Director/cameraman John Mastromonaco has joined the roster at the L.A.-based production company Cultivate Media.
Mastromonaco was most recently with FANCY Content, and prior to that he was a partner in his own bicoastal studio, Argyle Brothers. He’s represented in his native Canada by Untitled Films, Toronto.
Mastromonaco’s work is a deft mix of visually-driven narratives and often stunning cinematography–evidence of his years as one of the most sought-after still photographers in advertising and editorial. His work for brands like Subaru, Tim Horton’s and the RV Industry Association’s “GoRVing” campaign all rely on his ability to humanize situations familiar to us all, like the Subaru Crosstrek owners who let their vehicles romp in the SUV equivalent of a dog park.
Mastromonaco joined Cultivate for a variety of reasons, chief among them how impressed he was by work of its directors. He was also drawn to Mark Thomas, Cultivate’s managing director. He and Thomas were connected through mutual contacts at Untitled in Toronto, and what struck Mastromonaco was the degree of strategic thinking Thomas had applied to his career. “Mark sought me out, and it was clear he’d looked at my work from every direction,” noted Mastromonaco. “He had a detailed plan for how we’re going to go after the marketplace.”
Thomas observed, “What’s most interesting about John is that, while his inherent talent lies within emotional storytelling, the cinematography baseline he brings to his film makes him one of the very few who can direct tremendously compelling stories–often filled with dialogue – and combine that with arresting visuals. That makes him the rarest of the rare: a true director/cameraman, with effective skills and vision enough to handle both sides of that role. Any agency will benefit from his ability to ascertain what he can bring to their concepts to make them genuinely unforgettable. And as you might imagine, there’s a financial benefit to found there as well.”
Mastromonaco would be inclined to agree; he believes that in this “do more with less” era, he can help give agencies and clients an edge. “If ever there was a time when I can make a contribution it’s now, when everybody thinks they have no time and no money,” he explained. “That’s when my experience lets me bring real solutions to the table.”
