Apple Box Productions (ABP) rang in 2002 with two new directors. Saturday morning specialist Christopher Gentile (formerly of LTB Productions) and comedy director Gord McWatters (formerly of SPY Films) both joined the APB roster of Randy Diplock, Fred Frame, Istan Rozumny and Cliff Skelton in late 2001, and will work with the company's Toronto, Edmonton and Vancouver offices.

"Christopher and Gord are both really nice guys," says ABP executive producer JJ Lyons, citing the "no asshole rule" as important criteria for signing new talent. "If you're an asshole, we don't want to work with you or deal with you because life is too short."

Lyons says that Gentile brings with him deep industry expertise. Gentile primarily focuses on kid's advertising, having shot spot for Kool Aid, Maple Leaf, Honey Nut Cheerios, Pressman Toys and game company Tiger. "Christopher great with kids and he's very patient," says Lyons. "He really rounds us out well."

McWatters has directed hilarious spots for the Space Channel, where a deadpan old woman pretends not to know Star Trek while a young man petitions its frequency on the specialty channel; the reveal shows the woman's Klingon-clad, basement-dwelling son. McWatters has also helmed for Maple Leaf, MSN Hotmail, Alliance to Save Energy and Toronto Metro Zoo.