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Twist Director/DP Rich Michell Shoots Online Short Films For NetApp

Twist Director/DP Rich Michell joined forces with NetApp to produce two online short films which highlight the innovative technology NetApp has to offer through their network storage solutions, virtualization, and cloud computing. With a background in fine arts and a fine-tuned eye for composition, Rich Michell brings his signature look to these NetApp spots to showcase the diverse application of their product.

To view the new short films online, go here:

“Be The Match” shares the stunning story of how NetApp’s groundbreaking technology has revolutionized the donor matching process. Michell’s talent for combining real stories with stunning visuals is beautifully illustrated in this thought-provoking spot that highlights how IT can save lives. “Thomson Reuters” further showcases how NetApp transformed the manner in which the legal industry gets their information with a break-through development for Thompson Reuters Company Westlaw.


Client: NetApp
Title: “Be the Match” 2:10; “Thomson Reuters” 1:42

Advertising Agency: Eleven/ San Francisco, CA
ACD/Copywriter: Paul Carek
Art Director: Michel Edens
Producer: Cathy Carolan
Producer: Katie Rinki
Producer: Iliani Matisse (“Thomson Reuters”)

Production Company: Twist/New York & Minneapolis
Director/DP: Rich Michell
Owner/Executive Producer: Jim Geib
Executive Producer: Amyliz Pera
Staff Reps: Rob Neill, Kathryn Lotis
Line Producer: Dave Bellmont
Production Supervisor: Adam Warner

Editorial & Postproduction Company: Beast/San Francisco


A global production company, Twist has offices in New York and Minneapolis. Headed by EP/President Jim Geib and EP Amyliz Pera, the Twist directorial roster features the diverse talents of Directors Matt Pittroff, Rich Michell, Grady Cooper, Chris Stocksmith and Marc André Debruyne. New projects for Twist include a hilarious three-spot campaign for NASCAR’s 2011 Nationwide series, directed by Matt Pittroff. Twist’s Marc André Debruyne also recently directed his first American commercial project for Maine Medical Center and shot his 100th music video, a big career milestone. Twist is in the midst of production on commercial campaigns for Ameristar, Johnsonville, and the company will unveil new spots for AdCouncil in the New Year.