Guillermo del Toro to Direct Commercials Through Motion Theory

Commercial production company Motion Theory announces that filmmaker Guillermo del Toro will be helming commercials as the newest director on the Motion Theory roster.

Del Toro joins a slate of creative talent that includes Mathew Cullen, Grady Hall, Jesus de Francisco, Mark Kudsi, Kaan Atilla, Chris Riehl, Syyn Labs and Christopher Leone. This news follows the launch in December of Mirada, a new creative studio designed for storytellers co-founded by del Toro, cinematographer Guillermo Navarro, director Mathew Cullen and executive producer Javier Jimenez. Mirada is a sister company to Motion Theory, and operates as a unique entity: part concept and design studio, part visual effects and animation, and part creative development company.

Said del Toro, “When we were laying the groundwork for Mirada in late 2009, it was always with the intent that I would eventually explore the storytelling medium of the commercial. I’m passionate about transmedia and have dedicated myself to becoming fluent in the language of videogames, book publishing and animation, and advertising is an extension of this narrative field. I am also dedicated to nurturing up-and-coming filmmakers, so in addition to taking on commercial projects, I look forward to providing creative mentorship to current and future Motion Theory directors.”

Motion Theory, which recently celebrated 10 years in the advertising and music video business, has grown from a small boutique operation to a bustling production company. Recent projects from Motion Theory directors include Absolut “Absolut Night” directed by Mark Kudsi, Audi “Footsteps” directed by Mathew Cullen, and Target spots directed by Chris Riehl.

Said Jimenez, “Guillermo embodies the type of forward thinker that is representative of Motion Theory’s directing talent. He’s someone who pushes the envelope conceptually and aesthetically, and uses inventive approaches to tell stories. We’re thrilled to introduce Guillermo to the advertising world.”

Guillermo del Toro is a director, producer, screenwriter, novelist and designer who has created memorable stories and characters for feature film, novels and other forms of media. Among his directing credits are the acclaimed film “Pan’s Labyrinth” and the “Hellboy” franchise, and his many producing credits include “Biutiful” and “Don't Be Afraid of the Dark.” Born in Mexico, he is known for his rich imagination, fantastical visual style and affinity for monsters.

Motion Theory also announces new US sales representation. Dana Balkin of Resource LA will represent the company on the West Coast, David Wagner in the Midwest, and Andy Arkin of BLAH! blah? (Blah...) on the East Coast.