June. 13, 2012 – Santa Monica-based production company Slim Pictures has signed Florian Sigl for US representation while ZCDC posit progressive advertising for Chevy through GSP, San Francisco.
“Street Art” is an expressionistic adventure from Zackary Canepari and Drea Cooper – AKA ZCDC – featuring the very first graffiti artist to use a robotic art car to create street art:
The spot took months of research to design robotic spray arms and precise software that the graffiti artist could use, his work captured over a time consuming four-day shoot utilizing Arri Alexa, Canon HDSLRs, Zeiss Super Speeds and a 30-foot techno crane.
The end result is a fascinating, hypnotic short that captures the passion of street art while successfully promoting the Chevy Sonic and plugging the GM model into a younger demographic mindset.
Meanwhile Sigl arrives at SLIM with a reel replete with compelling advertising for clients including BWM, Mercedes, Opel and Sony Ericcson.
Sigl enjoyed a successful career as a producer in Germany before donning the director’s cap. He founded Bakery Films in Hamburg and post-production entity Slaughterhouse, and then became president of the German Producer’s Association. Sigl also spent time teaching at the Miami Ad School and German Film Academy in Ludwigsburg.
A distinct visual style pervades Sigl’s work. His reel reveals strong storytelling abilities and precise casting as seen in “Breathe” for BMW through longtime agency Serviceplan:
A driver sits in the sleek recesses of an all-electric BMW Active E vehicle. He takes a deep breath and starts the car’s engine, then zips across a beautiful vista looking ever more uncomfortable while holding his breath. He arrives at his destination with contorted features, finally exhaling to take in much needed oxygen. An amusing tagline then informs us that there are zero CO2 emissions from the BMW vehicle – as long as you don’t breathe.
“Crooked Line” for Mercedes Benz through Jung Von Matt / Hamburg further exemplifies directing skills that successfully emphasize the safety features on the new Mercedes GL vehicle:
A mother drives with her son across a bridge on a gusty day, both perplexed as a crooked white line leads their path. Up ahead a “striper” truck attempts to keep upright, blown around in dangerous crosswinds while painting the road. However, the Mercedes GL eases past the mammoth truck and zooms off, undeterred by the fierce winds – all to demonstrate the “Crosswind Assist” abilities on the new GL. The commercial is set to break on US airwaves this fall.
Sigl looks forward to directing on American soil:
“America is the leading market globally where there are plenty of challenging, interesting projects to handle,” he notes. “I’m looking forward to working at Slim and being part of a company with a very unique visual pallet.“
“He’s a great storyteller who was highly respected as a producer before he began directing,” adds Exec. Producer Tom Weissferdt. “It’s amazing how he made the move to directing so effortlessly in the past two years. He has a lot to offer the American market.”
Work by Sigl and ZCDZ can be viewed at: