Production affiliations: US - Little Minx / Canada - u n t i t l e d (Jet Films in Quebec)
Years directing: 6
Shoot days in 2001: 35
Geography: Canadian, based in Toronto
Favorite spot: Molson Dry "Taxi"

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Curtis Wehrfritz recently signed with LA boutique Little Minx, now part of RSA Films and is hopeful this will give him the opportunity to take a solid crack at the US market.

"I met a few companies and Little Minx was the smallest, coolest, most interesting and had the most personality," says Wehrfritz. "I've always been really loyal to companies that care about the personality of their work and the directors themselves."

Wehrfritz says talks with Little Minx exec producer Rhea Rupert began in the fall of 2001; he wasn't deterred when Little Minx joined powerhouse RSA Films a short time after their discussions began.

"It is a bonus in the climate because RSA is a big, solid company," says Wehrfritz.

Wehrfritz's latest work includes a spot for Molson Dry for Cossette Montreal. He cites it as a challenging job that turned out well.

"The whole point of it was to create this little back-story of this kid [in a corporate environment] at lunch hour, seeing everyone he is going to become," he says. The subject encounters a slick mover-and-shaker type, a suburbanite, cubicle jockey and a man retiring with little to show for his years besides a plant and the watch.

"There is a lot of back-story that had to happen in a short period of time. It's a complicated idea, but I enjoyed working on it."

Wehrfritz also recently shot a spot for Labatt's through BBDO Toronto, and an ad for the Canadian re-launch of BMW's Mini through Toronto's Taxi Advertising.