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In the fast-paced world of advertising, brands only have a few seconds to capture a potential customer’s attention. In this landscape, Picture North has become the go-to production company for campaigns that leave a lasting impression.
Picture North’s collaborations with McDonald’s, Nike, and United go far beyond commercial campaigns; they are cinematic experiences.
Picture North is a full-service production company based in Chicago and Los Angeles with a strong international presence. It was founded in 2008 by Martin Rodahl, who is also a director on the company’s roster. Since Picture North was formed, Rodahl has signed more producers and directors to the company’s roster, expanding the company with a unique approach.
In the commercial world, directors are heavily involved in shaping the creative process during pre-production and production. However, they are not always invited to the editing booths to oversee post-production.
Picture North’s previous Head of Production, Matt Bobbitt, explains how Rodahl had a different vision:
“Directors are still part of the post-production process so that their vision is really being built out and shown. And it’s done a lot of wonders for our clients and our repeat business because they love that style of approach.”
Revamping post-production workflows is just one example of how Picture North strives to push boundaries. Its directors also have a history of experimenting with and implementing new technologies to supercharge their production workflow (more on this below!).
Today, Picture North is a trusted name in the commercial production industry. With a diverse roster of directors and commitment to production value, the company produces a wide range of projects each year.
One of Picture North’s strengths is its international presence. The company’s executive producers and directors hail from different parts of the world, allowing them to be both local and global in their approach. Its portfolio ranges from flashy international campaigns to intimate, personal stories.
Let’s explore the talented directors behind Picture North’s most captivating projects.
First on the list is the company’s founder, Martin Rodahl.
In the leadup to the 2020 NFL season, Rodahl directed a 30-second spot for BioSteel featuring Patrick Mahomes. It depicts Mahomes working out for the upcoming season and drinking BioSteel as part of his recovery. The fast-paced editing and dynamic cinematography make for a high-energy spot bound to hype fans for the upcoming football season.
That same year, he also directed a commercial for Ol Malo, a luxury Kenyan safari experience. Picture North’s commitment to storytelling is on full display as the montage sequence, grounded by a dramatic monologue, highlights the beautiful landscapes and culture of Ol Malo.
Rodahl's use of aerial cinematography, seamless transitions, and sound design evoke the sense of adventure that Ol Malo promises.
Picture North is known for pushing the boundaries of commercial production. Director José M. Norton is leading the charge by experimenting with new production workflows. With a strong background in VFX, Norton is known for infusing cutting-edge technology with raw emotion in his work.
A prime example is his Lunar New Year spot for McDonald’s, created in partnership with influencer Karen X Cheng. By leveraging a virtual production workflow, the commercial was shot in an entirely 3D digital environment, which was made possible by implementing Neural Radiance Fields (NeRF) technology.
Picture North and Norton also collaborated on a spot for Playboy Fragrances. Once again, Norton’s post-production mastery is on full display, featuring mind-boggling VFX transitions and camera work.
Both of Norton’s commercials illustrate the importance of Picture North’s commitment to the editorial phase. His ability to oversee the creative from ideation to final cut ensures the vision is fully realized.
Next on our list is British director Nate Camponi, who recently directed a commercial for US Foods. The creative concept of the spot cleverly draws inspiration from the acclaimed TV show, The Bear. The spot is set in a bustling kitchen and features handheld cinematography, rapid editing, and grungy sound design, emulating the unique style of the show.
Picture North and Nate Camponi also collaborated on a Goodyear tires commercial, which features a car racing through a frozen tundra. The contrast between the close-up shots of the tires and the drone footage of the car showcases Goodyear tires’ durability in the harsh yet breathtaking terrain.
This spot also highlights Picture North’s versatility and ability to execute cinematic commercials all over the world due to its strong network of production partners.
Oliva Curry directed one of Picture North’s most recent commercials for BOXRAW, the boxing apparel brand. The spot masterfully conveys every fighter's sense of isolation during training camp. Curry, a professional boxer herself, delivers a raw and passionate commercial that is bound to resonate with its target audience.
In 2023, Curry also directed a 30-second spot for CEFCU, featuring NFL star Kendrick Green. The Illinois-based credit union’s commercial offers a glimpse into a typical training session for the Houston Texans guard. Employing a mixed-media approach, Curry creates a documentary-esque spot that feels authentic.
Curry’s role at Picture North extends far beyond directing. She also played a pivotal role as an editor, helping shape the company’s post-production workflow during its early years.
Picture North’s dedication to quality has been a major driving force behind its rapid growth. However, this level of growth introduced significant challenges, particularly in the company's payroll operations.
Bobbitt recalls how their previous payroll provider wouldn’t respond for 48 hours—and when they did, they had miscalculations.
Payroll issues can be catastrophic for a company like Picture North, which simultaneously produces multiple projects. Delays and errors directly impact the production team’s ability to deliver projects on time and on budget.
Picture North turned to Wrapbook to solve its payroll and accounting inefficiencies. Wrapbook’s all-in-one digital platform eliminates the need for physical paperwork, allowing producers to work faster and smarter.
Once they made the switch, the results were immediate. With Wrapbook, Bobbit explains:
“[It] reduced our production team’s need for work by about 75% when it comes to payroll.”
Picture North consistently delivers high-impact campaigns by embracing new technologies such as Wrapbook and ensuring creative oversight from start to finish.
To learn more about how Wrapbook can help your commercial production, explore our Customer Stories. When you’re ready, watch our demo to take the first step to modernizing your production payroll.
At Wrapbook, we pride ourselves on providing outstanding free resources to producers and their crews, but this post is for informational purposes only as of the date above. The content on our website is not intended to provide and should not be relied on for legal, accounting, or tax advice. You should consult with your own legal, accounting, or tax advisors to determine how this general information may apply to your specific circumstances.
Shiv Rajagopal is a filmmaker based out of Hong Kong & Los Angeles. With a background as a producer of indie films, music videos, and commercials, he writes about the entertainment industry at large. He is also the Co-Founder of Forgotten Films, an indie film company with a slate of films revolving around superheroes from the golden age of comics.
