U.S.-based, Italian-born director Pierluca De Carlo has signed an exclusive Canadian representation deal with Toronto’s Maxx Productions. De Carlo, who heads up New York-based commercial production company The Naked Project, was in Canada about five years ago to shoot a Canadian Airlines spot and says he looks forward to working more extensively in Canada through Maxx.

‘I think the Canadian market is closer tied in sensibility to the European market,’ says the director. ‘It is still American in the look of certain images but it is definitely closer to the European style and tastes than what you get in the u.s., especially in comedy. The comedy in Canada makes me laugh more than the work in the States.’

Maxx founder Harve Sherman says he was captivated by De Carlo’s incredibly visual, multilayered commercial work.

‘When they showed us [De Carlo’s] reel, it was fantastic and we got very excited about the organic look of it,’ says Sherman. ‘Just the whole way he treats absolutely everything he does – the lighting, the art direction, the shooting style – all of it is just so beautiful and I feel there is a real need for that in the market.’

Sherman has had a longstanding relationship with Naked Project executive producer Joe Masi. He says based on what he knew of De Carlo and his past encounters with Masi, getting the director on board was a logical move for the company.

‘From our position as a company, we have to be very careful about who we work with because in the long term you’re basically partners, whether you like it or not,’ says Sherman. ‘You have to have people you can trust who are pretty straight about the business and have the same motivation and outlook as you do.’

Masi says he has been keeping tabs on Sherman throughout the years and admires his philosophies in business and the way he gets things done.

With Naked Project, De Carlo not only directs spots, he also handles much of the print advertising work as well. The company also develops websites and does graphic design as part of its multimedia work. The hope is he will perform the same kind of duties for Maxx and its clients. But De Carlo says Naked Project is essentially all about creativity and pushing the limits of opportunity found within every project that comes its way. Maxx executive producer Lisa Whittall says this practice may very well bleed over into his Canadian work with the shop.

‘Luca [as he is known among friends] is really part of our goal to take Maxx to another level and open up a lot of things through collaboration,’ says Whittall. ‘He is a director that can collaborate with a lot of other directors here, and that is why he makes a perfect match for Maxx.’

*Rover isn’t Discreet about new software

Toronto’s Red Rover has done some shopping of late in an effort to further improve its in-house capabilities and better itself for its clients. Rover recently added a Discreet Logic Edit system as well as the Discreet Logic 3D Studio Max and Adobe After Effects.

The Edit system is a multifaceted, digital online suite, which appealed to Red Rover directors Linzi and Andy Knight for its uncompressed, realtime, nonlinear compositing, keying and visual effect capabilities. The 3D Studio Max will help better Red Rover in the 3D animation department.

The Red Rovers say the new gear will help the company further its reputation as a ‘one-stop shop’ that can take clients through the entire process, from creative to post, all within its walls on Toronto’s Adelaide Street.

*Thomas lands at TOYBOX

Nansi Thomas, who recently left her post as executive producer at Toronto’s Stealing Time Editing, has joined Toronto’s Command Post/toybox as commercial producer.

Thomas has more than 20 years of broadcast production and agency experience to her credit and is a founding member of the Canadian Agency Producers Association.