SHOOT (June 21, 2002; p.1)
RSA SIGNS DIRECTORS SONZERO AND WILLIAMS
Robert Goidrich
LOS ANGELES--On the heels of adding helmers Erick Ifergan and Darius Khondji
(SHOOT, 6/14, p. 1), bicoastal RSA USA and London-based RSA Films have entered
into agreements with directors Jim Sonzero and Hype Williams.
Sonzero comes over from bicoastal Venus Entertainment, a satellite of HSI
Productions. He will be represented by RSA for commercials worldwide (except in
Canada, where he continues to maintain spot representation via Radke Films,
Toronto), and by bicoastal/international Black Dog Films (RSA's music video
operation) for music clips. RSA will also handle Williams globally for
commercials and special projects, with Black Dog serving as his music video
home. Additionally, Williams' production company, Naa'ila Entertainment, will
work closely with Scott Free--Ridley and Tony Scott's theatrical feature and
television arm--to develop film and TV projects.
The move to RSA also encompasses short- and longform for Sonzero--while marking
his return to the company, which he departed nine years ago to form now defunct
Sonzero Pugliese Associates (SHOOT, 7/23/93, p. 1). In 1996, he joined the newly
formed Venus, becoming part of the HSI Productions' family under the aegis of
president Stayros Merjos. Sonzero described bicoastal HSI as "a tough place to
leave. Stavros and the people there did a lot to help advance my career."
However, Sonzero related, he decided to change roosts for varied reasons.
"Sometimes you get the feeling that you have to make a change--and to change the
lineup of people around you in order to open up new possibilities," said
Sonzero. "The prospects of being able to work with Tony and Ridley Scott,
probably the most talented, prolific filmmakers in the business, represents a
wonderful opportunity."
Sonzero added that RSA is an ideal roost in which to realize his feature
aspirations. He plans to work closely with Scott Free. Sonzero caught the
feature bug in '99 based on his experience directing War of the Angels, a Venus
Entertainment short, which was successful on the festival circuit;
Also drawing Sonzero to RSA was the chance to again team with RSA USA managing
director Jules Daly. During his first tour of duty at RSA, Sonzero collaborated
with Daly, who line produced several spots for him. "I've known Jules for
years," said Sonzero, "and she has helped build a great support structure for
commercialmaking at RSA." The director added that RSA Films will give him
"exposure in the European agency market," which could translate into "exciting
creative opportunities."
Sonzero's recent ad endeavors include "X-Ray Vision," a :30 for Levi's Dockers
Mobile Pants, out of FCB San Francisco; the currently running Bacardi Silver
campaign for agency Momentum, St. Louis; Miller Lite's "Moving In" for Don
Coleman Advertising, Southfield, Mich.; and L'Oreal spots, out of McCann-
Erickson, New York, and Publicis New York.
At press time, Sonzero was wrapping some prior Venus/HSI commitments, including
jobs for Maybelline and L'Oreal. Over the years, he has helmed commercials for
such clients as Ford, Pepsi, GMS, Reebok and Verizon.
Daly noted that Sonzero also brings agency creative experience and sensibilities
to commercialmaking. He began in the industry as an art director at a pair of
Chicago ad agencies: first for a year at Foote, Cone & Belding (FCB), then for
three years at DDB Needham Worldwide (now DDB). While on the agency side, he
directed a spec piece that elicited positive response from Chicago department
store Marshall Field's, which in turn awarded him a real-world spot. That
commercial was produced through Dalton Fenske, Toronto, and wound up winning a
Gold ADDY Award. Sonzero then became a director at Dalton Fenske. This was
followed by stays at Jennie & Co, which has since closed, and then bicoastal The
Artists Company and RSA USA. Initially perhaps best known for his fashion and
style sensibilities, Sonzero has since diversified into storytelling fare, as
well as dialogue and humor.
The aforementioned War of the Angels underscores the pushing-the-envelope scope
of Sonzero's work. Set during the tail end of World War II in an Austrian
farmhouse, the film relates the story of a Nazi youth who undergoes a painful
right of moral passage. The short illustrates the loss of innocence and the
horrors experienced by children caught up in war. In addition to directing,
Sonzero penned the story and screenplay. He currently has a three-picture deal
with Dimension Films, a division of Miramax.
HYPE
Hype Williams has attained icon status in the music video discipline, with clips
for such artists as Janet Jackson, No Doubt, Jay-Z, Will Smith, Ja Rule, Busta
Rhymes, P. Diddy, Missy Elliot, Aaliyah, TLC, the Notorious B.I.G., 2Pac and
Shelby Lynne. The director has become known for crafting film that connects with
the MTV generation, a coveted ad industry demographic. He is often cited as
being the director most responsible for helping to make hip-hop part of
mainstream pop culture. Evidence of that reach and reputation is his being the
only music video helmer to have a compilation DVD of clips released for the home
entertainment market. Hype Williams: The Videos is the first of a planned DVD
series showcasing his music clips career.
At the same time, Williams is no stranger to commercialmaking, much of that
experience coming during his stint in association with HSI from '99 to 2000.
Among Williams' credits are spots for The Gap, Nike, MasterCard and Revlon, and
a Mountain Dew ad featuring Rhymes.
Williams' filmography also includes the movie Belly, and he is slated to direct
Speed Racer, Warner Bros.' live-action feature version of the '60s animation TV
series. The cult-favorite show centers on a young hero with a high-tech, gadget-
laden race car.
A self-described longtime admirer of Ridley and Tony Scott's work, Williams said
he is "honored" to be associated with those two directors. Williams observed
that Naa'ila's coming together with RSA and Scott Free represents an ideal
marriage, teaming the Scotts' established pedigree in commercial and feature
filmmaking with his. affinity for touching and reaching the youth market. "We
have the talent and resources to do convergence marketing at its best," Williams
stated, referring to the creation and production of commercials, new ad forms
and entertainment fare--including features and perhaps branded content--which
will break from the norm. "I was blessed enough to have had a hand in helping to
define music and some gifted artists in popular culture," related Williams, "and
I feel we have the elements in place to help redefine advertising and
entertainment content for the future."
Williams conjectured that the aforementioned Speed Racer might be a vehicle to
showcase new ways in which the feature, music and commercial industries can
interact. "I'd like to see us create a powerful and different kind of
advertising and marketing campaign involving the film," said Williams, who
himself has been branded on the RSA directorial roster as Hype@RSA.
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