Steve Burrell, John Durrant and Rob Hifle, the directing trio known
as Athletico, have signed up with FourHundred.
Athletico made its directing debut in the mid-90s with The Producers.
Since then, Burrell, Durrant and Hifle have shot commercials for Sony
PlayStation, Goldfish and Melody FM, and have continued their close
involvement with their jointly owned design company, BDH.
The trio has now decided to devote more time to directing commercials
and has quit The Producers for a fresh start at FourHundred. ’We feel
very at home with the blend of talent here,’ Durrant said.
Caspar Delaney, the joint managing director of FourHundred, said it took
him and his colleagues ten seconds to decide to take them on. ’Two
things particularly stood out about their reel. Firstly, you could see
their tremendous aesthetic skills, which stem from their design
background, so that whatever they touched looked classy. Secondly, they
actually delivered on the idea.’
Athletico, which won a D&AD gold for graphic design for ’poems on the
box’, is FourHundred’s third signing since it evolved out of D-Films a