Toronto promo production house Revolver has entered into an agreement with New York's Mission Entertainment that will see internationally renown fashion photographer and commercial director Mario Sorrenti directing music videos exclusively through Revolver.

"It's sort of a joint project with Mission," says Revolver executive producer Jannie McInnes of the deal. "They don't do music videos worldwide."

Mission represents Sorrenti for commercials and began to look for a music video partnership when he expressed interest in directing music videos.

"Mission knew of Revolver's work," says McInnes of the joint venture, "and we were obviously really interested in Mario."Sorrenti began his career as a photographer shooting for such brands as Dolce & Gabbana, Calvin Klein, Iceberg-Jeans, GAP, Benneton, Anne Klein and Yves Saint Laurent, as well as editorial spreads for Italian Vogue, Harper's Bazaar, The Face, George and W Magazine to name a few.

On the moving pictures front, he has directed fashion-heavy commercials for Benetton, Paco Rabanne, Martell, fragrances Presence, Poeme and CK's Escape and Obsession, including the breathy black and white spots featuring supermodel Kate Moss. Sorrenti has also helmed promos for PJ Harvey, Delamitri and Des'ree.

Though this is the first time that Revolver has shared representation of a director, helping a photographer build a promo career is not a first. "Revolver's ability to facilitate a video career for Mario is like Floria [Sigismondi's], who began as a photographer," says McInnes. "Noble [Jones] began as a commercial director and Kathi [Prosser] began as a computer graphics designer (who contributed to the Moby DVD, created by Crush, Toronto, which is nominated for a Grammy) and commercial director," continues McInnes, citing directors on the Revolver roster who have come from other creative media. "We're excited!"

The Revolver roster consists of: Javier Aguilera, Ulf Buddensieck, Robert Cuffley, Mark Cutler, Tryan George, Mark Hesselink, Noble Jones, Ante Kovac, Andrew MacNaughtan, L. Mann, Micah Meisner, Christopher Mills, Benno Nelson, Kathi Prosser, Jef Renfroe, Floria Sigismondi, Mario Sorrenti and Curtis Wehrfritz.

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