and Tool Birth an unusual ‘MAMMA’S’ DAY E-CARD to Celebrate the Premiere of Isabella Rossellini’s ‘MAMMAS’ on Sundance Channel this Mother’s Day

New York, May 9, 2013 – This Mother’s Day, leave the flowers and Hallmark cards to the traditionalists, and give your Mom a gift she deserves. commissioned Tool and interactive director James Cooper for Mamma’s Day Cards – a tablet-optimized HTML5 experience and video series that puts a wicked twist on the usual Mother’s Day pleasantries.  It’s not a Mother’s Day card; it’s a Mamma’s Day card – an e-card that celebrates all the unusual types of moms in the world.  Users select the ‘Mother’ which most resembles their own, and can opt to send the corresponding video as a quirky Mother’s Day e-card.

The Mammas e-card finds its inspiration from Isabella Rossellini’s latest short film series “Mammas,” which premieres on on Mother’s Day, Sunday, May 12.  After showing the world the unconventional mating and scandalous sex lives of animals in her Webby-award winning, internationally acclaimed short film series “Green Porno” and “Green Porno Seduce Me,” Isabella Rossellini returns to Sundance Channel and sets her provocative lens on creatures’ rites of passage into motherhood.

Featuring fantastical costumes and weirdly delightful enactments, the actress writes, directs and slips into the role of animal mother in nine episodes of “Mammas,” playing non-traditional creatures and the different ways their maternal instinct is put into action in nature.  From cuckoos who willingly hand their young to another mother to fiercely loving wasps who bury animals alive for baby food, Isabella’s entertaining and educational portrayals will show varying ways mothers provide for their offspring.

“Mammas” is written and directed by Isabella Rossellini and produced by Patrice Haddad and Claire Marquet in association with Sundance Channel.

Mamma’s Day Cards is the latest in a line of Tool-Sundance collaborations, which include the FWA Award-winning site for Sundance’s first wholly-owned scripted drama series Rectify.



Client: Sundance Channel
Title: “Mamma’s Day Cards from Isabella Rosselini”
Launch Date: May 2013

Digital Prod. Co.: Tool
Interactive Director: James Cooper
EPs: Dustin Callif, Brian Latt, Oliver Fuselier

About Tool:

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.

About Sundance Channel:

Sundance Channel is the destination for What’s Next, Now. Showcasing both today’s creative icons and the emerging talent of tomorrow, Sundance Channel tells bold stories with a fresh point of view. In addition to award winning films, Sundance Channel is home to daring new original programming. Launched in 1996 and owned and operated by AMC Networks Inc., Sundance Channel provides perspectives dedicated to founder Robert Redford’s mission to celebrate creativity.