Jake Mavity signs with Slash for commercial representation in the US
Director Mavity joins production studio Slash, for commercial representation in the US, and launches a heartfelt McDonald’s campaign for Mental Health Awareness Week.
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Director Jake Mavity joins production studio Slash, for commercial representation in the US, and launches a heartfelt McDonald’s campaign for Mental Health Awareness Week.
Mavity is one of those rare filmmakers who is able to elicit a range of emotions in the performances he captures, taking the viewer on a visual journey sometimes poignant, sometimes humorous, but always deeply relatable. Mavity’s engaging and powerful approach to filmmaking is highlighted in his latest campaign for McDonald’s The Meal, to promote Mental Health Awareness Week - masterfully crafting a campaign that is simultaneously charming and equally heavy hitting. The concept removes McDonald’s famous smile motif from Happy Meal boxes for the first time, 2.5 million of them in the UK to kickstart positive conversations around children’s mental wellbeing while reminding youngsters the importance of openly expressing their emotions.
“Jake’s style and sensibility is very much aligned with the type of work we are seeing out of the US market - Lifestyle/Storytelling with a smile, driven by beautiful performances” says Managing Director, Tanya Cohen. “When I first saw Jake’s Google campaign, I felt like I was transported into this family’s world and a part of their experience. He has a unique ability to draw the viewer in and make them “feel” whether that’s through sentiment or laughs or a mix of emotions, combined with cinematic visuals. We are inspired to be collaborating with him, and his very bright future.”
“To keep my approach fresh and not be pigeonholed, I change lanes as much as possible. With that said, I need an ambitious production partner to reinforce and keep expanding my work in new and exciting directions. Joining Slash was an absolute no brainer. Slash is packed full of great creatives and their iconoclastic approach to filmmaking is my perfect match” says Mavity.
Mavity has directed commercials for a wide variety of high-profile brands, including eBay, Google, McDonald’s, Subaru, being awarded at Cannes, the British Arrows, winning best director at Latitude and best film at Feel the Real Glasgow for his last short. His short film Calico, about a teenage girl with vitiligo who rescues a talking goldfish, who teaches her how to accept the skin she's in, is currently playing the film festival circuit worldwide. Also directing Music Videos, his latest just launched for North Downs, Here Comes Butterflies.
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