Director Lionel Coleman has joined Superlounge for exclusive U.S. spot representation. His commercialmaking runs the gamut, from tender moments (Huggies’ “No Baby Unhugged” campaign via Ogilvy), to powerful messages (Children’s Cancer Association/CCA’s “Dear Cancer”) and broad visual humor (LasVegas.com’s “Distraction Curtain” via R&R Partners). Coleman has cultivated a quiver-full of arrows in production: his most recent project is a three-spot package for Barrow Neuro Institute via R&R Partners, which he directed, lensed and edited.
Coleman’s point of view has been shaped by a unique trajectory, beginning with years spent as a cameraman at CBS News. His assignments took him around the world, covering conflicts, natural disasters and more. The experience left Coleman longing for a career in entertainment, possibly as a feature DP. He moved to LA, but was recruited by Nike in Portland. There, he began shooting in-house docs, and a pilot for The Just do It Hour. Nike also opened the door for Coleman to direct spots in-house. That led to his being signed by production company Visitor, and he quickly realized the key to his success as a director would be rooted in diversity. “You survive by being a chameleon,” he said, “so I expanded into sports, cars, healthcare, and so forth.”
Coleman’s clientele in the branded arena grew to include adidas, Ford, Gatorade, Walmart, and Wilson Tennis. At one point, he recalled, “I wanted (DP) Matthew Libatique for a job and he wasn’t available. I thought, ‘I started out as a cameraman, I’ll shoot this one.’ That led me to be unafraid of shifting gears, it allowed me to dream.” As a director who could shoot and edit when necessary, Coleman was free to pursue great creative, regardless of challenging budgets. He also learned that versatility is the sister of reinvention. Coleman’s beginnings at CBS News are now bookended by his acceptance into that network’s diversity program, where he is pursuing opportunities in episodic TV, shadowing directors of NCIS: New Orleans, F.B.I. and God Friended Me.
“Lionel is versatile, agile and inspired,” said executive producer Vicki Williams, who presides over Superlounge alongside EP Dave Farrell. “He has a unique grasp of what it means to be human. He brings that not only to his work, but to his ability to collaborate.”
“I was getting used to being on my own, but the people and philosophy of Superlounge won me over,” said Coleman. “Dave’s take on the production company model, and the team’s commitment to creative, are synergistic with my point of few as a filmmaker.”
Coleman comes aboard a Superlounge directorial roster which includes Jordan Brady, Greg Popp, Russell Bates, Ben Giroux, Jeannette Godoy and John Poliquin.
