atSwim Signs Director Chris Applebaum
Director Extends Representation With Prod Co. To Include US.
Bicoastal production company atSwim has extended representation of director Chris Applebaum to include the US. Previously, Applebaum had been represented by the production company for spots and branding work in Europe. The announcement was made by atSwim Executive Producers David Schiavone and Michael Appel. Applebaum is best known for his iconic fashion and beauty work in spots for Bud Light, Carl’s Jr., Pizza Hut and music video work for such artists as Demi Lovato and Rihanna.
atSwim for Applebaum
Two things agency creatives need to know about Chris,” says Schiavone. “Chris makes everyone look great. Whether it’s Miley Cyrus in a music video or a Head and Shoulders spot featuring Sofia Vergara, he always makes the talent look killer. Second, Chris is an uber-prepared director. The man does his homework, nobody brings it more on set."
The ‘Baum
For his part, Applebaum feels atSwim is a great fit on both continents. “My studio and workload have grown considerably, so it makes sense to centralize everything. David (Schiavone) and atSwim really get me, sees the bigger picture, so I can be supported both in the US and abroad. I’ve known my UK rep, Kate Elson, for years and love her. So atSwim feels very comfortable and natural for me, almost if I created a commercial company myself, without doing all the executive work. Some things stay the same. I still mop the floors in the studio and still write my own treatments. Everything else is different.”
A Real Beauty
Applebaum splits his career into three chapters. Applebaum 1.0 was his start in music videos work; Hip Hop, Alternative and Pop Female. Applebaum 2.0 was about being a beauty commercial director, developing techniques to make women look absolutely perfect using post-heavy techniques. It was at this time that Applebaum directed his iconic ads for Carl’s Jr. Applebaum 3.0 is Social Media Applebaum and what social media has wrought. “The rise of social media, selfies and the like has lead me to strip down my own processes,” says Applebaum. “Authenticity is about something pure, uncontrived, real and tactile. It’s critical to embrace this paradigm shift in the creation of imagery.”
Applebaum believes social media has led to a sophisticated worldwide culture. “I noticed that the waiter in Prague has the same haircut as the hipsters at Cafe Gratitude in Los Angeles,” he says. “Kids in Istanbul look just as cool as the kids in London, not a year later, but simultaneously.”
“Connoisseur of Surface”
Even though Applebaum spent years perfecting an approach to beauty, he constantly updates his definition. “Beauty to me is about personality and a unique POV that looks at things beyond the surface,” he says. “I’m a connoisseur of surface and have a meticulous attention to detail. But what makes a person beautiful? Beauty to me is about evoking a feeling that’s captivating and memorable. Proliferation of natural light inspired by social media has created a demand for natural beauty. Amateurs might not be skilled in studio lighting or Photoshop, so blemishes and imperfections are the new norm.”
LA as Fashion Epicenter
“I truly believe LA is emerging as the new world epicenter of beauty and fashion,” adds Applebaum. “All the tech companies are here. All the social media influencers are in L.A. There are tons of cosmetic, hair and apparel companies either based or moving to L.A. While NY, London, Paris and Milan will always set the bar for fashion, LA has a laid back, accessible feel. There is a friendliness and fun factor here that the world is connecting with.”
