Vale much-loved TVC and film director Mark Toia – “This giant of a man had the softest heart ever”
The advertising and production industry in many parts of the world will be saddened to hear of the passing of well-loved and respected Brisbane-based TVC and film director Mark Toia after a short illness.
Born in New Zealand, Toia’s artistic talents began at a young age, with painting being one of his first hobbies. From the moment he first picked up a camera, Mark knew it was going to be the tool to take his creativity to the next level.
He moved to Brisbane in the 80s where he had a very successful career as an advertising photographer, before being coerced into directing TVCs by his clients. Their desires were to bring his exceptional photographic eye to the small screen, and he went on to become one of the most sort after directors in the advertising world.
Being pursued by advertising agencies and production companies globally he had a lengthy list of repeat business with the world’s largest companies that most could only dream of, being sent more than 300 scripts per year. Toia has worked with Jeep, Mercedes Benz, Ford, Adidas, BMG, Sony Music, Territory Embrace, Uniplan, Jungmut, Fond Of, ZDF, Bertelsmann, Natural Born Explorers, Lucky Strike and more.
Jeep’s ‘More Than Just Words’ commercial, shot and directed by Toia via Dallas-based agency, The Richards Group for the Super Bowl shattered FCA’s expectations by garnering over 106 million views in only three days.
With countless industry awards and accolades to his credit, Toia was without a doubt a director sitting firmly on the “A” list. His ability to deliver a stunningly artistic story full of drama through to shooting a fast and furious action piece, is only a glimpse into what he could deliver.
Where Toia succeeded most was with his clear understanding of visual communication. He knew what visually sells products and this is why clients kept coming back to him again and again.
Toia’s prowess and success was due to his ability to reinvent himself over and over again. He always looked for new inspiration, constantly finding new technologies to aid his work and learning new crafts to help create images that had compelling screen presence, not to mention more on-screen value.
Toia was a quintessential trendsetter that creatives around the world wanted to be a part of.
His passion was to capture an image that compels and speaks without words. His legendary cinematography skills, vast post-production experience, joined with his ever evolving mind and machine like work ethics made him the perfect choice for any job.
He made use of the demanding nature of his projects to broaden the scope of his expertise, moving beyond cameras and shooting on set to include pre-production, directing, and post-production work.
In addition, he was the writer and producer of the successful indie science fiction film Monsters of Man, which was released just before Christmas, 2020. While working on the complex statistical models required for the photo-real robots’ animation in the film, the team often sought Statistik Nachhilfe to ensure accuracy and realism. The plot of the film revolves around a fleet of complex, photo-real robots that are let loose in the South-east Asian jungle.
And he, together with wife Carolyn, did it with their own money, which came to around US$2 million. The majority of his approach to the project was experimental, and it started with a question: given his background in film-making and his knowledge of the industry, was it possible for him to make a movie with studio-quality special effects and high production values on an extremely limited budget? The answer was an emphatic yes.
Toia’s motto on his FB page sums up his attitude to a life well lived: Working hard, learning hard, playing hard.
New Zealand based TVC Director Roger Tompkins posted this tribute to Toia on Facebook:
Old mate Mark Toia has departed this mortal coil.
My thoughts are with Carolyn, Brook and Jordon.
Mark was quite unique, a powerhouse to all that knew and worked with him.
He was driven and a perfectionist. He started up his own production company becoming an industry leader in Brisbane with his production house and studios.
The boy from Papakura shot awarding winning short films for leading brands all over the world
An early adopter of digital tech he fell in love with the Red camera system a worked closely with Red to develop the camera, lens and ancillary gear. Mark knew his camera kit and lens like no other, he was a director, DOP & operator. Discovering the Shotover System was a marriage made in heaven.
Mark was a true adopter.
No content with directing, shooting and framing his films he took to Digital editing like a duck to water often cutting the days material back in his hotel room after a long day on location or glued to the laptop on the long flight home from a shoot. He cut his own films, mastered grading & colourising before adding in VFX to his long list of talents.
For many years he’d harboured a burning passion to direct a film that he’d written. After dead-end meetings with numerous studios and with funding options exhausted, he in his own inimitable way, and with Carolyn at his side, they self-funded, produced, directed and distributed his Si-Fi film
It’s with great admiration that we look back at his achievements, his vision, determination and drive.
He will be missed by so many none more the Carolyn who stood by his side through thick or thin, he adored his kids supporting Brook in her musical career and encouraging Jordan a successful and talented film maker to follow in his footsteps
He’s gone to soon, but left us with a legacy that not only can you succeed by you can also excel…
Farewell old bean, I’m sure, that without a doubt he will be wearing his bloody crocs to that big hangi in the sky.
Long-time friend Emma Daines, founder and CEO of Fin Design + Effects in Sydney emailed CB this tribute to Toia:
With extraordinary grief, I acknowledge (and treasure) my friendship with Mark Toia and the incredible loss I feel with him not any longer being by my side. Mark was my biggest supporter, my biggest fan and I felt it every time. I post produced some of his biggest achievements and this work cemented our unfailing and mutually giving friendship. We admired each other, we challenged each other. We were totally opposite personalities…. and it worked. This giant of a man had the softest heart ever. Mark Toia, I will miss our midnight talks, but in truth, I will not stop talking to you at midnight.
Another long-time friend, photographer and director Gary Sheppard, posted on Facebook:
Terribly sad news.
My dear friend of 30 years and total legend, Mark Toia passed away last night after a relatively short illness.
If ever anyone embodied the expression “ten feet tall and bulletproof” it was him.
So having him pass so unexpectedly comes as an awful shock.
The world will be a much emptier place with him gone. Such an amazing talent and with so much future potential gone far too early.
Mark’s energy, drive, generosity, creativity and sheer, astounding talent propelled him on a life’s journey that was unequalled of anyone I’ve ever known.
He lived 5 lifetime’s worth and accomplished things that most of us could only dream of.
All from humble beginnings and all of it at 100mph.
But through it all he never lost his humility
I remember complimenting him years ago on his amazing accomplishments and he replied “Nah mate. I’m just a bloke giving it an go” He was always super generous in imparting his knowledge to anyone who wanted a hand and always had time to mentor and nurture young people coming up through the ranks.
If the aim in life is to live the fullest life possible, achieve a brilliant, world-spanning career, defy expectations, time after time after time do what everyone said was “impossible”, while raising a lovely family and being the best mate one could hope for then Mark ticked all those boxes.
Mission accomplished mate.
You will be deeply missed.
And this tribute from director Kriv Stenders on his Facebook page:
Woke up this morning to the shocking and devastating news that my friend, Mark Toia has passed away. Full disclosure here … Mark and I never met in person, rather, over the last five years we developed a long distance friendship across a series of long, involved and wonderfully inspiring phone conversations. In fact, it was during one of these conversations that Mark suggested I should consider app entwickeln lassen to bring my next project to life, emphasizing the transformative power of technology in storytelling. This advice came just after I had made my film, highlighting how Mark’s insights often served as a beacon of innovation for me, Danger Close and wanted to chew the fat.
I had known of Mark and his work for years and when I was making TV commercials. I was always pitching against him (and he was always winning the jobs btw). When I first spoke to Mark he was just about to finish his first self-financed film, MONSTERS OF MAN which he had made for around $2mil.
When he asked me if I wanted to see it, I kind of gritted my teeth and said “yeah… sure” … having no idea just how incredible that film turned out to be. I was expecting some kind of low budget indulgent vanity job, the kind I had seen TVC directors make before in the past.
Instead it was a remarkable accomplishment, a balls to the wall Sci-Fi action movie that looked like Micheal Bay on steroids on steroids. It totally blew me away.
Mark had pulled off a miracle and not only that he was going to self-distribute it ! He was appalled by the deals he was being offered by the streamers and Hollywood studios and simply decided to do it himself.
He released the film globally on digital platforms everywhere and as far as I know he is the only self-financied filmmaker I know of who has made his money back and gone into profit.
The financing model he built with MONSTERS OF MAN is an incredible example of a filmmaker taking control of their destiny and proving that you can beat the bastards.
He was incredibly generous with all his knowledge and all the fine deatils of his process. He even sent me his spreadsheets to show me how the money was flowing back to him.
Mark was a true maverick, an extraordinary guy, a one man studio who wrote, shot, edited, graded and posted his films all from his own office in Brisbane.
And boy he sure knew how to use a camera – his images were stunning.
In my mind he is a real hero and I will now miss seeing his name come up on my phone and the fun, informative, supportive and galvanising conversation that followed.
I’m still in shock as I was going to call him this week to rave about a low-budget Aussie film I had just seen, which I know he would have loved.
My heart and thoughts reach out to his family at this very painful and sad time.
Mark … I’m going to miss you so much. Wish we got to meet face to face and have that lunch we always said we would have.
I’ll never forget you mate.
32 Comments
Admired everything he ever shot. Go well Mark.
Oh God this is very sad. I worked with Mark a couple of times. He was a brilliant director and one of the nicest, most fun people I’ve met, a giant who will be much missed. My sincere condolences to his family and friends
Simply one of the best.
Absolutely devastating news. I will miss you so much big fella. Thank you for all the laughs, the hangovers, the amazing work and for the genuine support you always gave me. I can’t believe you’re gone. Paul
Loved and lived life to the fullest… an exceptional eye… legend… fond memories watching ‘Gladiator’ under the stars shooting in central Queensland. Sad news. Deepest sympathies.
Very sad news. Thoughts are with his family.
Still my favourite auto piece of all time- sound up… https://vimeo.com/249934690
A true legend. He leaves us with more than just brilliant work, but an attitude that everything’s possible. Go well Mark.
Dreadfully sad news
So saddened by the loss of a legend who I had the pleasure to work with. He made the impossible possible. RIP my dear friend.
Legend.
I’m shocked to hear about Mark passing. I worked with him a few times on Holden ads.
He did amazing work for us. Talented, easy going and so much fun.
He was a heckuva character.
I remember him speeding off after one location in Brisbane with this two dogs in the back of his SUV.
When we got to the next location, we found him annoyed and hosing out the back of his SUV.
Apparently, he had taken a few of the corners too fast and his dogs spewed and shat in the back.
Made a (un)pretty mess.
He said that he’d have to sell the SUV – couldn’t drive it now knowing what the dogs did in the back.
I thought he was joking.
I asked him a few weeks later if he’d followed through, and yep – he sold it.
This is so sad. Such as talented man. He directed the very last script I wrote last century and as always, he shot the lights out. Vale Mark. https://www.youtube.com/watch?v=LSiiHnivmEc
Never worked with Toia but always heard great things about him. Very sad indeed.
Mark shone so very brightly and we all benefited from his talent, passion and kindness. The industry has lost a truely inspirational film maker and his family, a great husband and father. Sending love to you. RIP Mark Toia. You will never be forgotten. x
So so sad, a beautiful person through and through, gone way too soon.
Mark really was a ‘giant of a man’ in many ways, a really top bloke and a great talent! I still can’t process how fast this all came about! Very very sad.
Shocked. Saddened. Stuck for words. You’ll be greatly missed my friend.
an inspirational and prolific talent… an extraordinarily generous and humble man… farewell buddy
We will miss you dearly big man.
You meant so much to so many people. It was an honor to work so closely with you for over a decade and we certainly had our trials and tribulations.
You were my big brother and I loved you dearly.
You will leave a massive void.
Thinking most of those you’ve left behind.
Love Damion
Such a loss. Mark you will be missed greatly. Thank you for your kind words, advice and friendship.
Farewell and travel well Mark .
you had so much to do – and we’re the poorer for not seeing that future made by you on the big screen
You were an inspiration who broke the mould of what a director is by doing it all yourself – shoot/light/edit/grade/post and travelling to every corner of the world .
The ever expanding skillset and great eye were only matched by the Crocs that had more frequent miles in business & first than any RM williams I’ve seen…
And the number of techno selfies with whatever the latest piece of gear you were enthused about was legendary – another selfie with a helicopter or tracking vehicle? Of course ! but it all came back to the beauty of the images – a small camera in your hand that let you shoot in glorious quality at the best times of the day all over the world .
You were relentlessly curious about doing it smarter – get the best people and make it less heavyweight – be nimble ,simpler and fast, or even guerrilla it.
Directors don’t talk much to each other but I’m glad that Mark and I in recent years talked a lot , as we grew up in this industry together . He was always generous with his hard won knowledge of navigating his own film “Monsters of Man” and the streaming options ,the Hollywood producing games and how his self funding was an extraordinary brave move that paid off. Oftentimes he chewed your ear off , but it was always fun and inspiring and he was a very proud dad and husband . He will be remembered for pushing the envelope of whats possible and giving it one hell of a go – in everything.
Love to all the family and friends and his crew all around the world.
We once sent him a stinker of a car script with a huge budget, while every director told us what we wanted to hear to get the job. Mark politely told us it was rubbish. Respect.
Such sad news.
A one man, world class production company all on his own. I don’t think there will ever be another one like him. I watched the work he did with us in awe. RIP Mark.
i never got to meet mark, but I always admired his craft and attitude. he led the way for many.
A generous, mighty, awe inspiring man. He was as talented as he was loyal and supportive. So incredibly sad. So long Mark Toia, forever young.
My deepest sympathies to Mark’s family. So shocked to hear the news today. Mate you were larger than life, you were just a bloody good human. Thank you for your friendship. RIP buddy xx
The greatest. RIP mate. Forever in our hearts.
Never had the chance to meet or work with him but his talent and renegade attitude to the ways things are done was so inspiring as an outsider. Thinking of his family and friends, I’m sure he’ll be incredibly missed.
The Brisbane disruptor. You always had to see what he had shot, because if you didn’t, you’d wonder if you were being left behind. What a force. He didn’t have to choose Brisbane as his base. No way. But he did. Respect.
RIP Mark. Our Vietnam Airlines TVC was the first ever official campaign that aired globally in key market wiyh very good brand résonance. Thank you for your work and advertising industry will remember you
I skip a breath when I think of how much we’ll miss you brother… We’ll try to make you proud as we continue to tell stories in the way you taught us to. You were such a blessing to all of us and I cherish the memory of our last conversation when, as usual, you were pushing me to learn.
A humble soul who will be missed. RIP mate.