Tool Signs Floyd Russ to Live Action Roster

Tool today announced it has signed award-winning director Floyd Russ to the integrated production company’s live action roster. Russ has directed documentary and commercial work that has spurred controversy and celebration around the world. Tool’s live action roster, curated by Managing Partner Live Action, Oliver Fuselier, is renowned for pushing the boundaries of innovation.

Russ directed the celebrated “Marriage Market” docu-short earlier this year for P&G’s global skin care brand SK-II, for which he won the Cannes Glass Lion and a Cannes Young Director award at this year’s festival. The film has been viewed nearly 40 million times worldwide. Russ’ work for States United to Prevent Gun Violence, “Unload Your 401k,” won a Titanium and Silver Lion at Cannes, and his short film, “A Piece Of The Bottom,” garnered over 175,000 views in its first month when released by VICE in 2014. Other notable projects in 2016 include the “Voodoo Music Festival” for Toyota, music videos for Lil Silva and Scott McFarnon, and campaigns for Gillette and the National Parks Foundation. Russ’ work has been featured in major international media outlets, including CNN, FOX News, NBC, MSNBC, The Today Show, The Huffington Post and the New York Times.

“Floyd has always been known to challenge social norms and comfort levels, and his bold and often controversial work is truly differentiating,” said Oliver Fuselier, Managing Partner, Live Action at Tool. “If the work I’ve seen from him thus far is any indicator of his future here at Tool, I can’t wait to see what he comes up with next.”

“Like me, Tool not only values the craft of storytelling that makes up every good idea, but they are also at the ever-changing forefront of how media and technology are used to tell those stories most effectively,” said Russ. “I'm very honoured to be a part of such a talented roster with such great diversity and history.”

The announcement follows the company’s recent signing of directors Danielle Levitt and Martin Aamund.