"I was very close to finishing law school in Argentina, when I dropped out and went to the University of Cataluà±a in Spain to study filmmaking," begins director Lemon, who has just signed with VILLAINS for exclusive US spot representation. "As I didn't have the money to pay tuition, I found the best way was to crash the university gate and go to the library each day – weekends included – from 10am-2am. I spent a year watching four movies a day, reading books, and shooting when I could."
Indeed, masquerading as a film student proved the shortest route to a very real career as a filmmaker. Five years later – after stints in production including working as an AD to directing duo Peluca – Lemon is a director himself, shooting more than thirty spots last year, for Rebolucion, and winning a Silver Lion at Cannes and the Gran Prix at San Sebastian among other honors, for an Impulse campaign co-directed with Armando Bo. shots counted Lemon among seven Best New Directors in its annual Evolution showcase; 'boards named him a Director to Watch.

Known primarily for humor (the Impulse work turns classic movie romance on its ear to great comic effect), Lemon's reel includes spots for Aiwa, Coke Zero – and, in a departue for the spot helmer – a visually driven ad for cosmetics client Rexona.

"Lemon is the prime example of what we're creating at VILLAINS," says Executive Producer Nancy Osborne of the director, who rounds out a company roster comprised of Mona El Mansouri, David Johnson, Erik Moe, and Basil Schlegel. "We are so happy and honored to be bringing someone like Lemon to the US market."

"After Cannes, I was looking for a US company that had an intimate feel, not a huge impersonal roster," Lemon recalls. "I was aware of VILLAINS and its history, and when Nancy opened a dialogue with me, I saw this was what I had been pursuing, this is the kind of place where everyone knows one another, a place of mutual commitment."