Thoel Joins Sweet Shop, Reset Signs Hashemi, Detchmendy Joins RSA And More

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The Sweet Shop has named Laura Thoel as managing director. Thoel has spent the past eight and a half years at Smuggler where she executive produced for directors Henry Alex Rubin, Jon Watts, Brian Beletic, Guy Shelmerdine, Filip Engstrom, Jun Diaz, Renny Maslow and The Sniper Twins. Prior to joining Smuggler in 2005, she served as head of production for JGF. She started her production career as a coordinator for Epoch Films.

Director Adam Hashemi has joined Reset for commercial representation in North America. His work includes the recent Samsung "Design Your Life" film with Leo Burnett/Chicago, a Nike campaign for Wieden Kennedy Portland, and an Audi spot for Venables Bell/SF. Hashemi, a native of Denmark currently living in Los Angeles, continues to be represented by Blink in the UK, and Bacon in Europe.

Veteran producer Phillip Detchmendy has joined RSA as executive producer. Detchmendy brings 25 years experience in the business to RSA. He began his career in music videos starting in house at the Wolfe company, then moved on to commercials working with directors such as James Gartner. After helping start Omaha Pictures with Diane McArter, Detchmendy joined Satellite Films as the commercial EP. He then joined Tool as managing director. Most recently, Detchmendy helped Claude Letessier start Paranoid US, moved to The Sweet Shop as US executive producer and then helped start Recommended Media with Stephen Dickstein.

Mitchell Elsen, co-founder of Belgian production company TRS, has launched new company RAZR in the US. Its directorial roster includes David Lodge, Felix & Paul, Husein Alicajic, Lucinda Schreiber, No Brain, Scott Otto Anderson, and That Go, whose clients have included Adidas, Canon, Coca Cola, Cirque du Soleil, and Samsung.

MRB Productions has hired Astrid Downs as executive producer for Hollywood, CA-based MRB Productions. Downs was formerly executive producer and head of sales for Bully Pictures. She has 20 years of experience working as a producer, including working with companies such as Digital Kitchen, Gartner and Saville Productions.

Brooklyn-based m ss ng p eces has signed director Bridget Palardy to its roster. She began her career creating videos for Nylon Magazine in New York City, moving on to direct commercials for Nordstroms, Shopbop, Alice + Olivia and Aritzia. Her music videos have been featured on MTV, UK MTV and screened at the LA Film Festival. Her short film OowieWanna, an original musical starring Karen Black, has won Best Short at the Boston Science Fiction and Fantasy Film Festival.

Los Angeles-based Boxer Films has signed Spanish director Mireia Pujol for her first-ever U.S. commercial representation. Pujol, who has helmed campaigns for Dewar's White Label, H&M, Chanel and more, will continue to be represented in Spain and Argentina by Agosto and in Germany by Czar.

Digital production & animation studio Bent Image Lab has appointed Jeff Barnes, co-founder of CafeFX, The Syndicate and past Digital Domain VP, to oversee its new Digital Media Group. Barnes will work with the Bent team to develop creative for media such as cell phones, pads, touch screens and special venue experiences. Barnes' feature credits have included Alice in Wonderland, Harry Potter and the Forbidden Journey, Iron Man, Evan Almighty, Spider-Man 3, Pan's Labyrinth and Sin City.

Framestore has promoted Karl Woolley to creative technologist. In the last year he has been technical supervisor on projects for Samsung's Galaxy S4 launch, the BBC's Comic Relief marathon, Somerset House's Valentino Exhibition and Emirates' Aviation Experience, as well as big corporate events for Unilever.

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