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Superlative signs director Melanie Chung
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The storytelling director explores nuances of humanity.
LA based Superlative has signed Director Melanie Chung for spots and branded content in the US.
The announcement was made by EP Pia Clemente, Managing Director David Kwan and Creative Manager Stefan Dezil. The Canadian born Chung is probably best known for her short films, Boy and Marie in addition to spot work for Macy’s, Coca-Cola, Discover Card, Bank of Montreal, Nike, and Canada’s Airports.
“From the moment we had our first conversation with Melanie we realised she is not only a fastidious, virtuoso storyteller, but she also has a massive heart and smile that she shares with collaborators and injects into every frame,” says Dezil. “When she is directing, the audience becomes a fly on the wall to the most tender, intimate moments. With every piece she directs, the scope and character-driven narratives continue to evolve.”
For her part, Chung has been fascinated about what goes on behind a camera since an early age. Her passion for photography and storytelling propelled her to excel at Ryerson University’s film program. In 2015 her short film titled, Boy premiered at the Montreal Film Festival and made the Cannes Short Film Corner. The heart-wrenching film explores the thought process of a 13 year old boy from a broken home trying to figure things out. “In the end, does the boy take the first steps to a life of crime, or does he follow the straight path”? asks Chung. “I directed the short to question one’s own path. Like each of us, the boy has more than one path to choose from. What path is the right path? How do we define what’s right?”
Chung’s second short, titled, Marie, features a surreal performance featuring a marionette puppet brought to life by a magic apple and one sweet little sheep. “The apple is a play on Snow White, how what seems innocent is not, just like the sheep,” adds Chung. “Love can be one-sided, love has qualities that are both good and bad. But they are two sides of the same coin, one cannot exist without the other.”
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Chung has spent the last decade directing spots in Canada, now branching out to the US. “I wanted to join a company that embraced a storytelling director that really wants to tap into the human condition,” says Chung. Very authentic explorations of character. Superlative is a minority owned company that thrives on diversity and inclusivity. Superlative fit the bill.”
Recent work for Chung includes a heartfelt holiday spot for Macy’s, a charming campaign for Burt’s Bees, and a coming of age story for Canada’s Airports. Longer form work includes Chung directing the miniseries Hello (Again) airing on the CBC and executive produced by Simu Liu.
As for ad agencies and their respective brands, Chung understands their ambitious mission. “It’s a challenging time to be a brand,” she says. “Consumers want their products to take a social stand. Some have a lot to say but may be hesitant to say it. Right now, we’re all looking for balance.”
