Creative agency and production company BRUCE has launched with a roster of emerging directors from the worlds of fashion, advertising, visual effects, graphic design and music videos.
Seeking to explore creative content in non-traditional ways, BRUCE has been founded by Chris Abitbol, formerly head of music at Wanda, and fashion photographer-turned director Can Evgin, who have drawn rising talent from around the globe to their inaugural roster.
The roster features Evgin himself, styled simply as Can, a fashion photographer who made the leap into music video at Wanda last year. It also includes the LA-based Mezzy, who works with some of the hottest US rap collectives - including Awful Records – and played a huge part in the recently deceased Lil Peep's creative output.
The roster also features Clara Terne, a Stockholm-based 3D animator / visual artist with a particular interest in social media, and who has recently completely a Nike campaign for Scandinavia; there is also Xavier Damase, who worked last year with breakout UK hip-hop artist J Hus for his debut single Did You See.
In addition, there are Berlin-based directors The Apiary, who have worked with UK act Glass Animals and a number of other clients including Aesop, i-D, Bose, etc; and Adem Elahel, who focusses on dark and mysterious graphic work who is currently focussing on curating Instagram accounts for select clients; and finally, Irina Dakeva is a Paris-based director renowned for video for Breakbot, and who recently shot Sky Ferreira for a Paco Rabanne campaign.
Since its launch BRUCE has been working with Vogue, Stones Throw Records, Perth Records, and are creative directing the entire campaign leading up to UK rapper Onoe Caponoe's new LP, with more projects in the pipeline.
"Bruce is champagne, oysters, and an AK47," state Abitbol and Evgin, announcing the company's intention to shake things up in the production world - and bring more non-UK directors into the UK marketplace. "Bruce is social media, music and videos, curation, art, fashion, pop culture – and getting an Uber at 5am. Bruce made out with you in the darkroom in high school. Bruce stole your dad’s car, and drove it into a 7Eleven. Bruce loves you. Let Bruce into your life."