Creative and technology studio Preymaker has signed Rob Petrie who assumes the wide gamut title of “creative.” He brings 20 years’ experience as an award-winning artist, director and creative director to Preymaker, one of the first 100% cloud native creative studios. Preymaker utilizes an advanced custom cloud-based platform that creates content entirely in the cloud.
Petrie started his career in London, moved to New York and shortly after rose up the ranks to head of 3D and finally creative director at The Mill. He also was on staff at MPC as creative director and freelanced at various studios in both New York and Los Angeles. Work highlights include collaborations with A-list directors on award-winning advertising campaigns such as Sony PlayStation’s “Greatness Awaits” launch, Johnnie Walker’s “Rock Giant” and OFFF Design Festival’s opening title sequence. He also has directed commercials for Ubisoft’s Assassin’s Creed, Bethesda’s Doom and Sega’s Company of Heroes, and led visual experiences and design projects for Lady Gaga, Depeche Mode, Radiohead and Daft Punk. Throughout his career, Petrie has partnered with top agencies including BBH, BBDO, Wieden + Kennedy, Grey New York,and HudsonRouge.
“I joined Preymaker because of the possibilities in technology, real-time platforms and overall creativity,” said Petrie. “Preymaker is in an amazing position to create original content and tap into exciting partnerships in technology. My goal in my new role is to help build what is and will continue to be an amazing and truly collaborative place to work, growing an exemplary culture of creativity and expression and exploring opportunities in many different fields of the arts. I have a long list of ideas in my head that I can’t wait to share with our team.”
Angus Kneale, chief creative at Preymaker, shared, “Rob is an exceptional talent. And talent is Preymaker’s most valuable asset. We are building a future-facing company that can tackle the most complex creative and technical challenges. What makes us unique is the way we leverage technology and our agile creative ability. I have had the opportunity to work with Rob in London, New York and now Los Angeles, and have always found him to be not only an accomplished artist, but a passionate, exceptional creative who can collaborate with anyone. He will be a valuable resource for Preymaker and our clients.”
This past year, Preymaker has had a strong start; they were part of the team that created Grey London’s Volvo “Ultimate Safety Test,” directed by Ivan Zacharias, just honored with a Cannes Silver Lion. Since opening its doors last fall, Preymaker has worked on content for high-profile brands including Lincoln, Comcast Xfinity, Volvo, Macy’s, U.S. Cellular and Army National Guard, and with agencies such as McCann, BBDO, 72andSunny and Johannes Leonardo. The company also has collaborated with directors Peter Thwaites, Kathryn Bigelow, Guy Shelmerdine and Henry-Alex Rubin, among others.
Apple’s “Fuzzy Feelings” Wins Primetime Commercial Emmy Award
Apple’s “Fuzzy Feelings” won the primetime commercial Emmy this evening (9/7) during the first of two Creative Arts Emmy Awards ceremonies being held this weekend in the Peacock Theater at LA Live. The yuletide film out of TBWAMedia Arts Lab was directed by Lucia Aniello via Hungry Man in tandem with stop-motion animator Anna Mantzaris of Passion Pictures.
“Fuzzy Feelings” introduces us to an office worker by day and stop-motion artist by night. As an employee, she works for a boss whom she’s grown to hate. So at night, her stop-motion creations put him in dire straits. The young woman makes her stop-motion fare by deploying the iPhone 15 Pro camera and a MacBook Air with M2 to edit it. However, when the woman's day job takes a turn and she starts to see her boss in another light, so too do her stop-motion endeavors as we see the value of working towards a kinder world, and what better time to start than during the holiday season?
Director Aniello is no stranger to the Emmy proceedings. As creator of the HBO Max series Hacks, she has won two Emmys (writing and directing) as well as a DGA Award. This year she is nominated for three more Emmys on the strength of Hacks--Outstanding Comedy Series as well as writing and directing for a comedy series.
This marks the second straight year that an Apple film has won the coveted primetime commercial Emmy. Back in January 2024, Apple’s “The Greatest,” directed by Kim Gehrig of Somesuch, came away with the Emmy.
This time around, “Fuzzy Feelings” topped a field of nominated commercials consisting of: Apple’s “Album Cover” from Apple’s in-house creatives and directed by David Shane of O Positive; Uber One | Uber Eats’ “Best Friends,” also... Read More