David Zander notes that business-wise, '03 was something of an unpredictable roller coast ride. "We've been charting the business since at least '98, and the business seems to have followed a general curve and a consistent pattern, but this year was kind of different. It didn't have the same changes as the years before. We'd have two strong months with good creative going on, and then in a traditionally big month, it would be dead quiet. It kind of bounced around and you didn't know what was going to happen next."
Despite the stops and starts, the reel hardly suffered. Many argue quality over quantity, but MJZ succeeded in simultaneously delivering both, thanks to impressive efforts from the spectrum of its directors. Notable contributions came from Rocky Morton and Craig Gillespie, whose comedic edges only seem to sharpen over time. Gillespie delivered memorably offbeat performances for Washington Mutual and Citibank as Morton relentlessly brought on the laughs for the BBC, Starbucks, Honda and continuing work for Chocolate Milk.
Perhaps a testament to the shop's overall strength, the Propaganda wavemakers didn't factor in as heavily as they did in 2002, although their efforts did weigh on the outcome. Dante Ariola remained a prominent player, bringing eerie beauty to Hotjobs' "Dreamers" and the utterly compelling "Idle Thumbs" for Virgin Mobile, one of the best spots on the reel. We would have liked to see more from Grand Prix-winner Spike Jonze, who peeked in just once, with a well-executed soccer iteration of the Freestyle phenomenon for Nike Latin America. Kuntz and Maguire dipped in while on hiatus for The Onion movie, following runaway luggage for VISA and contributing some chuckles for Playstation and Sega. Others to note include Victor Garcia, who performed a stunning "Bucket Ballet" for SBC and Sean Thonson, who combined visual talent and wit for Corona. Annabel Jankel also intrigued with an anti-bullying PSA and Marcus Nispel uncovered the dark side we always knew was lurking in the Snuggle Bear.
As for the most recent additions, Fredrik Bond (see p. 49) brought considerable heft and dimension to the shop's output via HP's "Il Postino," an outstanding component of our Campaign of the Year, and in Miller's fresh approach to beer-verts, featuring human domino acrobatics. MJZ filled out even more with the addition of Nicolai Fuglsig, who yielded a Land Rover beaut showcasing the animal instincts of the car's drivers. The shop seems prepped to carry on boldly in 2004, with the signing of Matthijs Van Heijningen, who thrilled Cannes audiences with Peugeot's "Sculptor" but has yet to contribute to the MJZ library.
While the work merits high creative marks, the company itself remains arguably the best-run machine in the business, and agencies and directors alike have long attested that its muscle is not just director-deep. Y&R/Chicago executive producer Matt Bijarchi, who worked with MJZ on the Miller "Dominoes" spot, notes, "They have the best talent, but they also have the best producers. They take it very seriously without calling attention to themselves, which is refreshing. The top-of-the-line production is a matter of fact. It goes without saying that you feel the weight of David Zander and all the people that work with him. It's not solely run by him, but he's not afraid to get involved in the day to day of what gets done. If he can lend his weight to a project, he will." Director Bond has similar observations: "It's a very efficient, extremely tight organization, maybe sometimes too tight. It's extremely well-oiled and all the people working there are in the loop of what's going on. It's not about showing off, there are no red carpets or exclusive champagne every Friday afternoon. There's no bullshit. It's just about the work." Which explains why the shop, growth spurts and all, seems to have lasting power, one of the reasons Bond joined in the first place. "Ever since I started directing, I'd always seen MJZ around," the director observes. "New companies would appear on the showreel shelves, but MJZ's logo was always there. If I was in Budapest or Paris or the Ukraine, there was always an MJZ showreel. That was really impressive to me."