Commercial production company IDENTITY signed new director Jean Baptiste Leonetti. The signing comes on the heels of the completion of his first feature-length film, "Carré Blanc" which was featured at both the Toronto Film Festival and AFI Fest; IDENTITY has already starting bidding commercial projects for him.
Leonetti has been directing commercials in France for the past ten years and is known for his performance-driven, documentary style. He has shot more than 60 commercials for brands that include Canon, Playstation, Coca Cola, Renault, Peugeot, France Telecom and many others. He studied arts, photography and cinema at L'Efet, where he graduated first in his class with honours, and then broke into advertising by directing several spots with French prodco Lapac, Cake and later through his own production company Solair Films. He is currently represented for commercials by IDENTITY both in North America and in Europe.
"We met Jean Baptiste through Stephanie Bruni, a producer that we frequently work with, also a close collaborator of his, and we instantly fell in love with his film," said Joe Masi, Founder, IDENTITY. "There is a beautiful rawness and authenticity to his work; his cinematic visual style is really a perfect fit for us."
"I was looking for a new home base for commercials which I am shooting while working on my next feature film project, and I really liked the approach and focus of IDENTITY," said Leonetti. "They work with a small group of directors whose work Joe really cares about and I'm looking forward to producing more commercial campaigns both in the US and in Europe."