Canadian director Tamir Moscovici has joined L.A.-based Untitled Inc. for U.S. representation.
The signing comes on the heels of Moscovici’s success at the Cannes Lions where his spot spearheading the controversial Moms Demand Action campaign, "Not Allowed," earned major kudos. The overall campaign received four Gold Lions, four Silvers and a Bronze Lion. Produced by Spy Films in Toronto, which represents Moscovici internationally, the ad challenges grocery store chain Kroger to change its policies regarding the carrying of firearms in its stores. Conceived by Grey Toronto, the :60 shows customers being informed they cannot be in a grocery store with certain items–a skateboard in the case of a young man traversing the aisles; a water gun for a boy sitting in a shopping cart; and a dog brought in by a woman who is told her pet potentially compromises food safety. Meanwhile a man is able to walk through the store with a gun strapped to his back.
Also via Spy Films, Moscovici’s “Hockey Heaven” for Molson Canadian beer took home Gold (Social Media) and Silver (Events) Clios this year. In 2014 his KAZ–Pushing the Virtual Divide, a feature film about Kazunori Yamauchi (the architect of Sony PlayStation’s Gran Turismo’s video game) won Gold for Branded Entertainment at the London International Awards and Gold for Best Long Format at the Game Marketing Awards. And in 2012-’13, his documentary short Urban Outlaw was honored at eight festivals and shows.
Most recently Moscovici directed an Air Canada spot which just debuted, demonstrating his affinity for storytelling from a deeply personal perspective. His next campaign for P&G fabric softener Lenor will launch in Europe. Featuring the extraordinary story of blind fashion designer Sergey Ermakov, the spot will bring a tear to even the most hardened eye while raising dozens of questions, for which viewers will want to find answers.
Moscovici is currently working on an unorthodox campaign for McDonald’s using all first-person GoPro footage. “It’s not your usual run of tabletop product shots,” said Moscovici. “We’ve focused on the customer’s real life experience instead.”
Moscovici graduated from Montreal’s Concordia University with a degree in fine arts. Since 1995, he has directed documentaries, commercials, music videos and films. Filmmaking has taken him around the world in pursuit of storytelling.
The director said that several factors drew him to Untitled for the American ad market, including company founder Jim Evans who “is both creatively and strategically committed to developing my body of work in the same way Spy Films in Canada has built my career to date.”
Moscovici joins Untitled Inc.’s roster of talent, which includes: director Geoffrey Barish; directors/DP The Cronenweths; director Rachel Harms; director Steph Green; director Grant Heslov; director/editor Glenn Martin; director Jillian Martin; director Adam Massey; director Peter Rodger; director/producer/creator Adam Reed; and directing team Jess + Jing.
