Continuing to broaden the scope of its creative roster, bi-coastal production company The Joneses has signed award-winning director Allen Martinez for exclusive U.S. representation for commercials. Martinez, whose recent work includes spots for Coca-Cola out of TBWA Moscow, and Brahma Beer, an international spot for Advanta and McGarry Bowen, is known as a gifted storyteller with a seductive sense of humor. A lengthy acting background has also made him very skillful in directing talent.
Martinez has recently been busy shepherding his short film, Intelligence, around the film festival circuit. A political thriller starring Milo Ventimiglia (from NBC’s Heroes), the film has won a string of awards, including a Gold Audience Award at Sundance Center. The film also won for Best Dramatic Short at the Silverlake Film Festival in Los Angeles and for Best Film at the Libertas Film Festival in Croatia.

Martinez, who has recently been considering several long-form film projects, described his experience in narrative filmmaking as very rewarding and said that he expects it to benefit his work in advertising. “All of that informs my work in commercials,” he said. “Agencies appreciate a cinematic feel and directors who go for the brass ring and aspire to push the visuals to the next level.”

Mel Gragido, executive producer of The Joneses, said that he is a longtime admirer of Martinez’ work and was impressed with his versatility and polish as a filmmaker. “He is a great storyteller with a distinct and original style,” Gragido said. “A great addition to our roster.”

For his part, Martinez said he thought The Joneses was a good fit for him because of its national reach and commitment to its directors’ long-term career growth. “I’ve followed The Joneses over the years and have always been impressed with their work and their roster,” he said. “Mel has a very professional outlook and looked at my work with a fresh view and that is very important.”

Apartment, Martinez’ spot for Coke, is a good example of the unconventional way he constructs stories. The spot offers a cutaway view of an apartment building, and seamlessly reveals, in brief vignettes, the dramas being acted out within each unit, all revolving around Coke.

“I try to find a way to tell a story without being clichà© or obvious,” he said. “I like to come at it from a different and totally unexpected direction, because that’s how you make it fresh.”

Martinez launched his career with A Band Apart shortly after graduating from Art Center College of Design in Pasadena. He also worked through Tate & Partners for several years and, most recently, with Motel Films. He is the recipient of several advertising awards, including an AICP Award for a spot promoting Ugly Duckling Car Sales.