IOC - Become The Light
I Will What I Want
Body and Soul
Built To Take On The World
Rose From The Concrete
Canadian director Jaron Albertin is a celebrated talent in the video and commercial world for his high concept story telling and natural ability to capture tone in such a beautiful, nuanced, and cinematic way. Born and raised in Vancouver, Albertin began his career in filmmaking as an editor and effects artist before he broke onto the directing scene with innovative music videos for artists like Emily Haines, Death From Above 1979, Mew, and Circlesquare; allowing him to truly showcase and hone his unique voice.
It wasn’t long before Albertin’s fresh style took on the advertising world. His technically ambitious and visually captivating music videos piqued the interest of Diesel, which tapped him for the Dream commercial in 2004. He followed that with the Adidas Surprise commercial for Climacool and soon made it onto the Boards’ Directors To Watch List of 2006.
Albertin joined Smuggler in 2008 and immediately directed the widely celebrated Guitar Hero World Tour viral sensation Bike Hero for Droga5. The clever and meticulously executed spot quickly made its way into every corner of the internet, becoming the number one viewed video online for three straight days.
Albertin followed with Nike’s The Light for Wieden + Kennedy Portland, a spot Shots Magazine described as “leaving a haunting, lingering feeling of excitement and uncertainty.” The Light was honored at the 2010 AICP Show in the Low Budget category. He followed with a Lee Jeans commercial for Ogilvy & Mather Shanghai and then directed a Puma campaign with Droga5. His enthralling Future Flame spot for Coca Cola features 19 year old British actor Thomas Turgoose running with a flaming torch through rural and urban Britain, celebrating the 2012 summer Olympics.
Recent notable campaigns for Albertin include Body & Soul, a nostalgic journey for Viper, which garnered a Cannes Film Craft Lion and two honors at the AICP show. He followed with the heart warming Allstate ‘We Still Climb’ with Leo Burnett, which observes the different ways that life drives our goals and ambitions, our preferences and our passions.
Albertin has continued to challenge himself with meticulous, visually stunning work; directing a commercial for Sony and McCann London featuring 8 million flower petals erupting from a volcano in Costa Rica, signifying all the pixels contained in Sony’s 4K TV sets. He then teamed up with Anomaly NY to turn our world ‘Upside Down’ in a new spot for Converse which was shortlisted at the 2014 AICP Show. In collaboration with Droga5, he directed supermodel Gisele Bündchen in her spokeswoman debut for Under Armour. This powerful commercial showcases how Gisele is able to tune out all social media critic’s tweets and insults on her athleticism and keep on punching. The spot won the Cyber Grand Prix award at Cannes 2015. A highlight for Albertin’s 2015 slate includes the remarkable Powerade spot Rose from the Concrete. The spot, featuring a voiceover by the late rapper Tupac Shakur, quickly reached over 7 million hits on YouTube.
Albertin has just finished his first feature film, Weightless, co-written by BAFTA and Tony winning writer/playwright Enda Walsh (ONCE, Hunger).