Effervescent Brazilian director Joao Daniel Tikhomiroff has won a total of 38 Lions in Cannes, including 11 Golds, and remains the festival's second most awarded director, after Joe Pytka. He has been directing commercials and only commercials for nearly 30 years and is the founder and director of Jodaf, one of the top production companies in Latin America. Tikhomiroff shoots at a frenetic pace, mainly for the Brazilian market, although he is indeed interested in working more in the U.S. and the U.K. This year he has 24 entries in Cannes, where, he notes, "The current trend is to make commercials that look more like feature films than commercials. However, I try to avoid fads and each script inspires me to find the accurate language to tell it in the most effective way - even if it needs to look like a commercial again." Above is a frame from "Mobile Stadium," for the Sky satellite service.
Louis Ng, The Film Factory, Hong Kong
After training as an illustrator and graphic designer, Louis Ng worked his way up the production company ranks from runner to assistant director. He worked as an agency producer before turning to directing in 1980, and he co-founded the Film Factory with Lester Wong three years later. Ng is universally regarded as Asia's best director and he has won countless awards, although he's very dismissive of their relevance. "I don't care about awards, as they are for globalization," he says somewhat cryptically. Although he works mainly in Hong Kong and China for clients such as Hong Kong Bank, and Marlboro, he is repped by New York's Dcode in the U.S. Ng denies that he is attracted to commercials for their own sake. What he is interested in is what he calls "the game. I enjoy the mind game we play with ads," he says. "Trying to understand how the consumer's mind works is the secret. If you get it right, you win. Simple." Above is a frame from a Carlsberg beer spot, titled "UFO."