Production company 1stAveMachine continues to bolster its North American directorial roster with the addition of Jonathan Gurvit, a former senior agency creative who opted for a full-time career behind the camera.
After spending a decade honing his craft on the agency side in the South American market, where he held ECD and Head of Art roles at the likes of renowned shops such as Del Campo Nazca Saatchi & Saatchi and Ogilvy Argentina, Gurvit decided to take a permanent role in the director’s chair in 2011. According to the filmmaker, the transition was rather natural. “As a creative, I was really involved on every project with the production houses and directors,” he explains. “In 2010, I shot my first piece, ‘Hair Conditioner,’ for Santander Bank while still being the ECD of Ogilvy Argentina. After winning my first Cannes Lions as a director for that project, I felt in my guts that I really could do it myself.”
Gurvit’s initial Cannes Lion was just one of 18 won by the creative-turned-director, who also earned awards at major shows including D&AD, CLIO, New York Festival and One Show and worked with top-tier brands such as Coca-Cola, Unilever and Procter & Gamble during his career. Having been comfortably behind the camera for a few years, Gurvit has now found an ideal production partner in 1stAveMachine, which he has been following and in communication with since moving to directing. “One of the things that attracted me to 1stAve is that they think like a production house but in a more modern, versatile way,” he says. “With every project, they touch on experimentation, art and design mixed with technology and science. It’s inspiring and an amazing space to create different and unique things, and that’s one of my main targets.”
According to partner/EP Sam Penfield, Gurvit’s sense of humor, compassion and diverse nature won their hearts. “His mixed media work is extremely technical while still being warm and engaging” Penfield notes. “I like that his sense of humor isn’t harsh or biting, but rather celebrates the human spirit. Furthermore, Jonathan is an adventurer, a perfectionist, and truly loves a challenge– that makes him a perfect fit for 1stAveMachine.”
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About 1stAveMachine:
1stAveMachine is a mixed media production company and storytelling outfit. They create video, digital, and experimental content for TV, print, web, and mobile, all with a unified singular vision. They have won numerous awards since their formation, including Gold, Silver, and Bronze Cannes Lions, AICP, One Show, and ANDY awards, and many others. Their work has been featured across the globe and during the Super Bowl, and their division 1stAve Content has been instrumental in pairing the perfect influencers and creators with agencies and brands.