Tool North America Signs Directing Duo Mad Ruffian

Tool of North America has announced the addition of Mad Ruffian, a directing duo comprising of Christopher Watson-Wood and Amanda Jones, to its content roster. The duo is known for their highly visual storytelling, in-house VFX, clever transitions, and tongue-in-cheek attitude. They have directed spots for Reese’s, Jack Daniels, Tesco, Panda Express, and Fujifilm’s Instax camera. Most notably, their PSA for texting while driving was met with global success and aired on the Today Show.

With their own successful production company and post house in London, Mad Ruffian now brings their talents to US clients for the first time with Tool. Both Watson-Wood and Jones participate in industry events and programs and have served as jurors for the UK’s most esteemed industry award shows including D&AD 'Film Craft,' Shots Awards, UKMVAs and the Shark Awards.

“Christopher and Amanda have an outstanding ability to combine great visual storytelling with top-level animation and visual effects. Their work is emotional and thrilling, and their unique styling and attention to detail helps give brands an instant visual identity,” said Nancy Hacohen, Managing Director. “Tool is thrilled to have Mad Ruffian join our expanding roster of talented directors and storytellers.”

“Joining Tool is a huge win for us,” said Mad Ruffian. “After cutting our teeth on the mean streets of London as an independent one-stop-shop, it's been essential for us that we find the perfect fit for our big debut in the states! Tool’s pulse on technology and powerhouse of talent - both behind the scenes and on the roster - makes us proper chuffed. We can't wait to start making great stuff together!”