THE BRIEF

The second annual Saatchi & Saatchi/Playback First Cut Award for new director continues its tradition of acknowledging the importance to the industry of nurturing this talent pool – and offering kudos to the production houses and agencies for doing so. The judges peruse the work of Canada’s new directors and identify the reels demonstrating the most potential. The awards celebrate the winners and send the top director to next year’s Cannes advertising film festival.

THE CRITERIA

Entry was restricted to directors who had been plying their craft for less than two years, who were represented by a production company and who had at least one spot on their reels which had been broadcast. Entrants were also limited to Canadian directors. Judges sifted through the spots and made decisions based on storytelling/communication of idea; style; performance (if applicable); indication of potential and overall impression of reel.

THE JUDGES

Winnie Alford, Broadcast Producer, Second Unit

David Baxter, Editor, Panic & Bob Editing

Lynne Carter, Associate Producer, Media Television

Nichole Frechette, Creative Director, Armada Bates

Pete Henderson, Director, Spy Films

Michael Koren, Music Producer, KOKO

Doug Lowe, Director of Broadcast, Young & Rubicam

Mary Maddever, Editor, Playback

Bruce McKay, Associate Creative Director, Saatchi & Saatchi Advertising

Peter Rigby, Creative Director, , Saatchi & Saatchi Advertising

Anna Tricinci, Director of Broadcast, Saatchi & Saatchi Advertising

INSIDE THE REPORT

First Cut, it’s a wrap p. 1

Director profiles:

Jeff Eamer 27

Mitch Gabourie 29

Javier 31

Mark Mainguy 33

Adam Massey 35

The directors’ craft 37

Peter Rigby: the creative report card 40

The winners are:

#1 Jeff Eamer

Spy films

-The judges say:

‘Great diversity – a heavyweight’ – Michael Koren

‘He understands how to fit the style to the usage’ – Winnie Alford

-Favorite spots on the reel:

Reebok Prima Donna:

‘Nice combination of style and performance’ – David Baxter

‘It’s a thing of balanced beauty. Great range. Nice subtlety to the humor’ – Mary Maddever

Japan Camera Synchro Twins:

‘Hilarious’ – Pete Henderson

#2 Mitch Gabourie

The Partners’ Film Company

-The judges say:

‘Shows good potential with performance’ – Alford

‘Has a nice handle on both style and performance’ – Baxter

‘Pretty cool reel’ – Koren

-Favorite spots on the reel:

Sony Playstation No Brainer:

‘No nonsense, cool style’ – Koren

Pontiac NBA:

‘My favorite spot of all – great performances, nicely directed, very contemporary without being totally reliant on technique’ – Doug Lowe

‘Hilarious, great performance’ – Henderson

‘Great direction of talent’ – Lynne Carter

#3 Javier

Spy Films

-The judges say:

‘Excellent visual interpretation’ – Henderson

‘Good diversity. This director has chops’ – Koren

-Favorite spots on the reel:

Labatt Roadtrip: ‘Great visual style’ – Lowe

Coke Connections: ‘Visually amazing’ – Anna Tricinci

Panasonic Crush:

‘Nicely styled images, unique look and treatment’ – Baxter

‘Incredibly striking’ – Henderson

#4 Mark Mainguy

Radke Films

-The judges say:

‘This director shows great versatility and an ability to handle a variety of subjects’ – Carter

‘A good eye’ – Henderson

‘Handles talent well – nice, clean look to film’ – Lowe

‘Shows good potential, shows range from classic film approach of Mackenzie to the style of Concerned Children’s Association’ – Baxter

-Favorite spots on the reel:

CCA: ‘Nice style, good performance out of kids’ – Lowe

Mackenzie Financial:

‘Beautifully shot, lit and directed – this director has a vision’ – Peter Rigby

‘Strong and simple. Good range’ – Maddever

#5 Adam Massey

The Partners’ Film Company

-The judges say:

‘Nice angles, flow and movement, great storytelling, nice performance’ – Baxter

‘I’d like to see more from this director’ – Rigby

-Favorite spots on the reel:

Moslon Export Deliverance:

‘Cool idea, good execution’ – Henderson

‘Neat balance – tongue-in-cheek ‘heroic’ epic’ – Maddever