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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
40 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 TVC+CONTENT PRODUCTION “We’ve all known each other for quite some time, both Ken and myself have worked with Mat previ- ously so this is really full circle and it’s great to be back working with someone of Mat’s capabilities,” says Renegade partner Joe Connor. “He has a wealth of experience and is a truly an accomplished crafts- man in the world of commercials. This is a strong alliance that caters for the demands of current advertis- ing and communications. “Mat’s narrative style truly suits the Renegade world. We think that we can offer his capabilities not only for commercials but as a con- tributor to the broad array of pro- jects and media in areas which have become a Renegade trademark and are now part of a repertoire that is sought after by most clients.” The range of services and oppor- tunities is quite unique; not simply part of Renegade’s eighteen year history in advertising but as a result of its longer form work in docu- mentary, entertainment as well as live performance work with local and overseas broadcasters, a great conduit for Humphrey’s abilities as a director. This is an office where the compil- ers of RocKwiz questions are sitting alongside documentary researchers and producers developing comedy series. Humphrey’s commercial sensibilities will mesh well in that environment. Says Humphrey: “Renegade has a great depth. It’s great to be part of a company with such a diverse range of production experience. Ken and Joe have the runs on the board, producing amazing TV entertain- ment. As does Jen (Jenny Livingston) with ‘Wilfred’. Add to that all her agency and commercial experience. I’m in great hands. “I love telling stories,” says Humphrey. “At Renegade they are doing exactly that, both in the com- mercial world and across all enter- tainment media.” “There are great opportunities here for clients and agencies to tap into those resources and relation- ships and Mat will be a significant contributor,” says Connor. “We have relationships with clients that have involved every- thing from ads to online, documen- taries, music advice and events, even initiating the establishment of a short film competition. “Ideas, writing, strategy and development have been the nucleus of our business for a long time and our ability to use all that accumu- lated experience in an increasingly diverse advertising landscape is a bonus for any agency or client. “We’re looking forward to Mat’s commercial sensibilities being a part of that repertoire.” Amongst a host of award-winning public service spots around the world including anti-terrorism in Dubai and road safety in New Zealand, Humphrey has probably directed more TAC commercials (and probably won more awards,) than any other director and inde- pendently, Joe Connor has proba- bly produced more for the same client, with a range of directors. Humphrey has recently completed the incredibly well received ‘Dog Gone’ spot for New Idea with Renegade. The spot followed his previously successful work for the same client, ‘It starts with a New Idea’ that was set in an imagined Amish community. Whether it is anti-terrorism ads in Dubai, anti-smoking ads for Australia, dog commercials in Russia or Oreos spots in the USA, Humphrey’s ads all have strong, emotional, often funny, perfor- mances at the heart of them. “We’re hearing a lot about story- telling and narrative lately, almost to the point of it becoming cliched but the highly emotional stories that Mat excels at, will always be in demand,” says Connor. “Storytelling is one thing, finding the truth in a story and getting it to resonate with the right audience is the real challenge. Mat does that.” RENEGADE RECRUITS HUMPHREY Top director Mat Humphrey has joined Renegade Films New Idea ‘Dog Gone’ - Mat Humphrey TAC ‘Haunted’ - Mat Humphrey Humphrey: “Renegade has a great depth. It’s great to be part of a company with such a diverse range of production experience. Ken and Joe have the runs on the board, producing amazing TV entertainment.” TAC ‘Nightshift’ - Mat Humphrey Big Colour Pages ‘Seeing is Believing’ - Humphrey ‘Brushstrokes: Keith Haring in Australia’ - Renegade ‘Inside the Firestorm’ (ABC) RocKwiz - series 12 (SBS) CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:28 PM Page 40
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