Director becomes creative head of production at agencyโs Rabbit Foot venture
Director Jeff Bednarz, formerly of production company Lucky 21, has joined Rabbit Foot–Austin-based ad agency McGarrah Jessee’s new film and production division–as creative head of production.
Rabbit Foot was launched to address challenges presented by shifts in media consumption that demand faster, more prolific content creation. With deep career experience as a director, production company owner and brand collaborator, Bednarz will work closely with McGarrah Jessee’s lead broadcast producer, Meredith Roach, and executive creative director, James Mikus, to forge a new process that allows creative teams to benefit from his directorial vision from the start.
“We’re working with considerably tighter timelines,” related Roach. “Having direct and immediate access to Jeff during the creative concepting stage, for everything from formal briefs to casual in-the-moment brainstorming with creative directors, is a tremendous boon for the agency and our clients.”
Mikus said Bednarz “will bring to bear his considerable talent along with his extensive experience and expertise to the full range of work we’re currently producing. Having that kind of firepower on everything from a documentary film to a national :30 spot to an Instragram post is pretty amazing to think about.”
Bednarz has directed brand campaigns for clients American Airlines, AT&T, BlueCross BlueShield, Budweiser, Michelob, and The Salvation Army. He has collaborated with such agencies as BBDO, DDB, Goodby, Silverstein & Partners, Grey NY, McCann Worldwide, Publicis, The Richards Group, and TM Advertising.
Known for his cinematic, documentary style film, Bednarz turned his attention to football in small-town America in the documentary short titled 6, a 2010 SXSW Film Festival official selection, and captured the spirit and inspirational portraits of the people of Pin Point, Georgia, in the film Take Me To The Water which earned Best Documentary at the 2012 Charleston International Film Festival.
“Storytelling has always been my love and the rapid transformation of media means we have to change to meet clients’ needs. Working in tandem with the conceptual creatives at the origin feels right and it meant starting something new,” Bednarz said. “Creating this partnership is not only an alignment of professional respect and principles; it’s a creative force that will transform client experience and brand stories.”
Bednarz has a long history with McGarrah Jessee, directing campaigns for clients Whataburger, Shiner, Merrick, E4Youth and Frost Bank. “Jeff worked 120 shoot days last year. He’s worked with over 200 global brands,” said Bryan Jessee, co-founder and partner of McGarrah Jessee. “His dedication to his clients is first class. We’re proud to have him as a partner.”
Mark McGarrah, co-founder and partner of McGarrah Jessee, said of Rabbit Foot, “This is a new venture based on a long and respected partnership. From the beginning, our guiding principles for the agency have never wavered: we’ve aspired to create a culture that allows us to work with great people, who we genuinely like and admire, which in turn contributes to creating great work that we all feel proud of. Jeff resolutely embodies these qualities.”
First-Time Feature Directors Make Major Splash At AFI Fest, Generate Oscar Buzz
Two first-time feature directors who are generating Oscar buzz this awards season were front and center this past weekend at AFI Fest in Hollywood. Rachel Morrison, who made history as the first woman nominated for a Best Cinematography Oscar---on the strength of Mudbound in 2018--brought her feature directorial debut, The Fire Inside (Amazon MGM Studios), to the festival on Sunday (10/27), and shared insights into the film during a conversation session immediately following the screening. This came a day after William Goldenberg, an Oscar-winning editor for Argo in 2013, had his initial foray into feature directing, Unstoppable (Amazon MGM Studios), showcased at the AFI proceedings. He too spoke after the screening during a panel discussion. The Fire Inside--which made its world premiere at this yearโs Toronto International Film Festival--tells the story of Claressa โT-Rexโ Shields (portrayed by Ryan Destiny), a Black boxer from Flint, Mich., who trained to become the first woman in U.S. history to win an Olympic Gold Medal in the sport. She achieved this feat--with the help of coach Jason Crutchfield (Brian Tyree Henry)--only to find that her victory at the Summer Games came with relatively little fanfare and no endorsement deals. So much for the hope that the historic accomplishment would be a ticket out of socioeconomic purgatory for Shields and her family. It seemed like yet another setback in a cycle of adversity throughout Shieldsโ life but she persevered, going on to win her second Gold Medal at the next Olympics and becoming a champion for gender equality and equitable pay for women in sports. Shields has served as a source of inspiration for woman athletes worldwide--as well as to the community of... Read More