Bicoastal Sinners and Saints–the multidisciplinary studio overseen by managing director/executive producer Heather Heller, and partners/EPs Yann Henric and Thomas Carroll–has added Apple Pie Tabletop to its roster for branded content. Known for its food and beverage content creation, Apple Pie comprises the husband-and-wife team of director/DP Gene Dubin and director/art director Alisa Volodina. In addition to representation, the move expands Apple Pie’s production capabilities through the combination of its centrally located full-service studio in New York and a newly established mobile studio in Los Angeles. Apple Pie recently teamed with Sinners and Saints on a Wienerschnitzel project created by Innocean.
“We believe that our dual studio strategy positions us uniquely in the competitive landscape of food and beverage storytelling,” said Heller. “By blending the artistry of the New York studio with the flexibility of our Los Angeles location, we can tailor our productions to meet the unique demands of each project, regardless of geography.”
“Working with Sinners and Saints in the demanding field of tabletop was an absolute pleasure,” shared Apple Pie Tabletop in a joint statement. “Warm welcome, unwavering support and dedication–everything a director can ask for. The entire experience was both enjoyable and rewarding. We will not miss an opportunity to collaborate with them again.”
“The first thing you notice is that Apple Pie has beautiful work,” Heller observed. “Having worked with them, I can say that Gene and Alisa are extremely meticulous and detail-oriented; their combination of talent and agility appeals to agencies and clients.” Also appealing to Heller is Apple Pie Tabletop’s brisk international business. “They shoot a lot internationally and have the contacts in Eastern Europe to be competitive there,” she said.
Dubin’s decade of product and tabletop commercial experience is complemented by Volodina’s 20 years of creative experience on the advertising agency side, working for Young & Rubicam, BBDO, and Grey Worldwide. Apple Pie Tabletop routinely includes a photo shoot alongside the filming process, providing stylistic unity across campaign platforms, and maintaining an organic, in-camera approach wherever possible. This is in line with Apple Pie’s practice of including testing within the filmmaking process to optimize the client’s budget. “We prefer to address challenges using artistic means, rather than through engineering tools,” the duo added. “Without any artificial gloss, we show products in rather impressionistic, but always in a natural manner. We like to tell stories while finding additional meanings in the most ordinary, keeping within the subject’s context and environment.”
Apple Pie Tabletop is continually exploring new strategies to enhance production capabilities and streamline processes for their clients, which include Burger King, Lay’s, Lipton, Pepsico, and Unilever.
Sinners and Saints has expanded its business beyond luxury and celebrity content to encompass mainstream advertising and content for the U.S. market. “We are eager to connect with talented creatives and innovative partners to push the boundaries of food and beverage storytelling,” Heller concluded.
Apple Pie Tabletop joins a Sinners and Saints roster comprising directors Remy Cayuela, Julien Rocher, Jessy Terrero, Adrien Galo, Steve Pink, Arnaud Deroudilhe, Ivo Wejgaard, Lado Kvataniya, and Jean Claude Thibaut. Prior to joining Sinners and Saints, the duo of Dubin and Volodina had been repped through their Apple Pie Tabletop Studio.
