In a major move to expand its influence, Tool – long known for its groundbreaking commercial advertising and, more recently, its interactive digital experiences – has brought on Rio Hernandez to fill the newly created role of Head of Feature Film and TV Development. Hernandez will tap her rich history as a development executive and agent to secure opportunities for Tool’s roster.
Hernandez is ideally suited for this new role: after 13 years collaborating with some of the most respected names in the entertainment industry, she brings with her a deep understanding of the business. As an agent at UTA, she played a dynamic role that ranged from representing writers and directors to signing key talent to servicing the agency’s existing client base. Prior to that, Hernandez spent two years working as a creative executive for producer Barry Mendel.
“This job is a perfect blend of my past experience: in many ways, it’s a continuation of the representation focus I had at UTA, with the other skills I used while working in development,” stated Hernandez. “Tool wanted someone who could help develop material, but also act as representative for director and writer clients of Tool’s.”
Hernandez’s industry roots run deep. She cut her teeth in the commercial space early on at Propaganda; post-Propaganda, she worked in production during the early 90s in NYC, as indie film was flourishing, assisting Steve Buscemi, David O. Russell and others on a number of projects. She later worked as a story analyst for the likes of Julia Roberts and Harvey Keitel.
Bicoastal Tool of North America is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.
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