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The Sweet Shop and Mr. Hide

Published on .

Mr. Hide
Mr. Hide
New Zealand-based production company The Sweet Shop has announced Mr. Hide as its latest director signing. Hide (pronounced HEE-day) began in advertising after Dentsu saw his debut Japanese feature A Loose Boy. Soon, the director was creating whimsically surreal spots for clients such as Fujitsu and Nissin noodles.

Mori Seiki
Mori Seiki
The Sweet Shop, with presence in London, Chicago, Shanghai and newly opened offices in Los Angeles and New York, continues its focus on a new global strategy. In October, the production company announced that Steve Dickstein, former Partizan president and founder of Propaganda Films' commercial division, had joined as global president and managing partner.

Fuji-Q amusement park spot
Fuji-Q amusement park spot
At the time, managing director Paul Prince said, "The business plan is an amalgam of the model that Sweet Shop began as it exported talent from Auckland. [It] created a strong global brand, now supported with a partner who's demonstrated equally as strong tactical and strategic past successes."

Dickstein says the new global model efficiencies and platform developed "make the company both commercials and integrated advertising worlds. Recent signings of Mr. Hide, David Gaddie and Bruce St. Clair demonstrate the beacon of creativity that the company has become and makes for one hell of a company reel."

Mr. Hide's second Japanese feature, Donju, is set for release early in 2009.
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