Tate adds Gibson, Borin and Status Creative
Director Laurieann Gibson, a regular collaborator with Lady Gaga, signs for US representation along with Director Frank Borin and the social media collective Status Creative.
Tate USA adds Laurieann Gibson, Frank Borin and Status Creative
Tate USA, the L.A.-based production company, has added several new talents to its roster. These include Directors Laurieann Gibson and Frank Borin and the social medial collective known as Status Creative.
Borin is a UK-based filmmaker whose work includes TV commercials and music videos. His commercial credits include Coca Cola, Bud Light, Activision, Levi's, Abercrombie & Fitch, Partnership for a Drug Free America, Vitmo, Beeline, Tele2 and others.
Commenting on Borin's directorial approach, Tate USA Founder and EP David Tate says, "Unlike most visual directors who craft their images into stories, Frank starts with the story. I picked this up immediately from seeing how successfully his music video cut downs worked. It all starts with the content. And when you recognize that every shot deliberately moves the story forward, you know you've got a thinking director. I like that."
Adds Tate USA EP and Partner Rossi Cannon, "Frank is just a natural artist and knows how to seamlessly blend visual effects into his work, thanks to his background as an editor. We were attracted to his youthful and energetic visual sense. He's not worked in the States that much, and his UK and European background have given him a wide perspective on the creative process. He fits in perfectly with the talent mix here at Tate, and his knowledge of the American market and his clean lines of communication were major attractions for us."
Borin's work with recording artists includes such multi-platinum stars as Eminem, the Red Hot Chili Peppers, Backstreet Boys, Duran Duran, Cypress Hill, Good Charlotte, the X-Factor's JLS and Alexandra Burke, Natalie Imbruglia, Simple Plan, Lifehouse and Xzibit, among others.
Gibson has just joined Tate USA for commercial directing, marking her first representation deal for advertising. Gibson co-directed Lady Gaga's "Judas" music video with the pop star herself, and has also directed her "You and I" video. Among the videos she choreographed for Gaga are "Paparazzi," "Telephone," "Alejandro," Just Dance," "Poker Face" and many others. She's also choreographed videos for Katy Perry, Cassie Ventura, Nicki Minaj, JoJo, Keri Hilson and Natalia Kills, and is one of the Creators and Executive Producers of the BET television series "Born to Dance."
She also directed the Google Chrome spot titled "Little Monsters" for BBH, which captures Lady Gaga's use of social media to stay connected with her notoriously passionate fans.
"To hear the marketing intelligence underpinning the ideas from such a vibrant director is engaging, energizing and stimulating," says Tate about Gibson's take on her work. "This clarity gives her directing amazing specificity, assurance and control; she's so under the skin of the piece she can articulate it from any perspective. Whether it's with actors, creative directors, clients or our partners, you know you're in the hands of a remarkable artist and you trust her implicitly."
Finally, Tate USA and Status Creative have partners to handle social media and directing events and ads for agency clients. Statues Creative consists of Jeff Barrett, Rob Bliss and Scott Erickson. The move is in response to the need for agencies to get the very most out of social media campaigns for their clients.
Status Creative has produced a number of social media projects that have generated significant awareness in the social media arena, including a video titled the "Grand Rapids Lib Dub" that was viewed millions of times on the web and was honored by P.R. Newswire's "Earnies" awards for 2011, presented in recognition of earned media. (For more on the award, click here.)
Status Creative's "World Record Basketball Shot," in which a member of their team sunk a basketball shot from a helicopter hovering almost 200 feet in the air, was covered by CNN, the Today Show, the Huffington Post and other media outlets.
Published 29 March, 2012
