LOS ANGELES—Madheart has signed director Joshua Traywick for exclusive
national representation. The agreement marks Traywick’s first formal
affiliation with a commercial production company. The director’s latest work, a
Mother’s Day ad for Hallmark, breaks nationally this month.
Madheart
executive producer Lisa Phillips praised Traywick as a natural storyteller
whose skills show a maturity and polish rare in a young director. “Joshua’s
talent is obvious,” Phillips says. “His work is genuine and shows a deep
empathy for his characters that is very powerful.”
“I
am also impressed with his ability to work with major brands and develop
content that is strategically on point without feeling contrived,” Phillips
adds. “He has great potential.”
Joshua Traywick

Traywick,
who received his training at USC Film School and worked in production at
Anonymous Content, has directed projects for Reebok, Match.com and Hallmark.
The latter, developed through Mofilm, a producer of original content for
television, online and mobile, reveals a simple, but emotionally nuanced story
of a working-class mother and daughter, shot in a documentary style.
“My
concept was to have the character of the daughter read the card in the voiceover,”
recalls Traywick. “The marketing team at Hallmark Cards loved the idea. I made
a rough cut and it tested well across the board, especially with millennials. I
saw the project through the editing process and Hallmark was thrilled with the
result. It will be part of their national Mother’s Day campaign.”
Traywick
has directed two spots for Reebok, both produced through Mofilm. One focuses on
a paralyzed surfer who heads an organization that teaches people with spinal
cord injuries to surf. The second spot features cancer survivors taking part in
a 39-mile Avon Walk for Breast Cancer event. “The piece has a slow emotional
build,” explains Traywick. “It focuses, not on the big event, but rather on
small, intimate stories. It was important to show the walkers’ emotional
struggle to complete the journey as well as their triumph in crossing the
finish line.”
Traywick
considered offers from several production companies before selecting Madheart
for its boutique structure and Phillips’ career-building strategy. “I respect
the work of the other directors on the roster and I like Lisa’s ideas for
helping me grow as a director,” he says. “The commercial market is changing,
creating new opportunities for directors. At Madheart, I believe we will
capture those opportunities while also exploring mainstream avenues.”
Madheart
is based in Los Angeles. For further information, call 310-421-4441or visit http://www.madheart.com/.  The company is
represented on the West Coast by Mark Andrews (andrewsmark@mac.com), in
the Midwest by Hot Betty (cat@hot-betty.com),
on the East Coast by Dana Dubay (dana@dubay.tv)
and in the Southeast by Sarah Lange
(sarahLange@cox.net).
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