Tool Signs Director Win Bates For Spots, Branded Content
Win Bates
  • SANTA MONICA, Calif.
  • --

Win Bates--who directed this year’s primetime Emmy-nominated Monica Lewinsky anti-bullying PSA, “In Real Life”--has joined Tool of North America’s live-action roster for spots and branded content in the U.S. Tool marks his first career production company roost for exclusive representation. Bates had previously been directing as a freelancer. In fact he freelance helmed “In Real Life” via BBDO Studios for agency BBDO New York.

The Lewinsky PSA served as a powerful exploration of cyberbullying by recasting the issue and asking the question: “If this behavior is unacceptable in real life, why is it so normal online?”  The hidden camera film portrays people publicly acting out real online comments to illustrate that at the receiving end of every comment is a real person--a fact all too easy to forget in today’s Internet culture.  While the bullies and the recipients of denigrating talk are actors, those who intervene to stop the bullying are real people, which gives a life-affirming positive tone to the work. 

“In Real Life” not only garnered the Emmy nod but also earned Bates a slot in this year’s Saatchi & Saatchi New Directors Showcase, curated by Ridley Scott. Bates’ work has been honored at the Emmys, Cannes, ANDYs, D&AD, The One Show, the AICP Show, Clios and the Communication Arts Advertising Annual 58.

Based in L.A. and NY, Bates specializes in comedy and emotional storytelling. His work spans such brands as Burger King, 7-Eleven, Nike, Jordan Brand, Kids Foot Locker, Lexus, VW, Subaru, Pedigree and Motorola. 

Nancy Hacohen, managing director at Tool, assessed, “Win’s ability to craft genuine stories with elements of sympathy and humor is something all of our clients will appreciate.”

Bates said, “I love comedy, and making people laugh. But I also really enjoy telling emotional stories with a powerful message. Tool was a perfect fit for me, because they are known for everything from comedy to documentary to AR/VR. I know that they will help me to grow as a filmmaker and storyteller, and I am excited to push the boundaries together in the coming months.”


Client Monica Lewinsky/Anti-Bullying Agency BBDO New York David Lubars, chief creative officer, global; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kothlar, executive creative directors; Bianca Guimaraes, associate creative director/art director; Roberto Danino, associate creative director/copywriter; David Rolfe, head of integrated production; Angela Narloch, executive producer; Rani Zarina Vaz, head of music production. Production BBDO Studios Win Bates, director; Michael Gentile, BBDO Studios lead; AJ Rowe, BBDO Studios manager; Persis Koch, exec producer. Editorial Work Editorial Adam Witten, editor; Jamie Perritt, producer. Color & Finish The Mill Fergus McCall, Corey Brown, colorists; Kyle Zemborain, 2D assist; Luis Martin, producer. Audio Post Heard City Dan Flosdorf, mixer; Gloria Pitagorsky, exec producer. Music Human Andy Bloch, composer/creative lead; James Dean Wells, exec producer.


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