- Wednesday, Jan. 17, 2018
Director Joachim Back has signed with Stink for global representation. He had formerly been handled worldwide by Anonymous Content and Somesuch.
A visual storyteller with a unique sense of humor, Back has turned out lauded work, including directing the Best Short Film Oscar winner in 2010, the darkly satiric The New Tenants produced by his roost at that time, Park Pictures. He is also noted for his commercialmaking with such credits as the charming “Smallest Bar in the World” for Amstel; Citroen’s brilliant “Dog Stretching”; the ugly duckling to “Swan” tale for Audi; the smart Land Rover “7th Wheel”; D&AD winning short films “Big Bear” and “Here’s to Twinkle” for Chivas Regal, and his “Beep” campaign for Viagra which hilariously got around regulations by using the little blue pill to beep out characters talking about its effects.
Back’s joining comes at an expansive time for Stink, with investment in music, film and TV, agency and brand relationships, and growing its global network all planned for 2018.
“Our vision for the future of Stink is based on great talent, moving freely between advertising and entertainment, across geographic and cultural borders, making the most compelling work in the world. Joachim is one of those rare talents,” said James Morris, Stink global CEO.
“It’s important to shoot things that connect with people and challenge their intellect, but allow them to have fun watching at the same time — it is advertising after all,” commented Back. “Unfortunately, many things look the same these days — epic and vignetty — and we need more than just a pretty picture to get people’s attention. An ad doesn’t have to be big to be good, it can be small and fun, but if it is big, it does need a clever idea behind it.”
Regarding his new production company home, Back said, “There is great confidence at Stink. They have a culture that creates the best ideas and the best solutions; creativity is always first and they have their finger on the pulse. And despite all their experience, it still tickles them when a great idea comes in. They’re decent, playful human beings, who like to have fun. It is rare to find all of this in one place these days.”
Back considers himself a New Yorker, having chased his dreams to the city many years ago, but began his career in his native Denmark as a runner on feature films. He soon transitioned into different technical positions — camera, lighting, even post as an assistant editor. Determined to get behind the camera himself, he borrowed some equipment and began shooting his own commercials and spec projects, launching an accomplished filmmaking career.
Back’s most recent work--Renault Scenic’s “Great News” for Publicis Italia--is characteristic of his style, amusingly delivering a serious safety/product message. “Great News” earned SHOOT Top Spot of the Week distinction back in December. In the piece, a driver reacts to unwanted news from his front seat passenger. The passenger notes that he’s going to Vegas with the driver’s ex-wife, that they’re getting married, and that she’s pregnant. Each revelation causes the driver to, respectively, speed up, swerve out of his lane, and then not notice some crossing pedestrians ahead. The safety-first technology of the Renault corrects each of the driver’s miscues. Then the driver strikes back, telling his passenger that he’s going to the wedding with his passenger’s sister. A voiceover relates, “Let life surprise you--not the road.”