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Get ready for commercials directed by Guillermo del Toro.
The filmmaker has joined commercial and music video production house Motion Theory, whose directors include Mathew Cullen, Grady Hall, Jesus de Francisco, Mark Kudsi, Kaan Atilla, Chris Riehl, Syyn Labs and Christopher Leone.
The move to the ad world was likely inevitable as Cullen and Motion Theory exec Javier Jimenez are partners with del Toro in the filmmaker’s transmedia venture Mirada, a company that aims to be a space for he and other filmmakers to incubate and launch projects for a broad spectrum of disciplines.
Mirada launched in early December with Guillermo Navarro, del Toro’s longtime cinematographer, also a partner.
In a statement, del Toro said, “When we were laying the groundwork for Mirada in late 2009, it was always with the intent that I would eventually explore the storytelling medium of the commercial. I’m passionate about transmedia and have dedicated myself to becoming fluent in the language of videogames, book publishing and animation, and advertising is an extension of this narrative field. I am also dedicated to nurturing up-and-coming filmmakers, so in addition to taking on commercial projects, I look forward to providing creative mentorship to current and future Motion Theory directors.”
Ten-year old Motion Theory, recently made spots for Absolut (“Absolut Night,” directed by Mark Kudsi), Audi (“Footsteps,” directed by Cullen), and Target spots directed by Chris Riehl.
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