Bayer: "I needed a change."

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Sam Bayer's search for a new production company has ended. RSA announced yesterday that Bayer -- who has been talking to production companies about a move since February, after nearly a decade with HSI -- has joined its commercials and music video roster. "I'm very excited about it," the director says. "I have absolutely nothing bad to say about HSI. It's a great company but I needed a change in my life. I think every director wants to grow and, maybe to a degree, changing companies makes a statement to the industry. I'm not only changing who represents me, but possibly the type of work I'd like to do."

Bayer has proven himself many times over as an action director with high-octane spectaculars for clients like Nissan and Mountain Dew (including the just-launched "Animated" for the latter, his last out of HSI), but he says the change may give him the opportunity to revisit skills that originally made his reputation. The former painter first broke out as a visualist by shooting the legendary Nirvana "Smells Like Teen Spirit" video as well as moving portraiture for Nike. "Sometimes change might mean doing things I've actually done before but that I just forgot I knew how to do," he reflects.

The move also positions Bayer to pursue his features career, which he's been cultivating over the last few years, with a number of projects in development. "I think this is a perfect place for him to be for that too," says RSA president Jules Daly. "We're also going to aid his film career. Ridley and Tony are fans in terms of helping him make that transition." (Ann-Christine Diaz)

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