CAMPAIGN CRAFT: Salmi goes to Joy after Prechezer split

The Rose Hackney Barber directing duo, Carl Prechezer and Pete Salmi, have split, with Salmi moving to Mehdi Norowzian’s Joy Films as part of an expansion intended to transform the company from a single-director outfit to a roster of four or five directors.

The Rose Hackney Barber directing duo, Carl Prechezer and Pete

Salmi, have split, with Salmi moving to Mehdi Norowzian’s Joy Films as

part of an expansion intended to transform the company from a

single-director outfit to a roster of four or five directors.



Despite a successful partnership, which has spawned a number of spots

for Bartle Bogle Hegarty including work on Salon Selectives and Golden

Wonder, the duo had already been working separately.



Desley Gregory, partner and managing director at Joy, is on the point of

signing a third director. The company has also agreed to represent the

director, Johan Kramer, in the UK, while he continues to manage the

Amsterdam-based creative shop, KesselsKramer. He was previously

represented in London by Spots.



’We’re looking for people with very individual styles,’ Gregory

said.



’Salmi has an incredible narrative style to his work and he is brilliant

with both character and casting.’ Salmi has already been signed up to

shoot an international campaign this month.



Joy was set up to develop Norowzian’s work just over three years

ago.



’People assumed it would just be Norowzian and me,’ Gregory added, ’but

we felt we needed time.’ Now Joy believes that Norowzian is established

as one of the top ten directors and has spent the past few months

sounding out others for its roster.



Prechezer, meanwhile, will remain at Rose Hackney Barber, where the pair

were signed in February 1995.



The split marks the end of a long partnership. Prechezer and Salmi met

while studying for a masters degree in film-making at the Royal College

of Art. Their first TV commercial was a Heineken ad, made in 1993.



They made their name in 1995, with Blue Juice, their debut feature film

billed as ’Britain’s first surfing movie’. Since then, their advertising

credits have included the ’donkey’ and ’viking’ Tango ads for HHCL &

Partners.



According to the producer, Steven Worley, at Rose Hackney Barber,

Prechezer has, until recently, taken more of the traditional director’s

role, with Salmi, originally a producer, contributing. Prechezer is

already booked to direct a celebrity-based campaign in February. ’It’s

business as usual for us. I think Salmi’s showreel will be something

unexpected, something different. It will be interesting to see which way

he will go.’