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Twist Director/ DP Rich Michell “Lends” Signature Look & Talent to Union Bank

New York & Minneapolis – (February 23, 2010) – Twist Director/DP Rich Michell (very well-known for shooting people, table-top and food) has lent his talent to Union Bank (Lincoln, Nebraska) for a series of new commercials. Shot against a stark, white background and skillfully cast with a charismatic spokesperson, the campaign explains to consumers why Union Bank is the best choice for truly exceptional service in these uncertain times.

To view the new work, click here:

Over the years, Rich Michell has developed a very clean, minimal aesthetic, which he has been able to capitalize on over the past year with his clients — including Union Bank. These new spots feature a highly stylized look, which Michell is keenly positioned to shoot. 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 people. So he can easily marry the performance needed with a very graphic look.

“In the tabletop world, I often design with a ‘form follows function’ approach,� notes Michell. “Our goal in the Union Bank Campaign was to educate rather than to sell. So to showcase the performance, we felt it best to keep the visual toolbox simple, graphic, and direct. I believe Brian Boesche, Creative Director at Swanson Russell, said it best, ‘After watching this campaign you feel like you’ve learned something.’�

“Rich and the good folks at Twist were great to work with on this campaign. He brought the perfect vision to the concept and it shows up on screen,� said Boesche.

“Rich has a knack for paring down content and visuals to the essentials needed to tell the story,â€? adds Twist’s President Jim Geib. “He’s always leaned toward this style when shooting food and table-top, but he’s getting more chances to apply that to his people work and to employ it as a direction for entire campaigns.”

Twist’s current directorial roster features the diverse talents of Directors Rich Michell, Grady Cooper, Matt Pittroff, Chris Stocksmith and Marc André Debruyne. Recent Twist projects include work for 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 “How,� “Creativity,� and “Shoot.�

About Twist:
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 company’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

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Client: Union Bank
Spot Title: “That’s Not Going Anywhere� :30 TV

Advertising Agency: Swanson Russell
City: Lincoln, NE
Partner/Chief Creative Officer: Brian Boesche
Copywriter/Producer: Charlie Stephan

Production Company: Twist/New York & Minneapolis
Director/DP: Rich Michell
Producer: David Bellmont
President/Executive Producer: Jim Geib
Executive Producer: Amyliz Pera
Coordinator: Brian Morris
Staff Reps: Kathryn Lotis, Rob Neill

Editorial Company: Splice Here/Minneapolis
Editor: Chadwick Nelson