Tool Grows Innovation And Live Action Rosters, Signing Two New Directors

Tool of North America, a creative production partner to award-winning brands and agencies, announced it has signed two directors across its Innovation and Live Action Rosters. These new signings will work with Tool and its clients to execute top-notch creative work, bringing unique skill sets and expertise to the table.

Tool’s Innovation division has signed Tokyo-based immersive artist, Daito Manabe, to its roster. Manabe is a world-renowned media artist, interactive director, programmer, DJ and executive at Rhizomatiks. Daito is also well known for his experimental brand collaborations. He helped to create the famous Free Run+ campaign for Nike, in which the running shoes were utilized as musical instruments. 

Manabe’s work in design, art, and entertainment takes a new approach to everyday materials and phenomenon. The human body, data, programming, computers, and other phenomena inspire his unique work, which blurs the line between real and virtual. Manabe’s campaign for Honda “Sound of Honda/Aryton Senna 1989” used driving data from the world’s fastest lap, set by Aryton Senna in 1989 qualifying for the Japanese Grand Prix. Manabe and his collaborators used the data to reenact the lap on a track using engine sounds and thousands of LEDs synchronized to Senna’s location, synchronized down to the millisecond. It was a viral sensation that tapped into the emotions and memories of fans and consumers all over the world and won the Titanium Grand Prix in Cannes 2014.
 
“We’ve been huge fans of Daito's work since we worked with him in 2013 on a project for Apple, celebrating the 30th anniversary of the Mac. He’s transcended tech and is one of the few creative technologists who is globally recognized,” said Dustin Callif, Managing Partner at Tool. “What we love about Daito is that he’s not restricted by hardware or software limitations. His team custom creates new platforms based on what has been dreamed up. Beyond opportunities in North America, with the 2020 Olympics happening in Japan, we are excited about how we can support brand activations together.”
 
Manabe appeared in an Apple campaign for his role as one of the premiere artists in the world using Mac technology to further creativity. He has received numerous awards for his work in advertising, design and art, including a Cannes Titanium Grand Prix, D&AD Black Pencil and the Grand Prize at the Japan Media Arts Festival. A prolific collaborator, he has worked closely with a diverse roster of artists, including Ryuichi Sakamoto, Björk, OK GO, Nosaj Thing, Squarepusher, Andrea Battistoni, Mansai Nomura, Perfume and sakanaction. He has also partnered with the Jodrell Bank Center for Astrophysics in Manchester, and the European Organization for Nuclear Research (CERN), the world’s largest particle physics laboratory.

Tool’s Live Action division has also signed Alex Richanbach. Alex will work with Tool and its clients to execute top-notch creative work, bringing his unique skill set and expertise to the table. He will be bringing his experience in feature films and comedy to the Tool team, working on commercials, branded content and long-form production. His most recent work includes directing the Netflix hit film, Ibiza, starring Gillian Jacobs, Vanessa Bayer and Phoebe Robinson. Alex is also well known known for directing the highly successful “Undercover Lyft” campaign, which received over one billion media impressions. Alex first began his comedy career on Will Ferrell’s comedy hit, Step Brothers, where he assisted director Adam McKay. He also has over 100 Funny or Die spots to his credit, which include features such as We Are Young, and Throwing Shade for TVLand. He also directed Julia Roberts in her European Calzedonia campaign, and has directed spots with, Kevin Hart, Ice Cube, Demi Lovato, Dwayne Wade, Shaquille O’Neal and DJ Khaled. He is currently developing his third feature, which he is writing and directing, with Gary Sanchez Productions.
 
"We’re excited for Alex to join our roster. His exceptional talent and experience within comedy as a successful feature director will be an all-important element for Tool and our clients. Alex has worked with such a wonderful and diverse range of people and brands, and we’re excited to be able to offer his comedic gifts to Tool’s clients,” says Nancy Hacohen, Managing Director of Live Action at Tool of North America, adding, “We’re a company that strives to make great content and support our directors’ visions and passions. I’m looking forward to collaborating with Alex and bring our clients his unique comedic edge.”