- LOS ANGELES
Tool of North America has added director Na Frenette to its content roster. She will help the company continue to concept, create and execute notable ad projects for brands and ad agencies.
Hailing from Seoul, South Korea, Frenette began her career as a documentarian reporting on social issues in Korea. In years since, she has brought her cinematic style to experiential art exhibits like Detroit’s Flower House and some of the biggest names in automotive, including Ford, Chevrolet, and GM. In her work, Frenette integrates her experience in the Korean, Canadian and American production industries to construct emotive, human-centric campaigns. Her approach focuses on structure and mood to build relatable characters that showcase the emotional heart of a story. Prior to joining Tool, Frenette was with Hello Future.
Nancy Hacohen, managing director at Tool, said of Frenette “Her global perspective, compelling use of character development and striking visual style will be an asset to clients as they aim to capture consumer attention in an increasingly crowded media environment. Tool has always thrived on amplifying diverse voices and connecting top directorial talent with brands and agencies, and we know that Na will help our team continue to uphold these high standards.”
Frenette related, “Tool is known for bringing some of the industry’s most celebrated stories to life, and I’m excited to help the team continue its legacy, Everyone at Tool has welcomed my style and voice and I’m stoked to jump in and collaborate with the team.”