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Having worked extensively in South Africa, Europe, and Canada, director Marc Sidelsky secures his first official U.S. representation with Cadence Films. An exciting turn in his career, Sidelsky is looking forward to bringing his vision to projects with the scale and ambition that are unique to the American market.
Sidelsky’s command of unconventional storytelling is on full display in the Silver Clio-winning “Stussy X Nike” film he wrote and directed for sneaker boutique Shelflife. Departing from the tone of most fashion advertising, Sidelsky took a concept-based approach to crafting an engaging, stylish, darkly amusing tale where the clothes are key to the plot. The Vimeo Staff Pick is a complex balancing act; aesthetically striking and playful in a smart, offbeat way.
As to what magnetizes him to the short format, Sidelsky says, “What I find amazing about advertising and music videos is that they draw on experimental film, the abstract and the avant-garde…in the service of connecting with the general public. Commercial campaigns can embrace surrealism, elements of the bizarre that would be considered off-base for mainstream film and TV…audiences love brand communication that is atypical and a little subversive – it gives them a rewarding tingle.”
He’s found his home at Cadence, where Sidelsky says, “There’s nothing middle of the road about the executions across the board. I felt a kinship with the strong aesthetic vein running through the Cadence roster…and even though my work leans into a comedic lane – for me it felt like a very comfortable fit.”
Sidelsky’s work brilliantly straddles genres, from the exceptional design and deadpan visual comedy of his KFC Nuggets commercial to the electric coming of age narrative he crafted for Canadian band Dearly Beloved’s “Close Encounters,” which won Best Music Video at Ciclope Africa in 2020.
Born in Toronto to South African parents, Sidelsky graduated from the acclaimed AFDA Institute in Johannesburg then began to work as a creative researcher at a commercial production company. Two months into the job, he directed his first spot for Volkswagen, which earned him a Silver Loerie at South Africa’s premier advertising awards. A telling start to his career, shortly afterwards Sidelsky landed on the prestigious Saatchi & Saatchi New Directors Showcase.
“Marc brings an extremely clever, warm, and often hilarious voice to his films,” remarks Lorenzo Ragionieri, President & Executive Producer of Cadence. “His visual storytelling and comedic dialogue work is subtly subversive and always sharply written. The common thread throughout though is a keen eye for art direction and an unmistakable sense of style, which make Marc an obvious fit with the rest of our roster. We're thrilled to bring his unique perspective stateside.”
Keen to make adventurous work with top agencies and brands, Sidelsky describes the match-up with Cadence, “Right off the bat I was taken with Lorenzo’s passion for my work, his insight regarding it, and his belief in me as a filmmaker. A director needs a place where goals, taste, temperament and work ethic align with their own. For me, that place is Cadence.”