Los Angeles, March 21st, 2003: Randy Roberts recently conceived of and directed a theatrical promo trailer produced entirely pro-bono for KCRW, the leading NPR station in Southern California. In the :60 which started playing in theaters this month, international performers & musicians are the central pillars of a tower of fantastic proportions, demonstrating the spirit of diversity and cooperation, and exemplifying the station’s wide audience reach, all captured in Roberts’ groundbreaking visual style.

“We had no idea what he meant when he said he was going to do a promo for us," says KCRW exec Gregg Lewis. "You get down there, it’s like you know the Hollywood studio type place. Open up the door, there’s about 200 people sitting there in costumes, dance suits, and the big stage set. [Not to the mention the elephants and pianos hanging from the ceiling.] And I thought, my god these people are really serious."

Roberts selected the project “for the creative satisfaction” through his long time association with Rhythm & Hues, calling for volunteers from throughout SoCal both in front of and behind the camera.

Currently, Roberts is posting The Big Idea for Bombay Sapphire, (Margeotes Feritta Partners, New York), the result of a world-wide call for submissions. The client/agency was looking for concepts to explore "a new way to talk about a brand, to create a spot free of most of the restraints usually associated with product advertising."

Roberts’ concept was one of two selected from a group of ten finalists. Combined with his recent work on the KCRW promo, Roberts is quickly establishing himself as a formidable presence directing short subject, story-driven entertainment vehicles for brand enhancement, a.k.a. Advertainment.

Long accustomed to pushing boundaries in new media, Roberts brought computer graphics to commercials in the ‘80’s with Sexy Robot, Panasonic Glider, and other mediums, i.e. the pioneering short film High Fidelity. He has made a career in live action melding his passion for fine arts and popular music, and now, with these two projects, is poised for a whole new set of opportunities.

Roberts is excited about the possibilities in advertainment: "It’s opened up a whole new world of storytelling."