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Director Nagi Noda passes away

An original voice and vision, silenced at 33

Nagi Noda, one of the most original young visionaries in art, music video and advetising, died this week, producers at Partizan have confirmed. As a pop artist, designer and director, Noda's work put a cool pop spin on the Japanese cuteness culture known as "kawaii", and spanned art direction, music videos, short films, commercials, product design and a toy line called Hanpanda.

She died on Sept. 7 from complications related to a car accident that occurred last year from which she never fully recovered. She was 33.

"She passed away in her Mark Ryden dress, Chanel boots, perfect make-up with Viktor & Rolfe black-lace eye lashes surrounded by friends and family," Partizan US CEO/EP Sheila Stepanek said in a statement. "Beyond being a brilliant artist and wonderful talent, Nagi was one of the most incredibly unique spirits that I have known. She will be deeply missed by everyone at Partizan, not only for her creative inspiration, but also as a friend. Our thoughts and prayers are with her family and friends."

A weirdly charming and intricately-detailed music video first brought Noda to the global ad world's attention. In 2005, then-Mother, London creative Kim Gehrig saw her "Sentimental Journey" video for J-pop singer Yuki and spent three months tracking her down to direct what would become one of Coca-Cola's most memorable ads, "What Goes Around".

In 2006, she signed with Partizan and completed memorable videos for Tiga and the Scissor Sisters. Dedicated YouTube watchers will remember her "FITNESS VIDEO for being appraised as an EX-FAT GIRL" starring the poodle-human host Mariko Takahashi.

More recently, she created a line of curious looking "Hair Hats", directed a music video for Australian pop band Cut Copy and helmed an LG spot for BBH, New York.

"It's extremely important that the actors really understand my style because subtle expressions and reactions are the spice of my work," Noda told Boards in 2005. In describing her creative process, she outlined three simple steps: "A little change; a little bit more change; and a little bit more change again. I check all the production processes until the day I hand off my work. I try to make my work perfect every time, but I don't fulfill my goal. If I ever did, I think that would mean the end of my creativity as a director."

To view Nagi Noda's work, head to the screening room.

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May 2010

Our May 2010 issue features a roundtable of directors, agency execs and production company EPs discussing the dire lack of women behind the camera on commercial shoots, our annual list of the year's top spot helmers, the story behind Philips' "Parallel Lines" shorts and more.



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