Director, Joyrider
A multi-talented director whose art teacher threw him out of school to get his design portfolio together, Reuben Sutherland is completely at home on the Joyrider roster.
Sutherland enrolled in design school with aspirations of becoming an illustrator, and earned a degree in Graphic Design, with an emphasis on photography, which he applied to a number of pursuits – including architectural renderer and record label president.
He parlayed all of this experience, and his profound hunger for creative evolution, into a prolific filmmaking career, making waves at home and abroad in the spot and music video arenas. His recent spot projects include Playstation Resistance 2 (TBWA London), Orange (Fallon London), T-Mobile (Saatchi London), and Teletext (CHI London). He has also done notable work for Becel, Mini, and Coca-Cola.
Sutherland’s process of manipulating photo elements with 3d environments has yielded startling and visually arresting results, and his video for Phoenix Foundation’s "Hitchcock" made a bold political statement about the world’s obsession with gas-guzzling 4×4′s, juxtaposed to beautifully choreographed electric cars and done in black and white. He directed, edited, and animated the project in 2 months. Inspired by the work of Cecil B. Demille, "Hitchcock" garnered the ‘Best Music Video’ Award at The Ottawa Animation Festival, as well as an Inclusion in the D&AD 2006 book for great creativity for a Music Video.
Sutherland quickly followed "Hitchcock" with an acclaimed clip for The Doves. In addition to his role as a director, he has exhibited a capacity to shoot, edit, and animate, as well as compose music for his projects. These talents, paired with his ability to elicit powerful performances and create stunning visual feasts, have led agencies to take notice, and engendered admiration from his colleagues at Joyrider, where unusual challenges – and unexpected solutions – are always welcome.
September 2008
