Identity is pleased to announce the double signing of director Sophie Caretta as well as director, photographer and renowned food shooter Mathilde De L'ecotais. Both women bring an international flair and skill set to the company's existing diverse lineup.
French-born Sophie Caretta is an internationally schooled talent whose scintillating Davidoff Hot Water spot highlights her most recent work. Additional standout commercial efforts include CareerBuilder, Patagonia, and Nature's Pride, all shot in various regions of South America. Prior to joining Identity, her first commercial roost, Caretta directed short films independently.
Mathilde De L’ecotais brings a decade and a half of photojournalism experience to Identity. With recent commercial campaigns for McDonalds, Cote d’Or, and Mà¶venpick, her work has been most recently displayed at a series of high-profile Parisian art galleries. Prior, Mathilde spent five years as a photojournalist and scene photographer in Los Angeles, and some time as a photographer for the Theatre National de Chaillot in Paris.

“Identity’s track record drew me in,” noted Mathilde. “They really market their directors well and defend their work and images. Plus their overall philosophy jives well with my own and they are really tuned into the industry, so I feel as though they can help me seek out the clients that are best suited to my style.”

“Far from reflecting a standardization of advertising films, Identity offers a very diverse approach,” stated Caretta. “They go from storytelling to highly visual, carefully produced films, nourishing their directors’ ambitions and developing their projects. Their emphasis on research, inventiveness, and a high skill level makes Identity a rampart, a refuge, a place where we are constantly reborn, transforming our imagination into advertisements.”

“These are two great directors, both with unique talents – Mathilde is one of the best up-and-coming tabletop directors in the biz, while Sophie has a refreshing visual style and an eye for casting,” said Identity Owner/EP Joe Masi. “Not only do these signings bring two talented women to an all-male cast, but they maintain Identity’s tradition of very visual, very unique and inventive work.”