The Power of Two
Deb Mayo
12 February 2007
There have been so many successful duos in the world. Take for instance, the dynamic Batman & Robin, the highly amusing Abbott & Costello, and the biblical Adam & Eve. With that said, take note of another duo - this time, directorial in nature - who is making themselves known in the advertising realm. Meet the double act known as Quinn & Cashman, directors with Toronto- based production company, Suneeva.
Years ago, the talented two met while working in the art department on a feature film. It would be during one of their directorial discussions after work, and over a couple of pints, that the two would consider the idea of not only directing, but going it together. With similar creative vision, coupled with a keen interest in script collaborations, the duo embarked on entering the directorial fray with nary a look back. Quickly signed by @radical Media/Germany, Quinn & Cashman’s introduction into the international arena would prove to be a swift and decisive one with European clients ready to engage them. With Latin American shoots for Volkswagen and the Sci-Fi Channel, it would be their commissioned Red Card short film for the 2006 World Cup to open Resfest Canada that would lead them to critical acclaim.
But even with proven storytelling and comedic abilities firmly in hand, it was, and still is, their ability to successfully work as a collective that sets them apart from others of the same visionary ilk. Ask them a question separately during a shoot and you’re bound to get the same answer. "It’s really quite simple," says Cashman. "At the end of the day, the sum of both of us is better than not." With an underlying trust, let alone an uncanny understanding of each other, the directors are more like family. Decisions on the best approach to a project are simple: if differing visions are at odds, the solution comes down to one of proof. "To have someone that you share the same aesthetic with to bounce ideas off during the creative process is such a luxury," states Cashman. "The flow never stops - the wheels simply keep turning. And it never matters where the best approach comes from."
It is not just a question of style when it comes to this duo. Well versed in the art of beauty, Q&C are masters of extracting the very essence of not only the product, but the subtleties that go into selling it. Take for instance the Premiere First Class Television spot. Fully armed with an inviting soundtrack and engaging voiceover, the spot itself is chock-full of the most amazing imagery. But as much as amazing imagery can be found in so many commercials, it is the attention to detail and angle that has garnered Quinn & Cashman the premiere star of excellence. Simple, but complex, the spot takes the viewer on a ride of the everyday, the mundane so to speak, while coupling the visual with their particular brand of perspective.
And it is for exactly this reason that advertisers seek out the two. "I think mentally advertisers are quite happy that we bring something to the table," says Quinn. "We love to write - and we always try to contribute a little bit more than what’s expected of us." It is no wonder that Q&C are strong proponents of being involved with a project from inception through to completion. "There are the obvious reasons for any advertiser to bring the director on as soon as possible," states Quinn. "But with us, on the creative level, we offer the client two halves of the answer in the sell of the product."
With a reel sporting such clients as the Canada Post, Kokanee, Vattenfall and Adidas, to name but a few, it is understandable that this directing team is attracting attention, both far and wide. And with the advent of 360 degree marketing, the talented two are also making great strides in the emerging advertising landscape. "It’s an exciting arena," muses Cashman. "A new realm in which to take the idea of a very clever and powerful message and find avenues of exposure where people least expect it. Done right, it makes people think outside their normal boundaries." Quinn elaborates: "By leveling the playing field, the new avenues allow for more creative freedom. It creates an outlet for people to tell their stories."
So what’s next for this dynamic duo? "Features are definitely on the horizon," says Quinn. "We’ve been busy writing a feature for some time now - you know, with all the spare time that we have. But we also have serious interest in exploring other mediums, such as photography, short films...you name it. I guess you could say we have stockpiles of ideas."
"In the long run," finishes Cashman, "our goal, no matter the medium, is to make people think, make them see, make them feel. That’s always going on - there’s simply no end to the process."
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