors
Canadian wildmen The Perlorian Brothers -- who downed a Gold Lion earlier this year with work for Unilever -- appear on the cover of the November issue of Creativity, where we round up all the raw talent you can handle in our annual report on emerging directors. Inside, you can read about the likes of Josh Miller, Sebastian Strasser, Zach Math, Doug Pray, François Vogel, Vogel.Villar-Rios, PES, James Rouse, Armando Bo and more.... 

FastChannel CreativeChannel Newsletter, Nov. 10, 2004
Member News From Around the World
So answer me this - does Tom Routson ever sit still?  The popular Bud Light director teamed up with DDB/New York to help the popular Bud Man lend some serious style when ordering up the brew.  Those adding their expertise to How to Say Bud Light were executive producer Jennifer Siegel and producer Pat McGoldrick.  Editorial and sound design was provided by McKenzie Cutler with editor Dave Koza and sound designer Marc Healy at the ready.  And this just in: Filmmaker and commercial director Sam Jones has joined Tool's roster for exclusive U.S. representation.  On the East coast by Meredith Bergman; West by Stephanie Stephens and in the Midwest by Dawn Reo.  The deal also earns Jones representation in Canada via Toronto's Imported Artists Film Co. and in France via Tool's association with Entropie. 

Adweek, Nov. 8, 2004
Grey Steers Drivers to Indie Insurers
NEW YORK Grey breaks a campaign today for Drive Insurance, a new offering from Progressive Insurance, the company said. Directed by Tom Routson of Tool of North America and tagged "Relax, just drive," the work features TV actors Ryan Stiles of The Drew Carey Show and Wendie Malick of Just Shoot Me. The client wants to educate consumers about the advantages of independent insurance agents....

The Creativity E-Mail, Nov. 8, 2004
MOVERS
Director Sam Jones -- best known for the Wilco documentary I Am Trying to Break Your Heart -- has signed with Tool of North America for commercials representation. He was previously repped by Blink USA. 

Boards Online, Nov. 5, 2004
Screening Room:  Bud Light "How to Say Bud Light"
Say it with us: "Buuuuuuuuuud."  Production Company: Tool of North America/Santa Monica, CA.  Managing Director: Phillip Detchmendy; Director: Tom Routson; DP: Sefan Czapsky; Exec. Producer: Jennifer Siegel; Producer: Pat McGoldrick; Production Supervisor: Alex Aab.

SHOOT, Nov. 5, 2004
Emerging Trends:  Prodn. house execs and owners discuss the future
As the advertising business changes with marketers looking to attract eyeballs in an increasingly fragmented media, production companies will need to expand their offerings beyond just spot production. To find out how shops view the changing and evolving ad arena, SHOOT asked production company owners and execs [several] questions.  Phillip Detchmendy, Managing director, Tool of North America, bicoastal.  For most of Tool's 10-year history, we have grown with a roster of mainly performance-driven comedic storytelling directors. And while this has been and will continue to be a big part of Tool's core, we've also been expanding our roster in other directions, for example with Robert Richardson. We've also added a relationship with English comedic director Sam Cadman, and our partnership with Paranoid Projects gives us the opportunity to represent and work with the Poiraud Brothers and Francois Vogel in this market. While the individual styles of our directors may vary, what links them together is the fact that they are all creative, smart, conceptual, idea-driven people....

SHOOT, Nov. 5, 2004
Sam Jones Exits Blink, Joins Tool
SANTA MONICA—Director Sam Jones has signed with bicoastal Tool of North America for exclusive spot representation in the U.S. Additionally, Jones will garner representation in Canada via Tool's relationship with Imported Artists Film Company, Toronto, as well as in France through Tool's association with Paris-based Entropie. Prior to inking a deal with Tool, Jones was represented by Blink USA, the Venice, Calif.-based offshoot of Blink, London. As for his move, Jones said he deemed Tool the right fit after meeting with at least a dozen production companies. "I just really connected with Tool—just the people plain and simple," Jones said, citing company principal/director Erich Joiner and managing director Phillip Detchmendy, among others. "They seemed like people who understand where I'm trying to go."  Aside from seeking like-minded people, Jones was also aiming to find a solid company. "I think that Tool has the stability and longevity that—after [stints at] two smaller companies—I realize I desire," Jones remarked. "Plus, the [company is made up of] a group of really smart filmmakers who have the financial resources they need to be able to do good work."....

SHOOT Online's E-Mail Newsletter, Nov. 2, 2004
Sam Jones Exits Blink, Joins Tool
Director Sam Jones has signed with bicoastal Tool of North America for exclusive spot representation in the U.S. Additionally, Jones will garner representation in Canada via Tool's relationship with Imported Artists Film Company, Toronto, as well as in France through Tool's association with Paris-based Entropie. Prior to inking a deal with Tool, Jones was represented by Blink USA, the Venice, Calif.-based offshoot of Blink, London. [Link]

Boards Online, Oct. 31, 2004
Screening Room:  Bud Light "Window"
Hapless alpha males flock to Budweiser like birds to the feed.  Production Company: Tool of North America/Santa Monica, CA.  Managing Director: Phillip Detchmendy; Director: Tom Routson; DP: Sefan Czapsky; Exec. Producer: Jennifer Siegel; Producer: Pat McGoldrick.

SHOOT, Oct. 29, 2004
Tool Of North America Chases A Hyundai Sonata
PRODUCTION CO.  Tool of North America, Santa Monica.  Tom Routson, director; Stefan Czapsky, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Laurel Thoel, head of production; Denise Rocchietti, producer; Craig Repass, production supervisor. Shot on location in Los Angeles.

FastChannel CreativeChannel Newsletter, Oct. 26, 2004
Member News From Around the World
And speaking of voting... Sean Ehringer conceived, wrote, art directed and directed a series of PSAs - namely Elisabeth, Parents and Meeting - that use blatant honesty as a theme to urge people to get out and vote on November 2.  Nomad Editorial lent the talents of editor Tom Muldoon.  Then there's Sam Cadman's hilarious British Airways campaign from M&C Saatchi.  Developed to promote British Airways' sale prices, the spots Big Ben and Cricket, couple the clever use of well-known iconic British imagery and large measures of wit with a clueless American TV anchorman.  Mad River Post took on editorial duties with editor Erik Carlson and telecine was provided by Company 3, notably colorist Billy Gabor.

Adweek, Oct. 25, 2004
Causing a Stir
...Sean Ehringer, a director at Tool, shot three spots—with a volunteer cast—about voting that aired on the Independent Film Channel...

Adweek, Oct. 18, 2004
Best Spots of September:  Honda CR-V | "Dog Show"
Cars replace the canines in this dog-show parody, complete with owners running alongside their four-wheeled friends.   Production Company: Tool of North America; Director: Erich Joiner.

SHOOT, Oct. 22, 2004
Dir. Ehringer Encourages People To Speak Up, Vote; Tool Backs Project For Nonpartisan Org Full Participation 2004
With Election Day steadily approaching, Sean Ehringer of bicoastal Tool of North America has joined the multitude of voices encouraging people to vote on Nov. 2. To get people to the polls this year, Ehringer founded a nonpartisan organization called Full Participation 2004. He was not only his own client on a recent campaign about the liberating effects of voicing your opinion, but also director, copywriter and art director.  The three spots—"Elisabeth," "Meeting" and "Family"—depict people who unexpectedly say what is on their minds. In "Elisabeth," three female office workers eat lunch around a table in a small kitchenette. The main character, Elisabeth—outfitted in a short skirt and large hoop earrings—complains, "I just have, like, way more experience than, like, Bob, you know." An encouraging office mate chimes in, "And you've been here longer, too." Elisabeth continues her griping about discrimination until the third woman candidly offers her assessment of why Elisabeth was passed up for the promotion: "I think it has more to do with you having a two-word vocabulary and the fact that you kind of dress like a hooker."...

SHOOT, Oct. 22, 2004
Tool Gets High Mileage With Pennzoil
PRODUCTION CO.  Tool of North America, Santa Monica.  Tom Routson, director; Dan Mindel, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Denise Rocchietti, producer. Shot on location in Burbank, Calif.

SHOOT, Oct. 22, 2004
Tool Gets Windows Clean For Bud Light
PRODUCTION CO.  Tool of North America, Santa Monica.  Tom Routson, director; Stefan Czapsky, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Pat McGoldrick, producer; Alex Aab, production supervisor. Shot on location in New York.

SHOOT, Oct. 15, 2004
Deutsch LA Compares Aspen Edge
PRODUCTION CO.  Tool of North America, Santa Monica. Erich Joiner, director; Mark Plummer, DP; Jennifer Siegel, executive producer; Joby Ochsner, producer; Amy DeLossa, head of production; Jeffrey Beecroft, production designer; Pablo Richards, production supervisor. Shot on location in Carson and Long Beach, Calif.

SHOOT, Oct. 15, 2004
Tool Of North America, DHL Support The Olympic Games
PRODUCTION CO.  Tool of North America, Santa Monica. Erich Joiner, director; Pascal Lebegue, DP; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Joby Ochsner, producer; Kelly Christensen, production supervisor. "Backyard" was shot in Encino, Calif., while "19th Hole" was lensed in Whittier, Calif.

SHOOT, Oct. 15, 2004
Zoic Studios, Paranoid Print For HP And GS&P
PRODUCTION CO.  Paranoid Projects@Tool, Santa Monica.  Francois Vogel, director; Adam Kimmel, DP; Phillip Detchmendy, managing director; Claude Letessier and Jennifer Siegel, executive producers; Amy DeLossa, head of production; Mark Fetterman, producer; Liz Long, production supervisor. Shot on location in Stockholm.

Film&Video Magazine, Oct., 2004
Putting Pictures in Pictures for HP
"This is the kind of spot that really psyches me up," says editor Hal Honigsberg, Chrome, of HP's :60 spot "Picture Book," which debuted during MTV's Video Music Awards.  The spot features actors interacting with printed photographs where real life instantaneously becomes a photo.  "I had to do cutting and pasting -- all the things that are basic to editorial -- but on top of that, there was this whole level of complexity of effects."  Both Honigsberg and creative director Christopher Jones of Zoic Studios accompanied director Francois Vogel to Stockholm, Sweden, for the two-week shoot....

AdCritic.com, Oct. 14, 2004
PSA - Elizabeth
Client:  PSA; Creative Director: Sean Ehringer; Copywriter: Sean Ehringer; Art Director: Sean Ehringer; Production Company: Tool of North America - Santa Monica; Director: Sean Ehringer....

SHOOT, Oct. 8, 2004
Tool Of North America Says Hello For Ikea
PRODUCTION CO.:  Tool Of North America, Santa Monica.  Sam Cadman, director/DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Patrick McGoldrick, producer; Amy Brewster, production supervisor. Shot on location in Minneapolis.

SHOOT, Oct. 8, 2004
Paranoid Projects Goes Inside For HP
PRODUCTION CO.:  Paranoid Projects@Tool, Santa Monica.  Thierry Poiraud, director; Adam Kimmel, DP; Phillip Detchmendy, managing director; Claude Letessier and Jennifer Siegel, executive producers; Amy DeLossa, head of production; Kelly Christiansen, production supervisor; Samantha Gore, production designer; Joby Ochsner, producer. Shot on location in Burbank, Calif.

The Creativity E-Mail, Oct. 7, 2004
Spot of the Day:  Bud Light "Window"
Chief Creative Officer:  Lee Garfinkel; Copywriter:  Mark Teringo; Art Director:  Barbara Eibel; Director of Broadcast Production:  Bob Nelson; Senior Agency Producer:  Steve Ford; Production Company:  Tool of North America - Santa Monica; Director:  Tom Routson; Director of Photography:  Stefan Czapsky; Managing Director:  Phillip Detchmendy; Executive Producer:  Jennifer Siegel; Head Of Production:  Amy DeLossa; Producer:  Pat McGoldrick; Production Supervisor:  Alex Aab; Editorial Company:  MacKenzie Cutler Editorial - New York; Editor:  Dave Koza; Sound Design:  Sound Designer:  Marc Healy; Post Producer:  Julie Gagliardi; Finishing House:  Nice Shoes - New York; Final Mix: audioEngine - New York; Mixer:  Rex Recker.

DigitalProducer, Oct. 1, 2004
Sam Cadman's U.S. Spot Debut Intros IKEA to Minneapolis
Tool of North America today detailed self-styled British director Sam Cadman's first commercial work in the U.S.:  a humorous set of :30 spots for IKEA for Crispin Porter + Bogusky....

iCOM Magazine, Sept., 2004
Tool’s Erich Joiner Directs Deutsch L.A.’s Aspen Edge Launch Spots
Leading commercial production company Tool of North America announced details of award-winning director Erich Joiner’s latest project work, a pair of national broadcast spots for Coors Brewing Company’s low-carb Aspen Edge beer via Deutsch/LA. The spots debuted during ABC’s Aug. 9 Monday Night Football broadcast. Asked about Erich Joiner’s contributions to the finished spots, Deutsch’s senior VP, associate creative director and writer Eric Springer explained, “There was a subtlety to the performances by the comedians - they had great chemistry. Erich let them say and do what they wanted, while ensuring they said and did what they needed to so we could get the spots approved by our clients and onto TV.”....

The Creativity E-Mail, Sep. 24, 2004
Goodby, Vogel Reunite for New HP Photo Campaign
Goodby, Silverstein & Partners and Paranoid Projects @ Tool director Francois Vogel have teamed up again to preach the digital photography gospel in a new series of spots for Hewlett-Packard. This time around, Vogel -- who previously directed the HP photography spot "You" -- worked with L.A. effects company ZOIC to create a world in which simple white picture frames magically turn life into pictures and back again.  The series, set to the Kinks song "Picture Book," even features a 30-second commercial starring Vogel himself. In it, we see the director sitting at a desk, conjuring pictures out of blank frames. Tool managing director Phillip Detchmendy explains that the spot grew out of a test Vogel did when he was bidding for the job. "The test was so charming, everybody fell in love with it," he says. "And when we went out to do the campaign, they said they'd love to do it as spot." 

CREATIVITY, Sept., 2004
SPECIAL REPORT: Top U.S. Production Companies
TOOL OF NORTH AMERICA, FOUNDED 1995
Principals: Erich Joiner, President/Director; Phillip Detchmendy, Managing Director; Jennifer Siegel, Executive Producer; Amy Delossa, Head of Production. Roster: Sam Cadman, Sean Ehringer, Erich Joiner, Robert Richardson, Tom Routson, Johan Tappert, Paranoid Projects @ Tool: Poiraud, Francois Vogel.  Funny was Tool's business, or so we thought, given its continued stream of laughs throughout the year.   Erich Joiner went from broad executions on DHL and Hyundai to dark depths on the sci-fi inspired "Newscaster" for PS2, while Tom Routson delivered more for Pennzoil and ESPN/Bud Light.  Sam Cadman shot his first for Ikea, and Sean Ehringer was on board for Bud Light and AT&T.  Joking aside, the shop also broadened markedly into lush visuals.  Kill Bill 2 and The Aviator DP Bob Richardson directed a series of image spots for SBC, and the French Masters came on board via Tool's partnership with Paris-based Entropy Films, Paranoid Projects @ Tool.  The result, groundbreaking work for creative patron HP, first on Francois Vogel's funkily elegant "You," and then "Printer," directed by sibling Thierry of the Poiraud Brothers, who just wrapped their film Atomik Circus.

Adweek, Sep. 23, 2004
Best Spots of August:  Hewlett-Packard | "Picture Book"
Still pictures come to life in various scenarios in this visually hypnotic spot. Tagline: "You think all the world's a photo album."   Production Company: Tool of North America; Director: Francois Vogel.

The Creativity E-Mail, Sep. 22, 2004
Spot of the Day:  Hewlett-Packard: Picture Book
All the world's a picture. Agency:  Goodby, Silverstein & Partners - San Francisco; Creative Directors:  Rich Silverstein, John Norman; CD/Copywriter:  Steve Simpson; Agency Executive Producer:  Josh Reynolds; Production Company:  Paranoid Projects @ Tool; Director:  Francois Vogel.

Boards Online, Sep. 21, 2004
Screening Room:  HP Picture Book
"Picture Book" reaches out to viewers who embrace photography as part of their lives, presenting masterful motion cinematography documenting a number of visually striking scenes in which people interact with printed photographs.   Production Company: Paranoid Projects @ Tool; Director: Francois Vogel.

Yahoo! Finance, Sept. 14, 2004
British Airways to Launch 'Go With Those Who Know' Leisure Travel Advertising Campaign; Puns and Comedic Approach Highlight Insiders' View of London
British Airways announced today the launch of its new North American integrated advertising campaign. The multi-million dollar campaign marks the first leisure-oriented tactical creative campaign the airline has launched in almost two years. It debuts today in print, online and on network and cable television.  Created by M&C Saatchi in New York, the campaign focuses entirely on London as a destination, and highlights an authentic London experience that only a "local" like British Airways can provide. The three television commercials were developed to promote British Airways' unbeatable sale prices while using humor to highlight real London sites and attractions. The campaign line, "Go with those who know" reinforces that British Airways is the airline that can deliver this promise of the "real London experience." The coordinating print and online advertising deliver a similar message with clever use of well-known iconic British imagery.  The ads were directed by Sam Cadman who got his start in 1997 when British TV's Channel 4 commissioned his series idea, "Trigger Happy TV"; this popular British hidden camera TV show featured high profile, unsuspecting Londoners facing unusual pranks. He then went on to direct Nike commercials for Weiden & Kennedy, as well as many European commercials.  "Sam's comedic style and our actor's take on a 'clueless American TV anchorman' are perfectly suited to these brilliant commercials from M&C Saatchi," noted O'Kane... 

FastChannel CreativeChannel News, Sep. 13, 2004
One Year Later
Award-winning Tool of North America director Tom Routson began 2004 by directing three hilarious "mockumentary" spots helping Bud Light and ESPN celebrate top sports fans in honor of ESPN's 25th anniversary for DDB Chicago. He followed that with another humorous entry, this time for TBWA/Chiat/Day in Los Angeles for their unfolding high-profile, "engine-personifying," cross-media campaign for Pennzoil. A long-running dialogue between Tool and Crispin, Porter & Bogusky regarding Routson has finally struck gold with a set of Ad Council anti-smoking PSAs set to debut soon. Other new work includes spots for BBDO New York for Visa, BBDO Minneapolis for Spam, and a new Hyundai spot for The Richards Group in Dallas. 

FastChannel CreativeChannel Newsletter, Sep. 14, 2004
Member News From Around the World
Director Francois Vogel collaborated with the creative team at Goodby, Silverstein & Partners for HP's Digital Imaging division.  The spot, Picture Book, reaches out to viewers who embrace photography by presenting masterful motion cinematography documenting a number of visually striking scenes.  Claude Letessier and Deanne Mehling were on hand to executive produce.  Switching gears and product, Tom Routson recently directed a humorous spot for Spam Singles via BBDO/Minneapolis.  Other Tool talents included executive producer Jennifer Siegel & producer Denise Rocchietti. 

SHOOT, Sept. 10, 2004
Tool Of North America Races DHL
PRODUCTION CO.:  Tool of North America, Santa Monica.  Erich Joiner, director; Mark Plummer, DP; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Joby Ochsner, producer; Jeffrey Beecroft, production designer; Pablo Richards, production supervisor. 

SHOOT, Sept. 10, 2004
Consulate Rides The Bar Car For AT&T
PRODUCTION CO.:  Tool of North America, Santa Monica.  Sean Ehringer, director; Adam Kimmel, DP; Jennifer Siegel, executive producer; Denise Rocchietti, producer.

MediaPost's Out to Launch, Sept. 8, 2004
Tool of North America
...collaborated with DDB Chicago on three mockumentary-style ads for Bud Light and ESPN. The ads celebrate the top sports fans of all time, and are running on ESPN and ESPN2. The ads, entitled, "Smolak," "Sorenson," and "Whipple," feature interviews with sports figures and personal acquaintances, as well as archival footage showing highlights of the subject's life. ESPN on-air talent Trey Wingo introduces each spot. 

FastChannel CreativeChannel Newsletter, Sep. 1, 2004
Member News From Around the World
The launch campaign for Aspen Edge Beer has just taken place!  It's pretty exciting seeing how its part of the biggest launch for Coors in recent years and the good folks over at Deutsch/Los Angeles tapped Erich Joiner to direct.  The spots, Backyard and 19th Hole also included the talents of Tool producer Joby Ochsner and editor Jim Hutchins of Nomad... 

Pluginz.com, Aug. 17, 2004
Facility Spotlight:  Tool of North America
As “Atomik Circus” Premieres in Paris, the Poiraud Brothers join Tool of North America to return to the U.S. Spot Market along with a new spot for HP that showcases their strengths in design and visual effects.

FastChannel CreativeChannel Newsletter, Aug. 17, 2004
Member News From Around the World
And speaking of films...  Brothers Didier & Thierry Poiraud's debut feature Atomik Circus premiered recently in Paris.  (The pair direct U.S.-based projects through Tool of North America under the moniker Paranoid Projects @ Tool.)  Co-written and co-directed by Didier and Thierry, Atomik Circus chronicles a small French village as it prepares for a festival. When their only bar is destroyed and the appearance of an extraterrestrial emerges, it is up to the hero, James Battle, to escape from prison and save the day.  Confused?  Me too!  But you have to admit, it's definitely worth a look...!  Now switching gears: Breaking SBC Communications spots from director/DP Robert Richardson via Merkley and Partners have hit the airwaves.  Getting Ready and Poles relate SBC employee work habits to those of amateur and Olympic athletes.  Rounding it out for Tool were executive producer Jennifer Siegel and producer Gayleen Sharon.  Editor Kirk Baxter was in for Final Cut and composers Jim Campilongo and Andrew Sherman weighed in for Fluid Post. 

SHOOT, Aug. 9, 2004
Advertisers Go For The Gold During Summer Olympics; U.S. Athletes Featured In Several Ads, But Flag-Waving Mostly Avoided
At press time, director Erich Joiner of bicoastal Tool of North America was actually in the midst of shooting five Olympic-themed spots for DHL out of Ogilvy & Mather, New York. Titled "Archery," "Cycling," "Long Jump," "Pole Vault" and "Weight Lifter," each of the :15s touts DHL's role as an official supplier to the U.S. Olympic team.  Joiner's Tool of North America colleague Bob Richardson directed three :30 SBC brand spots via Merkley + Partners, New York. "Getting Ready," "Poles" and "Fast" trace the similarities between athletes and SBC in helping people to connect. Richardson also helmed four Sprint spots through Publicis & Hal Riney, San Francisco. These commercials, titled "Yamaguchi," "Moseley," "Coughlin" and "Finch," feature U.S. Olympic hopefuls using Sprint PCS Picture Mail....

Digital Producer, Aug. 5, 2004
Atomik Circus Premieres in Paris
Brothers Didier and Thierry Poiraud's debut feature film "Atomik Circus" premiered in Paris last week, and leading commercial production company Tool of North America is heralding the directing team's return to the U.S. spot market. Together with François Vogel, the Poiraud brothers direct U.S.-based projects through Tool satellite company Paranoid Projects @ Tool....

AdCritic.com, Aug. 4, 2004
The Latest:  Hewlett-Packard: Into the Printer
HP's printer technology comes to life.  Agency: Goodby, Silverstein & Partners - San Francisco; Creative Directors:  Rich Silverstein, Steve Simpson, John Norman; Copywriter: John Knecht; Art Director: Antonio Navas; Agency Producer: Barbro Eddy; Production Companies: Paranoid Projects @ Tool; Director: Thierry Poiraud; Director of Photography: Adam Kimmel; Editorial Company: Chrome - Santa Monica; Editor: Hal Honigsberg.

shots, Aug. 4, 2004
NEWS IN BRIEF:  Poiraud Bros return to ads
French brothers Didier and Thierry Poiraud are now back in the market for making ads, following the premiere of their feature film, Atomik Circus, in Paris. The brothers shoot individually and as a duo for the US ad market through Tool of North America's satellite company Paranoid Projects @ Tool. More info on Atomik Circus can be found at http://www.atomikcircus.com.

The Animation Flash E-mail Newsletter, Aug. 3, 2004
HP PRINTING DIVISION SHOWCASES VFX STRENGTHS OF POIRAUD
French brothers Didier and Thierry Poiraud have returned to the U.S. commercial market after releasing their feature debut, ATOMIK CIRCUS, in Paris last week. With leading commercial production company Tool of North America, the brothers co-directed a spot for HP's Printing division, PRINTER, which has been airing in key markets in Western Europe since June. Together with François Vogel, the Poiraud brothers direct U.S.-based projects through Tool satellite company Paranoid
Projects @ Tool.... 

FastChannel CreativeChannel Newsletter, Aug. 3, 2004
Member News From Around the World
Three breaking spots from DHL via Ogilvy & Mather/New York has kept talented Tool director Erich Joiner busy.  The ads, Cargo Train, The Race and Vacation reinforce the message that DHL, over the competition, "Moves the World."  Rounding it out for Tool were executive producer Jennifer Siegel and producer Joby Ochsner with visual effects provided by the Mill of New York.  And on a DHL side note, Joiner is currently shooting another set of five spots - all with Olympic themes.  Be on the lookout! 

Skwigly.co.uk, Aug. 2, 2004
"Atomik Circus" premieres in Paris, Poiraud brothers return to U.S. spot market; First New U.S. Spot for HP Printing Division Showcases Strengths of Thierry Poiraud in Design and Visual Effects
In late March, Thierry Poiraud took some time during post on “Atomik Circus” to respond to a set of commercial storyboards from the creatives at Goodby Silverstein & Partners for HP’s Printer division. Thierry directed the design- and visual effects-intensive spot entitled “Printer” – which debuted in key European markets over the past month – through Paranoid Projects @ Tool.  This new spot, together with other commercials Poiraud has directed (including a recent spot for BNP Bank from Euro RSCG in Paris and past work for Airbus, Mastercard, Volkswagen, Orangina, Hollywood Gum, Mercedes and Reebok), showcases a phenomenal talent in combining live-action with visual effects. “A lot of people think of Poiraud as being effects-driven, and while they do have a very strong aptitude and ability in effects, they're not looking strictly to do effects-based work,” Detchmendy clarified. “They’re these incredibly inventive people, and to them, the story and the characters are critically important in the work.”

'Boards Online, July 30, 2004
Campaigns: HP gets tricky with color
THIS AIN'T YOUR MOTHER'S DOT-MATRIX> HP again uses visual trickery to illustrate the science behind its color printers, which boast "36,000 drops of color through nozzles 1/3 the size of a human hair every second." Images move back and forth in sync with bubbly printer-like sounds. With each pass missing parts of the frame - such as clothing or limbs on passersby, furniture and backgrounds - appear until all the vibrant colors are present. Text scrolls along buildings in time with the printer's pass and fragmented images build a final picture. Directed by Thierry Poiraud through Tool of North America.  View the spots...

VFXWorld.com, July 30, 2004
HP Printing Division Showcases VFX Strengths of Poiraud
French brothers Didier and Thierry Poiraud have returned to the U.S. commercial market after releasing their feature debut, ATOMIK CIRCUS, in Paris last week. With leading commercial production company Tool of North America, Thierry Poiraud directed a spot for HP’s Printing division, PRINTER, which has been airing in key markets in Western Europe since June. Together with François Vogel, the Poiraud brothers direct U.S.-based projects through Tool satellite company Paranoid Projects @ Tool....

'Boards Online, July 22, 2004
Campaigns: DHL takes on the big guns
DHL BRAND X'S THE OTHERS> A $150 million DHL campaign from Ogilvy & Mather, shows courier DHL taking on (and beating) its main competitors FedEd and UPS. Taking on the big boys of the delivery game is a tall order but the spots rise to the challenge. Two of them, "Cargo Train" and "The Race", show FedEx and UPS guys racing to beat the other only to find DHL has trumped them both without any effort at all. "Vacation" shows a FedEx guy being tormented on holiday by the ubiquitous presence of DHL vehicles and employees. All three spots were directed by Tool of North America director Erich Joiner.  View the spots...

AdCritic.com, July 19, 2004
The Latest:  IKEA Swapping
An indecent proposal?  Agency:  Crispin Porter + Bogusky - Miami; Executive Creative Director: Alex Bogusky; Creative Director: Paul Keister; Associate Creative Director: Steve O'Connell; Copywriter: Franklin Tipton; Art Director: Geordie Stephens; Agency Producer: Jessica Dierauer; Production Company: Tool of North America - Santa Monica; Director: Sam Cadman.

SHOOT, July 19, 2004
AudioEngine Cruises Along For Bay Area M-B Dealers
PRODUCTION CO.:  Tool of North America, Santa Monica.  Erich Joiner, director; Mark Plummer, DP; Jennifer Siegel, executive producer; Jeff Tanner, producer.

FastChannel CreativeChannel Newsletter, July 7, 2004
Member News From Around the World
Okay, it works like this.  Take Tool of North America, add director Tom Routson, DDB Chicago, Bud Lite and ESPN - and voila! - a package of spots that celebrate the top 25 fans of all time.  The campaign's three mockumentary-style commercials entitled Smolak, Sorenson and Whipple, feature interviews with sports figures and personal acquaintances as well as archival footage showing highlights of the fan's life.  ESPN on-air talent Trey Wingo introduces each commercial.  You know, nothing better than those 15-minutes of fame - or in this case, :60-seconds... 

Design In Motion, July 6, 2004
Tool, Digital Domain Deliver Pennzoil 'Rejection'
Director Tom Routson of commercial production company Tool of North America finished a national broadcast spot for Pennzoil via TBWA\Chiat\Day Los Angeles. The colorful spot, the :30 "Rejection," debuted on June 1.  Continuing in its engine-personifying cross-platform campaign that uses humor to build Pennzoil into an iconic brand, this spot combines Routson's directorial talents with animation and visual effects from Digital Domain to tell the story of a man who puts generic motor oil into his car's engine, which then jumps out of the car, approaches the man and spits the oil all over his shoes....

Creativity, June, 2004
SPECIAL REPORT: Top 25 Directors; Creativity's annual accounting of the best directors in the business
THE ALL-STARS:  The Go-to Guys:  Erich Joiner, Tool. 

Creativity, June, 2004
Alcoholic Beverages Showcase:  Miller Stands One Up
Client:  Miller Lite; Agency:  Ogilvy & Mather/NY; Director:  Erich Joiner/Tool of North America.

'Boards Online, June 29, 2004
Screening Room:  Pennzoil "Rejection"
A car engine shows its displeasure at receiving inferior grade refreshments.  Production Company: Tool of North America; Director: Tom Routson; DP: Dan Mindel; Managing director: Phillip Detchmendy; Executive producer: Jennifer Siegel; Head of production: Amy DeLossa; Producer: Denise Rocchietti.

Digital Producer, June 18, 2004
Tool's Tom Routson Directs Bud Light/ESPN Spot
Tool of North America today announced details of award-winning director Tom Routson’s latest project work, a series of spots for Bud Light and ESPN celebrating the top sports fans of all time.  The campaign was conceived by DDB Chicago and debuted on both ESPN and ESPN2 yesterday.... 

Hollywood Industry, June 18, 2004
Tool's Tom Routson Directs Bud Light/ESPN Spot
The campaign’s three mockumentary-style commercials are entitled “Smolak,” “Sorenson” and “Whipple,” and each spot features interviews with sports figures and personal acquaintances, as well as archival footage showing highlights of the subject’s life.  ESPN on-air talent Trey Wingo introduces each spot.  “The idea of the campaign was for Bud Light to honor ESPN’s 25th anniversary by saluting sports fans around the country,” said Sean Bryan, DDB’s campaign creative director/copywriter.  “We wanted to celebrate their insane behavior, questionable priorities and maniacal determination."  Director Tom Routson captured his footage on 16mm and Super 8 film, at times pushing the f-stop on the 16mm to get an archival feel.

Pluginz.com, June 17, 2004
Tool's Tom Routson Directs Bud Light/ESPN Spot
Tool of North America today announced details of award-winning director Tom Routson’s latest project work, a series of spots for Bud Light and ESPN celebrating the top sports fans of all time.  The campaign was conceived by DDB Chicago and debuted on both ESPN and ESPN2 yesterday.  The campaign’s three mockumentary-style commercials are entitled “Smolak,” “Sorenson” and “Whipple,” and each spot features interviews with sports figures and personal acquaintances, as well as archival footage showing highlights of the subject’s life.  ESPN on-air talent Trey Wingo introduces each spot..... 

FastChannel CreativeChannel Newsletter, June 16, 2004
Member News From Around the World
Continuing in its engine-personifying cross-platform campaign that uses humor to build Penzoil into an iconic brand, TBWA/Chiat/Day's spot Rejection infuses Tom Routson's directorial skills to tell the story of a man who puts generic motor oil into his car's engine - only to suffer the consequences.  Jennifer Siegel executive produced and Denise Rocchietti produced for Tool.  The Whitehouse lent the editorial talents of Livio Sanchez while Elias Arts weighed in with composer David Wittman. 
AdCritic.com, June 14, 2004
Tequila/L.A. Pushes the Superstitial for PS2's Syphon Filter 
...Like the game's broadcast spots, the superstitial is presented as a rogue signal relaying vital intelligence to the user, including a summary of the game's back-story and a preview of its weaponry. Original footage, including some of a command center operative whi briefs the user on the mission, was shot by Tool's Erich Joiner, who also directed the TV campaign. "We immediately saw the potential of what we could do when we found out that 2MB formats were now available to us," says Tequila's Amato. "It's definitely pushing the boundaries of what the superstitial is." 

CGChannel.com, June 14, 2004
PENNZOIL-LOVING ENGINE GETS CRUDE IN NEW BROADCAST SPOT FROM AWARD-WINNING TOOL DIRECTOR TOM ROUTSON
Leading commercial production company Tool of North America today announced details of award- winning director Tom Routson’s latest project work, a national broadcast spot for Pennzoil via TBWA\Chiat\Day Los Angeles.  The colorful spot is entitled "Rejection," and debuted on June 1.... 

Pluginz.com, June 14, 2004
Pennzoil-loving Engine Gets Crude in New Broadcast Spot
Director Tom Routson - whose spots for Pohjola Insurance and Milkybar Munchies were honored as part of the 2003 AICP Show - was attracted to the spot's humor and edge.  His favorite moment in the spot?  "The guy's reaction at the end... like he's a stunned mouse in a Dixie Cup.".... 

Digital Producer, June 11, 2004
Pennzoil-loving Engine Gets Crude in New Broadcast Spot
Leading commercial production company Tool of North America today announced details of award- winning director Tom Routson's latest project work, a national broadcast spot for Pennzoil via TBWA\Chiat\Day Los Angeles. The colorful spot is entitled "Rejection," and debuted on June 1....

Film&Video Magazine, June 11, 2004
Pennzoil-loving Engine Gets Crude in New Broadcast Spot
Leading commercial production company Tool of North America today announced details of award- winning director Tom Routson's latest project work, a national broadcast spot for Pennzoil via TBWA\Chiat\Day Los Angeles. The colorful spot is entitled "Rejection," and debuted on June 1.  Continuing in its engine-personifying cross-platform campaign that uses humor to build Pennzoil into an iconic brand, this spot combines Routson's directorial talents with animation and visual effects from Digital Domain, telling the story of a man who puts generic motor oil into his car's engine, which then jumps out of the car, approaches the man and spits the oil all over his shoes.  TBWA\Chiat\Day's project creative team includes executive creative director Rob Schwartz, creative director/ copywriter Gary Pascoe and creative director/art director John Payne....

SHOOT, June 4, 2004
Consulate Has All Their Bars With AT&T
PRODUCTION CO.:  Tool of North America, Santa Monica.  Sean Ehringer, director; Adam Kimmel, DP; Jennifer Siegel, executive producer; Denise Rocchietti, producer. Shot on location in Long Beach, Calif. 

SHOOT, June 4, 2004
Tool Plays MVP Baseball For EA Sports
PRODUCTION CO.:  Tool of North America, bicoastal.  Erich Joiner, director; Mark Plummer, DP; Phillip Detchmendy, managing director; Jennifer Siegel, executive producer; Amy DeLossa, head of production; Jeff Tanner, producer; Craig Repass, production supervisor. Shot on location in Miami. 

FastChannel CreativeChannel Newsletter, June 2, 2004
Member News From Around the World
New work for Sony PlayStation2 out of TBWA/Chiat/Day is featuring the directorial talents of Erich Joiner.  The first spot for the game Syphon Filter: The Omega Strain is entitled Politician - looking every bit like a run-of-the-mill political ad... well almost.  Others weighing in for Tool were executive producer Jennifer Siegel and producer Jeff Tanner. 

'Boards Online, May 28, 2004
Campaigns: Political PlayStation
PARTY POLITICAL PLAYSTATION> We interrupt this party political broadcast to bring you... a PS2 commercial. A bland politician's message gets hijacked by Darth Vader-like voice that invades his body and informs viewers: "You've been selected to join our agency as a remote operative," then incites them to download the game. The product: Syphon Filter. The agency: TBWA\Chiat\Day. Slick direction by Tool's Eric Joiner.

AdCritic / CREATIVITY E-mail, May 27, 2004
PS2 Interrupts Regularly Scheduled Programming
We were startled the first time we saw the new campaign from TBWA/Chiat/Day/L.A. for PS2's Siphon Filter. Two spots -- directed by Tool's Erich Joiner -- start out as perfect facsimiles of a newscast and a political ad, respectively. After a few seconds, however, they morph into Mission Impossible-style messages inviting the viewer to join some secret agency as a remote operative. The commercials are actually kind of chilling, and are certainly the most clutter-busting spots we've seen since Orkin ran a roach across our TV screen.... 

SHOOT, May 21, 2004
Tool Of North America Impresses For Bud Light
PRODUCTION CO.:  Tool of North America, bicoastal.  Sean Ehringer, director; Marc Laliberte-Else, DP; Phillip Detchmendy and Jennifer Siegel, executive producers; Shannon Barnes, producer; Jason Edmonds, production designer; Eric Wilson, production manager. Shot on location in Toronto. 

AdCritic / CREATIVITY E-mail, May 19, 2004
Lost Planet's Corwin Tops AICE Awards
Lost Planet's Hank Corwin received triple honors for his work on the lauded HP campaign at the third annual Association of Independent Creative Editors (AICE) Awards, held last week in Chicago. Corwin won in the Graphics category for the HP "Anthem" spot, directed by @radical.media's Ralf Schmerberg, and in the Montage and Visual Effects categories for HP's "You," directed by Francois Vogel of Tool.... 

SHOOT, May 14, 2004
Tool Of North America Sings With Dolly For CMT
PRODUCTION CO.:  Tool of North America, Santa Monica.  Sean Ehringer, director; Joe DeSalvo, DP; Jennifer Siegel, executive producer; Jeff Tanner, producer. Shot on location in Nashville. 

SHOOT, May 7, 2004
Corwin, Franklin Top AICE Award Noms
Editors Hank Corwin of bicoastal Lost Planet and Chris Franklin of Big Sky Editorial, New York, top the field of finalists for the Association of Independent Creative Editors (AICE) Awards. Winners will be announced and honored during a gala awards ceremony set for May 13 at Soldier Field, Chicago.  Spots cut by Corwin received a total of six finalist nominations, followed by five for Franklin-edited fare. All but one of Corwin's nominations came on the strength of work he did on Hewlett-Packard commercials, out of Goodby, Silverstein & Partners (GS&P), San Francisco.  The Corwin-edited Hewlett-Packard commercial, "You," was nominated in both the montage and visual effects categories. Francois Vogel directed via bicoastal Tool of North America.... 

FastChannel CreativeChannel Newsletter, May 7, 2004
Member News From Around the World
Robert Richardson has just returned to the commercial world after wrapping principal photography on Martin Scorsese's upcoming The Aviator and both volumes of Quentin Tarantino's Kill Bill.  The first of a three-spot campaign directed and photographed by Richardson for SBC Communications via Merkley + Partners is airing currently - Are We There Yet - with the other spots breaking soon.... 

SHOOT, Apr. 30, 2004
Business Revival:  The spot climate continues to improve on the Left Coast
Down in San Francisco, Retina, a telecine/finishing house, reports an increase in recent business. Recent Retina spot jobs include CMT's "9 to 5," helmed by Sean Ehringer of bicoastal Tool of North America through See Advertising, San Francisco. 

The Mill, Apr. 28, 2004
Mill NY Goes Cross Country with SBC
Director Bob Richardson, DP for ‘Kill Bill’, ‘Casino’ and ‘Platoon’ amongst others, artistically frames moments of Americana to create a series of ads for SBC that celebrate America’s love affair with the small screen and all things technological. This triptych is finished off with steely voice-over from Mr Cool America himself, Tommy Lee Jones.  Prod Co: Tool of North America.... 

Adweek, Apr. 26, 2004
Best Spots of March:  Bud Light "Whipple"
Bud Light teams up with ESPN to name the top 25 greatest fans of all time. Earl Whipple enters the list as No. 11. Who is Mr. Whipple? According to those interviewed, he invented the swirly towel, the foam finger and taking off your shirt in the January cold. Production Company:  Tool of North America; Director:  Tom Routson; Director of Photography:  Adam Beckman. 

Adweek, Apr. 26, 2004
Best Spots of March:  Miller Lite "Bartender"
A man walks into a party and elicits the following questions from his friends: "New tie?" "Waxed your back?" "Take care of that rash?" "Going commando?" Do these people have no boundaries? Turns out, our hero didn't see his doctor. Rather, he saw his bartender who advised him to try Miller Lite. This is a fun parody of erectile dysfunction spots.  Production Company:  Tool of North America; Director:  Erich Joiner; Director of Photography:  Harris Savides. 

Adweek, Apr. 19, 2004
Barbara Lippert's Critique: Clever Car Tricks
Lots of spots are set in offices these days, but that genre (which I've dubbed film beige) tends to make cube life seem so dull and boring that getting fast food for lunch is the high point. (The tedium is the message.) By contrast, this new Toyota commercial immediately sets itself apart. It offers a recognizable figure in the business world that really touches a nerve (if not an entire power plant): the bitchy boss, who happens to be female and middle-aged (double ouchies!)....  Toyota Solara:  Director:  Erich Joiner/Tool of North America. 

FastChannel CreativeChannel Newsletter, Apr. 7, 2004
Member News From Around the World
So anything new over at Tool of North America?  Seems that director Sean Ehringer has been busy with his work on a DDB Bud Light spot entitled Picture Helper plus a fun seven-spot campaign (9-5, Chitlins, Goat, RSVP, Tourbus, Trophy, Wardrobe) starring Dolly Parton promoting CMT's upcoming Flameworthy Music Video Awards.  Tool's Erich Joiner also just knocked an EA Sports MVP Baseball 2004 spot entitled Hit Anything out of the park for agency See of San Francisco.  Sports fans can also anticipate a new series of spots from Tom Routson featuring Bud Light and ESPN as they celebrate the 25 greatest fans of all time.  We can't wait! 

Digital Producer, Apr. 2, 2004
Ascent Media Helps Y&R, Sony make 24p HD Dreams Come True
Now in its third year, the Dreams series, jointly sponsored by Y&R and Sony, is a collection of ten short films by leading commercial directors. Each film explores the theme of “Magic.” The directors of the films include David Cornell (Headquarters), Stacy Wall (Epoch Films), Tim Godsall (Biscuit Filmworks), Matthias Hoene (Partizan), Erich Joiner (Tool of North America), Hype Williams (RSA USA), Erick Ifergan (Believe Media), Jonathan Darby (Original Film), Elma Garcia (Morton Jankel Zander) and Dante Ariola (Morton Jankel Zander).... 

SHOOT, Apr. 2, 2004
A Last Bit Of Sony Hi-Def "Magic":  Directors Joiner And Hoene Assess Their 24p "Dreams" Experience
LOS ANGELES - "Dreams" 2004 made its West Coast debut last week at the Directors Guild of America Theatre in Los Angeles. The "Magic"-themed shorts were produced by Young & Rubicam (Y&R), New York, and Sony Electronics' Broadcast and Production Systems Division, headquartered in Park Ridge, N.J. They will next be screened in the Sony booth at the upcoming National Association of Broadcasters (NAB) convention, April 18-23, in Las Vegas, and this spring at the Cannes International Advertising Festival. There are also plans to air some of the shorts on HDNET, according to "Dreams" executive producer Ken Yagoda, who is Y&R's managing partner/head of broadcast production.  For directors Erich Joiner of bicoastal Tool of North America and Matthias Hoene of bicoastal/ international Partizan, the shorts represented their first experience with Sony's Cine Alta F-900 24p digital cameras. The cameras were used to lens all of the shorts in order to expose more commercialmakers to digital production tools.  Cinematographer Mark Plummer shot Joiner's Breakfast, which was penned by Craig Joiner, the director's brother. The short slowly reveals a story of a little girl preparing breakfast in the kitchen for herself and her dog. Breakfast was lensed on location in a Los Angeles residence. "I chose the location [because of its size] and because I wanted to keep to longer lenses," Joiner explained. "The camera has so much depth of field. When you use longer lenses, it has less depth of field and looks a little less like video. … I also needed a kitchen with windows in order to have the light spilling on the dog.  What took Mark and I awhile to get around is that the medium still doesn't have the latitude that film has," Joiner continued. "We tried to control it, so we asked for a vectorscope and waveform monitor. We didn't want to blow out the whites."  All of the extra equipment was moved out of sight from the child actress and connected to the camera via cables. "I was dealing with a young actress, so I wanted the technology away," Joiner explained. "Actresses at five years old get distracted. I wanted to be able to talk to her in a calm, low tone about her performance."  That setup took longer than Joiner expected, but in the end he was satisfied. He said he would use the Sony camera again if he wanted a video look. "I would never use it to try to get a film look," he commented. "In the transfer, we decided to embrace the video at its best and not make it look like film. After looking at dailies, I saw how sharp everything could be.".... 

'Boards Online, Mar. 26, 2004
Boards' view on the commercial world this week:  FAN-TACTIC
DDB swings into high gear for Bud Light as the prolific beer giant and ESPN jointly salute the 25 greatest fans of all time in a funny three-spot mockumentary campaign. One overzealous sports aficionado gets credit for inventing the swirly towel and that giant foam finger. Another lines up for tickets four months early, undeterred by snow, bricks, mortar, divorce, unemployment, and finger loss. Our third hero is lauded as being "much more than a heckler". According to "sources", he's "a poet" and, what's more, "a psychological warrior". Directed by Tom Routson of Tool. Spot-on casting of sports managers and crazed fans alike.

'Boards Online, Mar. 26, 2004
Boards' view on the commercial world this week:  WHO NEEDS BUDS LIKE THIS?
You can't help but smile at Bud Light's "Picture Helper" (DDB, Chicago) directed by Tool of North America's Sean Ehringer, in which a goofy guy fancying himself super-smooth gets helps two cute chicks fix up their new apartment. You know it's asking for trouble when one of the girls asks, "Are you sure you know what you're doing?" Sure enough, he gingerly taps a nail into the wall and - whoosh! - a torrent of water gushes out at the speed of light, ejecting him forcibly across the room. Nice effect by FX house Crush. 

'Boards Online, Mar. 26, 2004
Screening Room:  Bud Light
A Bud Light bribe persuades a helpful tenant to lend a hand and hammer to his new neighbours. Production Company: Tool of North America; Director: Sean Ehringer; Executive Producers: Phillip Detchmendy, Jennifer Siegel; Director of Photography: Marc Laliberte-Else; Production Designer: Jason Edmonds; Producer: Shannon Barnes; Production Manager: Eric Wilson. 

Adweek, Mar. 16, 2004
Directors Make 'Magic' in Dreams 2004
NEW YORK Ten directors displayed their take on the theme "Magic" in short films ranging from dark comedy to mystical fantasies at Young & Rubicam's Sony Dreams 2004 showcase here on Monday.... Other directors with shorts in the program included Tool of North America's Erich Joiner, whose short showed a little girl fixing breakfast for a seemingly lifeless pet dog.  All films were shot with Sony's high-definition 24P CineAlta digital cameras.  This is the third year of the series. Previous themes included "Dreams" and "Joy." 

SHOOT, Mar. 26, 2004
DeVito/Verdi Wins Best Of Show At New York ADDYs; Governor's Awards Presented To Two Agencies, BBDO And Lowe
...Miller Lite's "Holyfield," directed by Erich Joiner of bicoastal Tool of North America, won gold in the consumer products/alcoholic beverages category for O&M.... 

SHOOT, Mar. 26, 2004
SPECIAL REPORT: DIRECTORS_ Francois Vogel
The song was familiar to those of us who listened to alternative radio during the late 1980s. The images that accompany the music, and the director behind them, were not. Hewlett-Packard (HP)'s "You," featuring The Cure song "Pictures of You," was director Francois Vogel's first American commercial.  A photographer and graphic artist-turned-director, Vogel's helming experience prior to the HP project—which promotes the company's digital imaging products, and was created by Goodby, Silverstein & Partners (GS&P), San Francisco—was largely comprised of abstract short films that received some exposure in film festivals. Though Vogel has had commercial representation for four years in Europe via Paris-based Entropie (and stateside representation via bicoastal Tool of North America for the past year and a half), his only other commercial endeavor was a series of promos for Zurich Insurance's sponsorship of Britain's rugby championships on the U.K.'s Sky Channel.... 

SHOOT, Mar. 26, 2004
Post/VFX, music/sound design and equipment briefs
The :30 Toyota Camry "Trust" ad, created by Atlanta agency WestWayne, features a dad and his teenage son sitting in a driveway in the father's new Toyota Camry. The father apologizes to his son after accusing him of driving the vehicle without his consent. The truth unfolds, however, when dad turns on the radio and a heavy metal track comes on. Tom Routson directed for bicoastal Tool of North America. 

AdCritic / CREATIVITY E-mail, Mar. 24, 2004
BREAKING:  Bud's Real Fans of Genius
In honor of ESPN's 25th anniversary, Bud Light has produced a tongue-in-cheek tribute to the "25 Greatest Fans in Sports." In three new spots from DDB/Chicago, we see shades of the "Real Men of Genius" campaign as we meet men like Earl Whipple, the first man to take his shirt off at a football game; Mark Smolak, who lost everything waiting in line for tickets; and Marty Sorensen, a "psychological warrior" with a touch of the psycho. The package was directed by Tom Routson of Tool of North America. 

Interior Design, Feb., 2004
What lies beneath; Something isn't quite as it seems at Tool's commercial-production site in Los Angeles
Got milk? How about Yahoo! or Miller Lite? If you do, chances are that TV commercials influenced your decision. All those commercials, some of the wryest ever to hit the small screen, are the output of Tool of North America, a production company in Los Angeles. Off-camera work for those award-winning campaigns took place in equally edgy Santa Monica environs—designed by director Erich Joiner, the company founder. Fun and functionality, the workplace's vibes, echo the ethos of Tool. Commercial production is a multiphase, collaborative endeavor in which staff and freelancers juggle casting calls, storyboards, location scouting, editing, and budgeting. Not only members of the production crew but also representatives from the advertising agency and the client company can be on-site at any given time. Therefore, accommodating sheer numbers (up to 80) became a prime program consideration, as was fostering interaction. The setup works like Tool works.... 

CREATIVITY, Sept., 2003
SPECIAL REPORT: Top U.S. Production Companies
Tool Of North America, Los Angeles and New York.  Founded: 1995
Principals: Erich Joiner, President/Director; Phillip Detchmendy, Managing Director; Jennifer Siegel, Executive Producer; Amy Delossa, Head of Production.  Roster: Erich Joiner, Tom Routson, Sean Ehringer, Robert Richardson, ASC, Craig Champion, Jonnie Ross, Poiraud, Francois Vogel, Clint Clemens.  Advertising this year wouldn’t have been half as exciting without Erich Joiner’s Miller beer and babes revival that inspired both rants and raves. Joiner also knocked more than just socks off in other spots featuring Evander Holyfield, as well as in offbeat testimonials for the Newport Beach Film Festival. Tom Routson, who earned AICP kudos for both humor and talent/performance was as sharp as ever on Earthlink, T-Mobile, and Heineken. Tool recently signed Sam Cadman, one of the creators of Trigger Happy TV, and balanced its comedic edge with French masters Poiraud, who return to spots after completing their wacky sci-fi feature The Return of James Bataille.... 

AdCritic / CREATIVITY E-mail, Oct. 3, 2003
Goodby Taps Stylist Vogel for H-P
It's a good time to be a visual stylist from Europe, it seems. In the last month alone, we've seen U.S. spot debuts from Olivier Gondry, Swedish collective StyleWar, and now French experimentalist Francois Vogel enters the fray with his first commercial for the American market.  Best known for his video for Peter Gabriel's "Growing Up," Vogel -- like the brothers Gondry -- specializes in mixing live action with effects. His U.S. debut for Goodby, Silverstein & Partners and Hewlett-Packard makes use of a technique he previously used in a video for French deejay Jean-Philippe Verdin (aka Readymade FC), in which video footage appears chopped, like a cubist painting, into photograph-like planes. In the context of Goodby's increasingly stylized efforts for H-P, that look is put to good use in promoting digital photography, as we see the world turn to photographs -- and back again -- to the aptly chosen Cure track "Pictures of You." Vogel shot the job via Tool of North America, which represents his homebase, Entropie Films, in the U.S. Credit goes to Santa Monica's Method for the spot's visual effects. 

FastChannel CreativeChannel News, Oct. 1, 2003
Comedic Genius...?
The commercial’s protagonist is a rock star nightmare and it is in fact entitled Rock Star. The spot, which examines "the world of ‘70s Rock-God excess" with brilliant hilarity, was one of two AICP wins for Tool of North America’s Tom Routson this year, The message: "You have a mission to live," is brought to you by...an insurance company! "We had such a blast on that project," laughs Routson recalling the shoot for country Pohjola Insurance. "I was pretty much given carte blanche by the agency to write a treatment for their concept. They actually bought the rights to the Uriah Heep song, ‘Easy Livin.’ I was given so much freedom I kept expecting them to say ‘we’re only kidding, you can’t really do that,’ but every time I suggested or did something, they gave a thumbs-up sign. It was amazing.".... 

AdCritic / CREATIVITY E-mail, Aug. 11, 2003
Cadman Signs with TOOL for U.S. Representation
British director Sam Cadman -- who is represented in the U.K. by Rogue -- has signed with Tool of North America for spot representation in the U.S. and Canada....