Campaign Craft: Brave signs Alex Proyas and Edmundo

Brave Films has poached Alex Proyas, the award-winning features director of The Crow and the soon to be released Dark City, from Propaganda Films.

Brave Films has poached Alex Proyas, the award-winning features

director of The Crow and the soon to be released Dark City, from

Propaganda Films.



For the past two years, Proyas has concentrated on Dark City, a

futuristic film starring Kiefer Sutherland, William Hurt and Rufus

Sewell, but has expressed a desire to return to commercials direction

for part of the year.



Proyas will be based in Sydney, Australia and Brave will represent him

in the UK only. He will continue to direct feature films, but on a

freelance basis.



The Australian-born Proyas’s UK directing career began in the late 80s

when he shot pop promos for artists such as Fleetwood Mac and Joe

Jackson through Propaganda Films. He made the transition into

commercials through Limelight in the early 90s and won a silver D&AD

pencil in 1992 for his Nike ’pillows’ film through Wieden & Kennedy.



He has directed commercials for Philips, Kleenex, American Express and

Dunlop but his most well-known work is ’microchip’ for Adidas, ’Is it

art or Artois?’ for Stella Artois and various cult ’eyeball’ idents for

MTV. His ’characters’ spot for Black Star Beer picked up the Grand Prix

at Cannes in 1993.



Emily Bliss, joint managing director of Brave Films, said: ’He’s on a

level with David Fincher in that he’s a cult figure. He’s very dark and

imaginative which is reflected in his directing. We are hoping he’ll be

available for three or four months of the year and he has nothing

immediately in his diary as of September.’



Brave Films has also signed the Spanish-born director, Edmundo, from

Jane Fuller Associates. Edmundo, who settled in the UK seven years ago,

signed to Jane Fuller in May 1996, and has been working through his own

company, Upside Down, for most of this year.



Edmundo said: ’I am still starting out and I need experienced people on

my back. We use the same editors a lot of the time, and people kept

saying check Brave out. I really think it understands what I want to

do.’



Edmundo’s first UK spot was through Leo Burnett for Wash ’n’ Go last

year, and he also shot Burger King’s last TV campaign through DMB&B.



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