Richard Yelland creates first spot for Right Brain Media

Right Brain Media has signed director Richard Yelland for exclusive US spot representation. Yelland has already wrapped his first project for the company, a PSA for the Life Rolls On Foundation (LRO), a non-profit 501(c)3 Foundation that exists to be a grassroots resource and an advocate on behalf of young people who have sustained a spinal cord injury (SCI).

"Pool," which will debut on Fuel TV this month, tells the semi-biographical story of Darwin Holmes, a wheelchair-bound athlete who finds himself poolside, staring, one imagines, into the watery abyss, contemplating the physical limitations imposed by his condition. Instead Holmes rolls his chair over the edge and into the pool – which turns out to be empty. Holmes uses his skill, dexterity, and ferocity, as he skates the pool in his wheelchair.

According to Yelland, the script was conceived before he was aware of Holmes, and the director was surprised to learn that in the wake of his SCI this man had contemplated suicide while watching his friends skateboarding. He actually did drop into the pool – and survived. "Darwin was very exacting in his stunt work, as good as any pro, but he's also a victim of a sustained injury that could have been avoided," said Yelland. "As such, he brings a lot of raw energy, power and personality to the project." The director pointed out that even one who could potentially do wheelchair stunts in a pool would likely not be capable of performing with the precision necessary to accomplish this spot.

Holmes could. "In addition to Darwin's magnificent contribution, we had support across the board, from the vendors to the crew, to the music, and producer, Kris Eber, who spent two weeks climbing back yard fences looking for a pool," Yelland related.

The sound track to "Pool" is a song entitled, "Saeglópur", donated by internationally renowned recording artists, Sigur Rós –a band that traditionally does not license its songs for use in commercials. "We were excited and grateful to have Sigur Rós involved as their music really strikes at the emotional core of the spot," said Yelland.

The project came to Yelland through LRO, on whose board he sits. "While searching for a cure, conveying the real life of people with SCI is important," he noted. "I'm inspired by the life-changing experience of being involved with organizations like LRO and improving the lives of people with SCI injuries in the immediate term. These people don't need to be perceived as disabled. Darwin Holmes and (LRO founder and former pro-surfer) Jesse Billauer are more productive than many of the able-bodied community."

"We're extremely proud of this project, and are equally excited to be working with Richard," said Right Brain Owner/EP Stuart Wilson. "As an advertising agency creative, Richard brings with him an acute understanding of the creative process, as well as a great deal of marketing knowledge. His approach to advertising, coupled with his strong comedy dialogue sensibility, makes Richard a fresh and welcome addition to Right Brain's roster." For Yelland's part, this initial project reinforces the positive first impression Wilson and his company made.

Yelland is currently shooting his second spot project with Right Brain Media, a Lego campaign via Curtis Birch/Venice, featuring platinum-selling recording artists, The All-American Rejects.