Tool of North America is about to get more lush, sensual and provocative, thanks to the recent signing of Danish director Martin Aamund to its live action roster. The integrated production company is already known for its high-powered director roster, including Marc Forster and Leigh Marling, among others, and Aamund certainly cements the company as a force to be reckoned with for live action advertising.
Aamund is already known for directing the work of major brands, including McDonald’s IBM, Nokia, Samsung, Budweiser and San Pellegrino. Adding him to the Tool group opens him up to even more brands, including Airbnb, Facebook and Netflix, as well as integrating him into the US market.
The resident of Copenhagen began his career directing documentary films for the UK’s Channel 4 and France’s Canal Plus. He saw advertising as a way to further his vision, and the beauty of his films, along with streaks of humor and quirkiness, have drawn in viewers from around the globe, which has garnered him numerous awards, including at the Clios and Cannes Lions, the latter a place where Tool recently won the Palme d’Or, Cannes' highest production honor.
Aamund loves a good story, and his way of telling it is certainly unique.
“A good story is one that touches people in some way,” said Aamund. “As a storyteller, my mission is to involve the audience and make them interact with the story. Every storytelling exercise should begin by asking, ‘Who is my audience and what is the message I want to share with them?’ and ‘How can I boil that down to a compelling single statement?’”
Aamund chose Tool to work with because he was looking for a well-established company, one that was integrated in the US media arena.
“Somewhere with a strong agency destination and overall a home where my profile would get a special place. After several talks with (managing partner) Oliver Fuselier and (head of sales) Mike Lobikis, it was clear to me that they knew how this new partnership is very likely to succeed, and most importantly they understood what makes me, me. Tool’s commitment to creative development and exploration felt like the best opportunity for me for the future as an artist,” he said.
"We’ve been admirers of Martin’s craft for years, but when we saw his work for San Pellegrino last year, we knew he was a star,” said Fuselier. “His mesmerizing ability to tell a visual story in a cinematic way, and establish deep, meaningful connections with audiences, is unparalleled. We’re very lucky to have him join the team at Tool.”
Aamund eventually wants to make the US his main market, and he’s hoping Tool can help him get there by telling compelling brand stories. Whether or not he uses the traditional 30-second format is yet to be seen, though Aamund thinks those limitations work better for humor campaigns or spots with a surprise effect.
“Spots that are longer seem to allow viewers time to understand, be captivated and persuaded, and empathize with and like the commercial,” he added.
Aamund sees a rosy future for his work and his collaboration with Tool, especially on the live action front.
“The future remains bright for live action. Live action cinematography is integral to informing and enhancing digital storytelling, and the integration of the two has propelled and will continue to push the boundaries of human-centered storytelling,” he concluded.