It's been a busy week at RSA, with the production house finalizing deals to add high-profile directors Erick Ifergan, Hype Williams and Jim Sonzero to the company's roster. "It's coincidental," RSA managing director Jules Daly assures us, adding that all three deals have been in the works for some time. "It just happened this way."
Visual stylist Ifergan joins RSA from Believe Media, which previously repped him and his company Serial Dreamer. Serial Dreamer will continue to serve as Ifergan's commercial production home under the arrangement with RSA. The director, who specializes in dreamy surrealism, is best known for shooting cars, and more recently, video games. In the latter category, he has shot launch campaigns for both the PlayStation 2 and Nintendo's GameCube.
Williams -- one of the most prolific hip-hop video directors in the business -- abandons his own company, Instinct Productions, to sign on with RSA. Although best known as a video director, Williams recently directed Busta Rhymes in a spot for Mountain Dew, and Daly says he's interested in shooting more spots. His presence on the company's roster will be branded as Hype @ RSA. Sonzero comes to RSA from HSI satellite Venus Entertainment, where he shot the recent "X-Ray Vision" spot for Levi's Dockers, as well as campaigns for Bacardi Silver and Verizon Wireless.
With all the new talent aboard, Daly says it might be some time before RSA announces any more signings. "After this, I think we'll close our doors happily for a while," she says.