Identity recently added Jeff Labbé, the acclaimed commercial director and former advertising creative, to its directorial roster. Labbé made an immediate impact at Identity, directing a powerful and stylistic long-form piece for Ray-Ban’s Never Hide campaign through Cutwater, San Fransisco. Labbé joins Identity’s growing list of talented directors, adding a unique visual dimension and sensibility to the collective. Owner/EP Joe Masi says, “Jeff is a true talent that has been able to leverage his past life and huge success as a creative into an impressive directorial career. He adds industry savvy and an incredible sense of visual style in telling a story.” Labbé has been able to find success across stylistic, dialogue, and comedic commercial work, carrying an impressive body of work over to Identity.
Jeff was drawn to Identity’s creative environment and the support that Joe Masi gives to every project. Commenting on the move, Labbé notes, “I have known Joe for several years and I really respect his work and the culture he created at Identity. He supports the creative process and consistently delivers quality productions.” Labbé’s impressive run as a director began in 2004 after a stint as one of the most storied and award-winning creatives in the industry. Prior to signing with Identity, Jeff worked with @radicalmedia, contributing to campaigns for clients such as Adidas, Powerbar, Dunkin Donuts, Coke, Island Records, and a major project for MTV/Motorola Worldwide. His advertising accolades at Wieden + Kennedy, TBWA/Chiat/Day, SF and Leo Burnett include work on some of the most recognized and critically acclaimed spots of the time.
Labbé’s first project at Identity, titled Streaker, is a four-minute long-form piece that supports Ray-Ban’s Never Hide campaign. The project came from Chuck McBride at Cutwater and is part of a series of short films that will be virally distributed to establish and support a new culture for Ray Ban customers. Streaker, which was created, written, and directed by Labbé, turns the world of hiding behind material completely inside out. The story, told in a black-and-white style that pays reverence to artistic French filmmaking and cinematography, follows a nude man as he wakes, eats, and moves about his home, building intrigue as he scours for his clothes and glasses. Finally getting dressed, he is launched into an entirely nude outside world with stares, pointing, and onlooker-gawking at his clothed body. Labbé was able to create an intricate never hide message in a subtle, yet effective film to support Ray-Ban’s branding. Commenting on the experimental long-form piece, Labbé notes, “The content medium really gives filmmakers an opportunity to takes some risks in telling a brand’s story. In this format, we were able to add some layered depth, irony, and coolness to the message to better connect with the web-content culture.”
The long-form piece is part of a continued run of major commercial projects for Identity, who also recently completed long-form for Morgan Stanley and Nike. Identity is represented by in-house sales representative Becky Donahue on the east coast, and by independents Marguerite Juliusson and Dana Balkin for the midwest and west coast markets respectively.
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