For the past three years, Twist Director/DP Rich Michell has enjoyed an ongoing collaboration with 3M, which is currently celebrating the 30th anniversary of its popular â€œPost-Itâ€? brand. Twistâ€™s Michell has directed a series of commercials for 3M and ad agency Grey Advertising. A unique partnership, the Twist-3M collaboration has resulted in the production of 15 spots featuring many of the hugely popular 3M home and office products.
To view the most recent commercials in this series, click here:
To view a retrospective, click here:
Director/DP Rich Michell has developed a highly stylized look over the past few years, featuring a very clean, minimal aesthetic. He has been able to bring this signature look to his work with clients such as 3M. With a background in fine arts that includes sculpture and photography, Michell has a fine-tuned eye towards composition. Also, as a Director/DP, Michell is used to shooting table-top, as well as performance.
â€œTo have an ongoing collaboration with the folks at Grey and 3M has been a unique opportunity,â€? notes Michell. â€œWe have consistently defined the art direction and the choreography of each spot around the function and design of the product. In the process, we developed a graphic and playful style that highlight the individual products and create a cohesive design for the variety of 3M brands.â€?
â€œThe more projects we do with Rich, the more we see he’s not only a brilliant tabletop shooter, he’s also wonderful at getting ‘real’ moments from children, nuanced performances from actors, and has a wonderful comedic touch,â€? says Jeff Wine, VP/Creative Director at Grey. â€œHe’s also terrific to work with, as are all the folks at Twist. That’s why we keep coming back.â€?
Twistâ€™s current directorial roster features the diverse talents of Directors Rich Michell, Grady Cooper, Matt Pittroff, Chris Stocksmith and Marc AndrÃ© Debruyne. Recent Twist projects include work for McDonaldâ€™s, Union Bank, Burger King, Target, 3M, Goodyear, Namco, (Wii), Toro, Miracle Ear & Colorado Lottery.
About Director-DP Rich Michell: Director/DP Rich Michell brings years of experience and a thoughtful approach to his work. With a degree in sculpture and photography, he has developed a lovely still portfolio of black-and-white editorial portraiture, which captures the essence of people in his travels. He has a diverse history of national work for Kids, Healthcare, Lifestyle, Furniture, Demo work, Table-top & Food. His commercial work has been seen in publications such as â€œHow,â€? â€œCreativity,â€? and â€œShoot.â€?
Twist, a North American production company, was founded in 1997 by President Jim Geib. The company has been able to remain competitive in a global marketplace from offices in New York & Minneapolis. From its inception, Twist has been dedicated to a team model, which supports a directorial roster of diverse talents and skill levels. The team structure allows new talent to develop while experienced directors stay fresh. This provided an ideal environment for the launch of Twist’s Content division, created to address project development and production for the variety of emerging needs — from entertainment to educational. Working closely with the Commercial department and the Twist cadre of directors, this leg of the company features work for Target, General Mills and Apple. One of the notable projects developed by this division is an unprecedented HD/3D film entitled “Mars 3D,â€? in cooperation with NASA for the worldwide museum community. Twist also supports a New York-based staff sales model. The companyâ€™s team model encourages well-informed client care from project inception to completion with an integrated approach. The Twist brand is recognized the world over for its high-quality production value and client service. For more information about Twist, please go to www.twistfilm.com
VP/Advertising, PR & Digital Marketing: Lynne Looney
Advertising & Social Media Manager: Karen Suzukamo
Global Brand and Communications Manager: M. Jeannine Curie
Marketing Operations Manager, Home Environments: Dave Albers
Brand Development Supervisor, Home Environments: Karen Chapley
Marketing Manager, Home Environments: Gerald Szpotek
Post It Super Sticky
VP/Advertising, PR and Digital Marketing: Lynne Looney
Advertising and Social Media Manager: Karen Suzukamo
Communications Manager, Office Supplies Division: Michell Gebbie
Marketing Communications, Office Supplies Division: Mindy Shea
Marketing Associate, Office Supplies Division: Douglas Neal
Advertising Agency: Grey Advertising
Chief Creative officer: Tor Myhren
VP/Creative Director: Jeff Wine
VP/Associate Creative Director: Tony Lauricella
Director of Production Broadcast: Bennett McCarroll
VP/ Group Executive Producer: Jan Zislin
Producer: Tricia Bowman
Executive Vice President, Global Group Director: Ken Dowling
Vice President, Account Director: Greg Rubenstein
Account Executive: Theo Abel
Account Executive: Lauren Gelfman
Production Company: Twist/New York & Minneapolis
Director/DP: Rich Michell
President/Executive Producer: Jim Geib
Executive Producer: Amyliz Pera
Coordinator: Brian Morris
Staff Reps: Kathryn Lotis, Rob Neill
Editorial & Post Company: Subvoyant/New York
Creative Director/Editor: Jason Cacioppo
Producers: Adam Dugas, Viva Ruiz
Lead VFX Artist: Todd Ruff
Lead CG Artist: Ryo Suyama
Sound Designer: Max Tannone
(DI/Color Correct: Offhollywood)
Music Company: Crescendo
Audio Post Company: Audio Engine/New York
Mixer: Carl Mendelbaum