At just over three years old, Reset has emerged as one of the industry's heaviest production hitters. Given its founding talent, Oscar-nominated director David Fincher and veteran producer Dave Morrison, that probably comes as no surprise. They're now joined by one of the finest director benches in advertising, including the likes of Oblivion/Tron director Joseph Kosinski, Johnny Green, Guy Ritchie, Johnny Green, Wally Pfister and more.
Mr. Fincher himself went behind the camera for Wieden & Kennedy New York and the Gap's noirish series of black and white ads that invited viewers to "Dress Normal" via cryptic vignettes of cool kids in strange scenarios. Among them -- a aate night putting session at the golf course and a sensual liplock made strange by a woman's obsession with her own reflection.
Johnny Green directed Droga5's dazzling debut for Under Armour Women, the "I Will What I Want" spot starring American Ballet Theater soloist (and now first African American Principal) Misty Copeland. The ad lingered on shots of Ms. Copeland's well-honed physique in action as we hear a girls' V.O. recalling stories of rejection from top ballet schools for being too old or lacking the right body. On a totally different note, he directed Nike's thrilling "Hypervenom" soccer ad starring Neymar Jr. playing on a crazy pitch surrounded by a hall of mirrors.
Celebrated cinematographer Wally Pfister also brought unprecedented reverence to, surprisingly, cruise advertising for Carnival's "Return to the Sea" via BBDO Atlanta, featuring a stirring speech by JFK. He also worked with Apple on films promoting the Apple Watch, "Us" and "Rise."
Johan Renck brought his colorful point of view to a frolicking H&M ad, starring Lady Gaga and Tony Bennett and a drippingly dramatic spot for Johnnie Walker Double Black. And Mr. Kosinski, the go-to guy for sophisticated effects-laden work, created more stunners for Destiny and Assassin's Creed.