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Mary-Sue Masson Joins Dark Energy


The multifaceted, creative talent behind Haribo’s iconic campaigns has signed to Dark Energy’s directing roster

Mary-Sue Masson Joins Dark Energy

Matt Brown comments, ‘we’re very excited to have Mary-Sue join us at Dark Energy. She has a real strength in casting and comedy dialogue performance that we’re looking forward to showcasing in our collaborations together.’

Her latest work through Quiet Storm, sees the iconic Haribo spots take a different turn, when three adults and a child enter an elevator.  Sharing the gummy sweets, the adults joyfully discuss the treats in children’s voices, before a small child cuts in with an adult voice to discuss the packaging.

Speaking about the renowned confectionary brand, Mary-Sue comments, ‘Haribo has been amazing for me.  I came up with the idea and started developing it with Trevor Robinson in 2014 and it’s now run in so many different languages all over the world.  For it to start out as one TVC and then turn into the campaign it has is phenomenal.’

‘Not only has it helped with brand recall (the original ad for No1 in Nielson’s most recalled ad poll) but it has also helped shift unit and elevate the agency, as well as getting me signed in both America and Canada.’

On signing to Dark Energy, Mary-Sue comments that, ‘Dark Energy do really varied and interesting work.  Their business model really appealed to me and feels very relevant in today’s market.’

Masson has previously written and directed campaigns for HariboYoungs SeafoodNokia, and the BBC, as well as directing projects for Compare the MarketLil-lets and Nestle (to name a few).  She also has a comedy short film in pre-production.

The new Haribo campaign will be aired in Dutch, French and English and is now live in the UK.

For more information about Mary-Sue Masson please contact  or to view here reel click here

Mary-Sue Masson is represented by Dark Energy in the UK, Company Films in the U.S and Sparks in Toronto.

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Dark Energy Films, Wed, 11 Apr 2018 11:15:02 GMT