On My Radar: Rob Cohen

Native Content director Rob Cohen has recently shot spots for the likes of Mountain Dew and Ford Mondeo and has signed on to take the lead on feature Marco Polo later this year.

Starring actor Hayden Christensen the film is based on 13th Century Mongol-controlled China with a Westerner (Hayden) at the centre of the story.

Wikipedia is just one of the modern research tools that have helped the way Cohen gained insight on the subject and below he reveals more of his favourite research tools and sources of inspiratation.

What’s the best ad campaign you’ve seen recently?

There’s this Hyundai spot, I think it’s called Message from Space, which I thought was particularly powerful. It involved a young woman whose father works up in the space station and using a fleet of Hyundai cars and various models she and a team of precision drivers write a humungous message in a salt flat so that her father can read it from space.

The message was even drawn via computer co-ordinates to mimic the young woman’s handwriting. It was a powerful message and very well executed. It totally accomplished its goal of making Hyundai a totally innovative brand as I had never seen anything like it. In fact, it’s one of those I wish I had directed.

What website(s) do you use most regularly and why?

Wikipedia is probably my go-to site. In my work, say preparing to write The Adventures of Marco Polo, a feature I am going to direct later this year starring Hayden Christensen, I needed to know so many things about 13th Century China, the Yuan Dynasty, Chinese medicine, war tactics, costumes, religions, etc. and I’ve always found Wikipedia to be the fastest way to plunge in. I then go to other sources for deeper analysis but it’s a wonderful way to embark on any inquiry.

What’s the most recent piece of tech that you’ve bought and why?

The Apple Watch. I have not gotten it yet, nor do I know exactly why, maybe just to avoid future shock or something.

Facebook, Instagram or Twitter?

I’m an Instagram guy. One picture and all that… It’s a great way to stay current and to get a real feel for other friends’ lives in a vivid, efficient way.

What’s your favourite app on your phone and why?

I love pCAM when I’m shooting. It gives me so much tech info on the spot, just as I need it. Calculations are easy and, if I sneak it off to the side, I can come back and blow my DP away with some arcane suggestion!

What’s your favourite TV show and why?

Wow, that’s a tough one. Of all time: The Wire and Breaking Bad. Of new time: I really love Empire as I was president of Motown’s Movie Production Division (Mahogany, Bingo Long, Thank God It’s Friday, The Wiz) from 1973-78 and it makes me nostalgic for my time with Berry Gordy and the wonderful artists that were on the roster. I loved all the rivalry and in-fighting! So real.

What film do you think everyone should have seen?

Kane for innovation, Lawrence of Arabia for scale matched with intimacy, Best Years of Our Lives for deftness of character direction.

Where were you when inspiration last struck?

In the bathroom shaving my head.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The business has become a) more corporate and b) has made a shift to digital. One has been healthy, exciting, and innovative; the other not. I’ll let you guess which is which is which.

If there was one thing you could change about the advertising industry, what would it be?

I’d like to see significant board flow for everyone! Yay!

What or who has most influenced your career and why?

Two men: Daniel Petrie who was a lovely director who took me under his wing early while I was still at Harvard.