The newest addition to the Canadian commercial production scene takes to the dance floor Sept. 1 and is looking to rumba with two or three Canadian directors.

Danza Film Productions is an amalgamation of talent from Amsterdam, London and Los Angeles yoked together by executive producer Robert Dungey.

The company name, ‘danza’ is Spanish for ‘dance’ and is a by-product of the choreography and music backgrounds of the in-house directors, which include l.a.-based Vince Paterson, director/choreographer for Madonna’s Express Yourself video and the Blonde Ambition Tour, and Toni Basil (yes, that Toni Basil, ‘Oh Mickey, you’re so fine, you’re so fine, you blow my mind,’) but also director of Sesame Street, New Smothers Brothers Comedy Hour, and several music videos.

Deliberately or not, the name also reflects how the company is positioning itself in the market – as a Canadian company with a European disposition.

Dungey, who spent the last 10 years in the land of windmills, smoky cafes and special brownies, has experienced first hand the love affair Canadians have with European culture.

Born in Toronto, he’s returning to Hogtown almost a foreigner after a decade with Thed Lenssen Films in Amsterdam.

Dungey says the move there in 1985 was the fulfillment of a dream to spend part of his life in Europe. The move back is the beginning of another dream – to own his own production company.

He says it’s hard to generalize, but advertising out of Europe has a reputation for being more free with ideas and shot in ways that surprise and appeal.

Danza’s directors have a breadth of directing and choreography skills, but there’s plenty of room for some Canadian talent, provided they fit in with the European set, which includes directors Jacob Marley, Les Child, and Claire Eastman out of London, and Carli Hermes, Benjamin Landshoff, Thed Lenssen, Othmar Sweers, and Yani, out of The Netherlands.

Kenny Ortega, director of Hocus Pocus and Ferris Bueller’s Day Off, is the other American on the roster.

The gaps in style between Canadian and European advertising make it hard to describe what style will work with the company, but, essentially, directors will have to be comfortable with fast-paced spots and take an emotive approach to filmmaking.

‘It’s a visual gauge, something I won’t know until I see the reels of the directors,’ says Dungey, who plans to hire at least two Canadian directors within the next month.

He says experience shooting cinema commercials is also an asset since there is a significant demand for them in the European market, a territory directors with Danza can expect to be sold in, as well as Los Angeles.

He says, in the short term, working space is still in process, adding, it’s a challenge to be the new guy on the block in an industry propelled by connections.

But the agencies have been receptive, and, most importantly, Dungey says,’I’m willing to go out there and get it.’