The Next Wave: Happy, Smuggler

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They could have called themselves "Twisted," given the bizarre campaign this team recently helmed for TBWA/London and Sony. They feature unlikely gamers like a motherly woman and a scrawny-looking lass who suddenly turn sinister, menacing the viewer with threats of annihilation. The Smuggler-based gang appeared this year in Cannes at Saatchi's New Directors' Showcase, with an anti-smoking spot in which a smoker literally coughs up his lung to see it scuttle to freedom. Since then they've continued their work on Rugged Land Publishing, leaving Oprah in the dust when it comes to inspired reading. One spot features a construction worker fixated on his thriller even as he's falling off a ladder and nursing his wounds. Arguably the most closely watched directing collective since Traktor, Happy is comprised of Guy Shelmerdine, a former Cliff Freeman creative; Richard Farmer, a onetime Ground Zero producer; Mackenzie Cutler editor Lucas Spaulding; and London-based art director/production designer Tom Wales.
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