LOS ANGELES, CA, February 20, 2009 – Gentlemen, the directing duo comprised of Brett Snider and Billy Federighi (l to r), has signed with Bandito Brothers for exclusive US spot representation. The directors are already helming their first assignment for the company: a Kraft Lunchables projects via Draft FCB Chicago, shooting on location in New Zealand.
The team entered the spot-making arena two years ago, winning ad contests for Doritos and Converse. Doritos "Mousetrap" aired during the Super Bowl XLII broadcast, ranking #4 on the famed USA TODAY Ad-Meter. Gentlemen has since directed projects for Kellogg’s (Leo Burnett/Chicago), Cici’s Pizza (Deutsch LA), Hormel (BBDO), and Kentucky Lottery (Northlich). They also have been counted among shots‘ most promising new directors and earned inclusion the SHOOT New Directors Showcase. The duo comes over from Über Content.
"As soon as we saw the work, we saw the potential," said Bandito Brothers Executive Producer Jeff Rohrer. "They’re young guys who bring tremendous talent and enthusiasm to the party. We have deep experience and resources, and a background in building directors, so it’s a perfect fit."
With Gentlemen, Bandito Brothers – known for intense, in-camera action – expands it roster to include comedy. "We’re fired up by the fact that these guys do action," said Snider. "The vibe is cool and exciting. We met with many companies – from new to well-established – and no one had this kind of energy. It’s easy to get excited about Bandito Brothers."
For Federighi, the Bandito Brothers’ stature in the action arena has huge appeal. "Being at this company allows us to be more than just comedy directors," he enthused. "We’re the solution for comedy at Bandito Brothers, and that holds us to a certain standard." He added that Gentlemen would love to team up with Bandito’s Mike "Mouse" McCoy and Scott Waugh on an action-comedy project. "How much fun would that be? And we’re not afraid to get our suits dirty for the right project."
After meeting at Columbia College Hollywood in 2005, Snider and Federighi appeared destined for separate lives: Snider behind the counter at Kinko’s and Federighi as a set P.A. for production companies such as VILLAINS and Smuggler (where he first met Rohrer). When the two decided to try their hand at directing, something clicked. As Gentlemen, they wrote, directed, and edited a 16mm spec for Converse. "The Original" won the brand’s worldwide contest and ran nationally. Doritos "Mousetrap" followed.
When the directors were invited to screen their work for Chicago agencies DDB Needham and Leo Burnett, they were determined to stand out and parlay the screening into actual work. The guys constructed a wooden 2-foot by 2-foot diorama depicting themselves as centaurs perched atop snow-capped mountains. A recorded track related their long and arduous journey from the hinterland to Chitown. The stunt and the work made an impression and Leo Burnett came through with an opportunity: the agency gave Gentlemen a 50K budget to realize an animatic for Kelloggs as a test, a "live-a-matic," as Snider calls it. Gentlemen hit a home run with the project, and "Toothosaur" became a national commercial.
As the ad biz gears up for Game Day, the pair are garnering new accolades for last year’s appearance. Doritos "Mousetrap"will be profiled on CBS’ "Funniest Super Bowl Commercials" broadcast, and on Kevin Nealon’s "World’s Funniest Commercials" program on TBS.
In addition to Gentlemen, McCoy, and Waugh, the Bandito Brothers roster includes Jacob Rosenberg, and directing team Teton Gravity. Bandito Brothers is represented by Unique of Little Gypsy for special projects and on the West Coast. Kitty Monaghan and Kelly Halpine of Monaghan+Halpine rep the company in the Midwest.
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