Directorial Duo Mad Ruffian Joins Tool For First Foray Into U.S. Market
Christopher Watson-Wood (l) and Amanda Jones, a.k.a. Mad Ruffian
  • SANTA MONICA, Calif.
  • --

Tool of North America has added Mad Ruffian, a directing duo consisting of Christopher Watson-Wood and Amanda Jones, to its content roster. 

Mad Ruffian is known for highly visual storytelling, in-house VFX, clever transitions, and tongue-in-cheek attitude. The duo has directed spots for Reese’s, Jack Daniel’s, Tesco, Panda Express, and Fujifilm’s Instax camera. Most notably, their U.K. PSA for M&C Saatchi London tackling texting while driving attained global success and aired on the Today Show. With their own successful production company and post house in London, Mad Ruffian now brings their talents to U.S. clients for the first time with Tool.

Both Watson-Wood and Jones participate in industry events and programs and have served as jurors for the UK’s most esteemed industry award shows including D&AD “Film Craft,” UKMVAs and the Shark Awards. 

“Christopher and Amanda have an outstanding ability to combine great visual storytelling with top-level animation and visual effects. Their work is emotional and thrilling, and their unique styling and attention to detail helps give brands an instant visual identity,” said Nancy Hacohen, Tool’s managing director. 

“Joining Tool is a huge win for us,” read a joint statement from Mad Ruffian. “After cutting our teeth on the mean streets of London as an independent one-stop-shop, it’s been essential for us that we find the perfect fit for our big debut in the States. Tool’s pulse on technology and powerhouse of talent--both behind the scenes and on the roster--makes us proper chuffed. We can’t wait to start making great stuff together!”


Client FIA Foundation, UK road safety, and AA Charitable Trust for Road Safety and the Environment Agency M&C Saatchi, London Matt Collier, Wayne Robinson creative directors. Production Mad Ruffian, London Christopher Watson-Wood, Amanda Jones, directors; James Medcraft, DP. Postproduction/VFX Ruffian Post, London Christopher Watson-Wood, head of VFX; Amanda Jones, postproduction producer; Toby Williams-Ellis, lead CG artist (Houdini). Casting Plaster Cast, London Music Clearance Music Business Affairs Gillian Miller. Song: “I’ll Be Home For Christmas” performed by Bing Crosby. Music Publishing: Universal Music Enterprises


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