Montreal-based director Didier Charette has signed with Quriosity Productions, his first representation deal with a U.S.-based production company.
“I’ve been fortunate to build a career as a director in Canada, working with some incredible brands and telling stories that connect with people,” said Charette. “I’ve directed commercials that aired during the Super Bowl there, but I’ve always been drawn to the energy, scale, and creative ambition of the US market. There’s a unique opportunity here to collaborate with new agencies, brands, and creatives who are willing to take bold risks–and that excites me a lot!”
Charette is joining the Quriosity roster after having completed two productions for them in the last few months, both for BarkleyOKRP and their Premier Protein client.
Charette launched his directing career while juggling the roles of director, producer, and host for the Canadian music TV show, “BRBR,” which earned him his Gémeaux Award nomination, which are presented to outstanding TV programs broadcast in French.
This taste of production led him into directing documentaries and music videos, including several collabs with the Canadian rapper Loud and his first Best Director nomination at the 2017 Much Music Video Awards. Charette has gone on to direct over 30 music videos, as well as commercials and short films. In the advertising space, he’s shot spots for such brands as Coca-Cola, McDonald’s, A&W, Keurig and Tourism Montreal, the latter starring Montreal native William Shatner.
The first Premier Protein spot Charette directed, “Join the Party,” is a UCG-inspired romp that positions the brand’s protein-rich products as centerpieces in humorous, fast-paced vignettes built around charismatic and authentic user generated-style performances. It taps a series of innovative visual transitions, upbeat music and beautiful product shots to drive home a message of fun and enthusiasm. The follow up, “Indulgence,” is a lighthearted take on the brand’s more richly satisfying Indulgence line, positioning the product as a treat to be savored while also delivering a nutritious protein boost. Both spots broke in the U.S. earlier this year.
Charette says he was attracted to Quriosity by the organic way their relationship came together. “It all started with a phone call, like all great stories, right?” he recounted. “They’d seen a Coca-Cola commercial I directed, and had a client looking for something in that vein. We pitched, we won, and next thing I knew, we were in beautiful Vancouver, shooting with robots and iPhones. We ended up making not one, but two totally different spots for Premier Protein.”
For “Join The Party,” the biggest challenge was figuring out the equipment to shoot the UGC-inspired video,” explained Quriosity exec producer Mark Conley. “Didier determined that the best way to achieve this look was to shoot it on an actual iPhone Pro16.” The production team employed a variety of stabilizers, dollies, jib arms and the mini-motion control unit called the Slim Rig to nail the shots, particularly the pour shots of the product. “Didier and his director of photography, J.P. Bernier, planned out every move to really make this spot incredible,” Conley summed up.
While the follow-up spot has a more traditional look, Conley noted, it still presented a complicated challenge owing to the intercutting between performance scenes and product shots. “We brought in the tabletop specialist Etienne Proulx to collaborate with us on this spot,” the EP said. “He’s a genius when it comes to liquids and pours.”
Quriosity founder and EP Qadree Holmes said Charette is going to make an immediate impact for the company’s agency and brand clients. “Didier is an amazing artist. He is always thinking strategically with style and transitions, and his work is so fun and fast moving. On the jobs we’ve done together, he plans every move editorially so that every scene is shot with purpose to the final cut. Even his edits are strategically thought out, so they add to the storytelling that’s taking place on screen. We’re very excited to have him, as we feel he’s a perfect fit for where the U.S. market is heading right now.”
Charette said, “My goal with Qadree, Mark and their team is to continue pushing the boundaries of storytelling in advertising, blending humor, cinematic visuals, and a strong human connection. I see this as an opportunity to not just expand my reach, but to bring a fresh perspective to American audiences.”
