LEGENDS OF COMMERCIALS PRODUCTION: New Directors

DANIEL LEVI
Age 29
Based at Gatehouse International, Johannesburg, South Africa
Daily fee Between $8,000 and $10,000 per day, depending on
the storyboard requirements

Career highlights Levi was picked up by Gatehouse after making an add for Metro FM, "I Am beat", based in Johannesburg and has only been directing for the past 18 months. Other ads include Nike "body and Nampak "lover".

Would you believe He sets up his own laptop next door to the Henry suite where operators are working on his commercial to ensure maximum involvement in all levels of production. He started out making motion graphics and 3D for films. Before that he owned his own animation company.

What people are saying Brett Wild, the creative director of Saatchi & Saatchi, Johannesburg, says: "It's amazing what he's directed within the restraints of tight budgets. From a production point of view, his attention to detail is unbelievable. He has a true sense of vision and never sways from it. He's a classical director with a huge awareness of what is possible to achieve in post-production. Levi is the new hot thing to come out of South Africa."

TOM CARTY
Age 35-plus
Based at Gorgeous Enterprises, London
Daily fee £7,000-plus

Career highlights Carty was nominated best new director for The Economist's "freedom of knowledge at the British Television Craft Awards. Other directorial coups include BBC's "rush hour", directing the Travis video for Flowers in the Window and "tailgating for Nike.

Would you believe Music is as important to Carty as making ads. He's also a funky French DJ in his spare time, known for dropping 70s funk into a hip-hop beat, or adding little sound effects such as bird calling.

What people are saying "If he puts as much passion into his directing career as he did his creative, he'll fly, TBWA/London's Trevor Beattie says. "But he certainly seems to be showing huge dedication as well as skill. You'd trust him to do something great and you can't say that for all directors."

CARL ERIK RINSCH
Age 24
Based at RSA, Los Angeles
Daily fee It depends on the job

Career highlights Rinsch was responsible for the Axe/Lynx "reflections" ad, the "Oingy Boingy campaign for Jelly Beans, Sony Handycam's "store" and McDonald's "lust". He was the Campaign Screen and D&AD New Director for 2001.

Would you believe He only wears cowboy boots on set and his nickname is "the Grinsch". He raised money to make his first couple of spec ads by inventing and designing a microscopic sewage camera called FlexiCam, adopted by plumbers worldwide to drop into sewers. He was also the youngest known staff photographer to work on Rolling Stone magazine, based in California.

What people are saying "Relentless energy with incredible knowledge of film technology. He defies his age and has the character of someone with years of experience. He doesn't stop until he's got what he wants and is never satisfied with anything less. He works the crew hard and the actors hard. Sometimes it's easy to back off, but he's such a perfectionist, so he won't stop until his precise images are realised," Duncan Marshall, an art director at Saatchi & Saatchi, comments.

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