Category Archives: Commercials

Chinese Film Productions, Commercials, Director

Jing Wen breaks through the ‘man’s world of directing’

August 29, 2017 ewgpress Leave a comment

Jing Wen says she works in a “man’s world.” Many female directors in the film and television industry feel this way. It is classically a male dominated field, and just last year the Hollywood Reporter stated that a mere seven per cent of all directors directed the top 250 films, a two per cent decline from 2015, according to San Diego State’s Center for the Study of Women in Television and Film. Wen, however, does not allow herself to be fazed by this. The award-winning director goes after any and all jobs that would typically be given to a man, constantly looking to break barriers. The Chinese native has become one of the leaders in her field in her home country, and is continuing to cross borders with her impressive skillset.

Earlier this year, Wen once again showed that there she can be a typical ‘rich man’ as she puts it, but directing a luxury car commercial. Dongnan DX7 car commercial. The commercial features Chinese actress and star Wenjing Bao, alongside her three-year-old daughter Jiaozi. The story shows Wenjing making a travelling plan with Jiaozi, asking her daughter to pack her own toys. Unfortunately, Jiaozi slow and took a lot of toys. Luckily, the car gave them much space so Jiaozi can keep all of her toys, and is fast enough to make up the time that was lost. Finally, they are shown having a wonderful road trip in their Dongnan DX7.

“This commercial was a very quick job, so every decision I had to make had to be made quickly. This always provides a fun challenge, and you have to make sure you let everyone on your team know every one of your decisions and any plans you have made, so they can easily do what you ask. There is not much time, so the most important thing you should do is follow your heart and trust your instincts. That makes me excited,” said Wen.

The commercial was produced by Mei Yang. Yang had heard of Wen from the lead producer at Mango TV, Shan Zhou. Zhou worked alongside Wen on a series of projects, such as the television shows Never Give Up, Salute to Life and Blossoming Flowers. Zhou told her friend Yang about Wen, and Yang was immediately impressed with the director after watching some of her work. Wen was asked to take part on the commercial right away.

“Jing Wen has very strong skills as a director, and also she can handle a lot of emergency problems while shooting. We only had five days to prepare this commercial. When she got the script, she went through it and found things that were impossible given our timeline, and found other ways to do it instead,” Zhou described. “For example, Jingwen Bao’s daughter Jiaozi, she is only three-years-old, and a lot of the time she was out of control. In order to complete shooting on time, Jing decided to use montage shots to show the reaction of Jiaozi in her enjoyable moment in the car. We also had the problem, where one day before shooting, the advertisers change the content of the shooting plan. Jing fixed the shot list and gave the advertisers new ideas that still were close to their suggestions, making them very happy. Jing did a very good job on this commercial shooting. I want to work with her again.”

Directing a difficult three-year-old is something that would cause many directors with a short time frame to become frustrated, but Wen never let that happen. Instead of trying to keep the child’s focus on the camera or the scene, Wen decided to let her focus on the toy. That way, she could then use the toy to lead Jiaozi to do something for the shot. The result looked very authentic.

“Wenjing and I worked together on Mom is Superman 2. We already knew we had a great partnership and could work together very quickly and efficiently. She is a big star in China, and she has almost 2 million fans in WEIBO, which is kind of like Instagram. She is really nice, and even sometimes when Jiaozi was really out of control, she helped me to deal with her daughter’s problem. She is a patient mother, and after were finished shooting, she always accompanied Jiaozi around the set,” Wen described.

When always aims to work efficiently. When she first got the script, she discussed the possible shooting locations with the producer. They only had five days to prepare the entire production, so after she chose the locations, she used two days to make a storyboard with my director of photography. She wanted to make sure she was involved with every aspect of the production, making sure to keep the client happy.

“Shooting a commercial, the most important part is talking with advertisers. Sometimes they will ask you to do something nonsensical in part in your film to show their product. At this moment, you need balance their intentions and the story telling. Know what they want to show, that’s the key to success when shooting a commercial,” said Wen.

No matter what project she is working on, success is always the end result for Wen. Her work on the web series Mountain Comeback, the Shenzhen television show Ji Ke Zhi Zao, and the promotional video for Red Nose Day of China follow in that same pattern. At the end of the day, however, it is about how her work resonates with audiences that drives this formidable director.

“I’m a storyteller, and I like giving hope to everyone and making them feel love all around,” Wen concluded.

Actors, Commercials, Entertainment, Hollywood, International Actor, Uncategorized

TRANSFORMING THE SMALL PARTS INTO BIG ROLES WITH AVI AGARWAL

August 7, 2017 Lorraine Wilder Leave a comment

Here’s the secret that many involved in the arts don’t want to tell you; there are two types of professionals in these industries: those who desire esteem and those who just want to be creative. Everyone likes to be respected, that’s completely understandable but some need it more than anything else. It’s up to psychologists to explain the reasons for this. The true believers of the creative world simply want to create, it’s the oxygen to their career. Actors like Avi Agarwal can be seen in films, TV productions, theater plays, and commercials. For him, each of these is simply another opportunity to do what he wants to spend every day doing. These many differing productions not only flex different acting muscles for him but they also reach entirely different sections of the public. A famous and respected director might see his work in a play such as “The Crossover” (the LA production in which Avi performed multiple roles) while old friends on the opposite side of the planet reach out to him in excitement having seen him on a global Amazon Prime commercial. The lack of ego Agarwal possesses is palpable when speaking with him as it becomes easy to comprehend that he is best categorized as an actor who simply wants to spend his life acting. They say that variety is the spice of life and this actor’s commercial work alone attests that he is compiling an eclectic collection of vocational and acting experiences.

Appearing in the Amazon Prime commercial titled “Speed. Selection. Underwear for your hands. Get it all with Amazon Prime”, Avi was seen by more than three million viewers. This advertisement was presented through one of the most ubiquitous of all formats in the world, Facebook. Due to the extremely brief length of commercials, directors of these productions cast memorable and charismatic actors, the type of individuals who stick in your memory. Director Steve Mapp stipulates that both Agarwal’s appearance on camera and his ability to not over-perform made him effortless to work with. Avi comments, “It’s proof that you can’t try to make sense of this business, you just take each situation on its own merits. I’ve done plays where I rehearsed for more than half a year to perform and films where it was months of preparation. When I was cast in the Amazon Prime commercial, I simply showed up, had a conversation with Steve [Mapp] and then did a few takes. I had people from places as far as London reaching out to me with excitement when they saw me. It’s funny and it makes you thankful that people are excited about your career.”

It’s this humble perspective and staunch work ethic that have made Agarwal appreciated and desired by many professionals in the production industry. Director Justin Bookey confirms, “I hired Avi Agarwal for my production company’s shoot of an online commercial with a widespread management industry audience. His professionalism and skill made him shine in this role and the video garnered industry awards with his help. His great attitude and flexibility on the set also made him a valuable asset. He’s got a unique blend of quirkiness, timing, and expressiveness that will serve him well in a variety of comedic and dramatic roles. I feel lucky to have found him.”

This commercial is a sort of an innuendo on how not to run an agile meeting. It’s a comic take on the most common mistakes made by the employees and employers. Such occurrences as when an important topic is being discussed and someone interrupts with the silliest of questions, people being on their phone instead of paying attention, insecurity about their job resulting in hoarding information, people lying about their work, over enthused employees, etc. Avi portrays a nerd at an office meeting where everyone is quirky and the team leader pays more attention to his own interests than creating a cohesive team. The production was created for industry outreach and was shown at the Global Scrum Gathering in San Diego where it received enthusiastic praise and reactions.

In a bit of a stretch that called upon his heritage, Agarwal used his knowledge of Indian Culture to portray the character of Pastor Sanjay in “The Great Controversy.” The scene is set in a church where the younger pastor (played by Agarwal) is more inclined to understand and compromise to the senior pastor but we also see the senior pastor bending his rules to adapt to the younger generation. Avi appears as the same youthful pastor happily dancing to music in his office. In “Are You My Mother” Avi is seen in a tale which depicts how the older and younger generations are struggling to adjust to each other’s ideas and tastes. It’s displays the impact on two insanely big generation gaps. This commercial is all about how all single people are always pestered by the older women around them about finding a partner and getting married. It’s based on an Indian single man being imposed on by an elderly Indian woman whom he is not even related to. The goal of both commercials is to promote the idea of diversity in the church. This actor admits that he was more surprised than anyone to be given the role but concedes, “I was thrilled to be a part of such a commercial which is different because it is promoting diversity in the world. I mean, honestly…before this work, I did not know that people made commercials to invite different cultures to churches and these two were especially targeted towards the younger members of society. I feel blessed to do such a commercial. It promotes the fact that people from different cultures can be pastors at a young age and in most cases can be funny.” That would not be as possible without Agarwal and the director of the two projects, Philip Sherwood notes, “It’s so obvious that Avi takes great joy in his craft. He is a great actor and has the ability to lift everyone’s spirits on set…which is exactly what his character was doing in the action of these commercials. To this day I don’t know if that was who Avi is or if he was so deep in the character that he never left it. That’s a testament to just how truly great he is.”

Art Director, Commercials, International Creative Talents

Art Director Mark Nicholson brings authenticity to award-winning Adidas campaign

May 25, 2017 ewgpress Leave a comment

Creativity has always been a fundamental aspect of Mark Nicholson’s life. As a child growing up in the Lake District of Northern England, his artistic side was evident even from a young age. Over time, this childhood hobby developed into much more, and now, Nicholson is an internationally celebrated Art Director.

While working on several high-profile campaigns around the world, Nicholson’s talent has directly led to the success of each project he has worked on. He created the concept for the Bill & Melinda Gates Foundation competition to “Make millennial’s care more about charity work and causes happening around the world,” and their campaign Plight Map went on to win the prestigious Cannes Chimera Award. While working as an Art Director for the rebranding campaign of 118118, the project went on to be nominated for a British Arrow Award. He has worked on several popular commercials with the world’s most recognizable companies, such as Nike and Microsoft. He also contributed greatly to the success of the Adidas Break-up Service campaign.

“Adidas is iconic. It’s created work globally that has pushed advertising into new territory. This, combined with my natural interest in Asian culture, seemed like a match made in heaven,” said Nicholson.

Break up Service was a multi-media advertising campaign for the latest Japanese inspired safety wear fashion range from Adidas Originals. A film, print campaign and website followed a young man that worked for a fictional ‘break-up’ service and the danger that falling in love creates. The film won a Silver Cannes Lion Award at the prestigious international festival, as well as a Bronze BIAA.

“The campaign is one of my proudest pieces, the team we worked with in Japan – especially the award-winning director Kosai Sekine, it was all fantastic. Learning first-hand about Japanese culture whilst on location allowed us to adapt the script as we went, working with the Japanese team to make it as authentic, but as entertaining, as possible,” said Nicholson.

After having previous success with TBWA London on a campaign with the Chelsea Football Club and Adidas, Nicholson was immediately sought-after for the Break Up Service project, knowing that he had the exact skillset needed. As the Senior Art Director, Nicholson first created a mixed-media campaign idea and presented it to the client to secure funding for the project. He wrote the script, and oversaw storyboarding, design and branding. The project required a unique knowledge of Japanese subculture, which was a specific skillset that Nicholson possessed. After funding was secured, he was responsible for finding and collaborating with an authentic Japanese director, refining the script and making creative decisions whilst production was already underway. While filming in Tokyo, he was responsible for all on-set creative decisions. He also oversaw a fashion shoot that was in tandem with the TVC, advising on location and models. He was the creative advisor for the online content that a third-party agency was creating. There is no doubt that his work was instrumental in the campaign’s success.

“I had the pleasure of working with Mark while serving as Executive Creative Director at TBWA London. He was lead Art Director on the Adidas Originals campaign about a fictional Break-up service in Tokyo. Mark ran the project under demanding timescales and cultural challenges and he was rewarded with a Cannes Lion. It was an amazing piece of work,” said Al Young.

Because the film was set in Japan, Nicholson’s knowledge of Japanese culture proved to be a great asset. He has always had a longtime love of manga and anime, like the classics; Akira, Ghost in the Shell and anything Ghibli. He found that this, combined with his work on the Japanese influenced work I created for 3Mobile at WCRS, gave him a good knowledge of Japan.

“How wrong I was, there was so much more and it was fun learning along the way,” said Nicholson. “I had to create a huge style presentation. Introducing Japanese fashion styles, locations and cultural nuances. We introduced the client to Japanese Pleasure Hotels, Capsule Hotels and Cosplay so we had to be prepared. I researched Tokyo’s relevant scenes, modern Japanese art, designers and comic book pop-culture, and then created thorough presentations for the client. The more familiar I got with the culture the more interesting our ideas became, but I also had to be very mindful that we didn’t come across as a predictable Western brand looking into Asia. Authenticity was paramount, and luckily the culture naturally allowed itself to be weirdly authentic.”

As well as the film, Nicholson and his team ran a poster campaign that reflected a distinctive Asian art direction. They also created a commerce website dedicated to the campaign, which had several more fake content films showing Japanese fan girls humorously confessing that they use the break up service. The website even included a video from Akira himself, emotionally describing the origin of his service, when he had to tell his mother that his father was breaking up with her.

“Working on this campaign was fast and fun. The shoot was exceptionally smooth. The planning was exceptional, and the final product was amazing,” said Nicholson.

With all the work that Nicholson did, he still managed to overcome the “all work and no play” mantra, taking advantage of his surroundings.

“It was my first visit to Asia so that was an experience that had been a long time coming. Outside of filming, I was able to absorb the local art, animation history, and the Godzilla museum,” he concluded.

You can watch the Adidas Break Up Service film here.

Canadian Star, Commercials, Director, Producer, Television

Director and producer Ron Grebler is the real deal while showcasing real food

May 22, 2017 ewgpress Leave a comment

Ron Grebler is a storyteller. He is a creator. He is a filmmaker. He uses his creativity and imagination to transport others to different places and times. Grebler uses his talent to captivate audiences. As both a Director and Producer from Toronto, Ontario, Ron Grebler has done it all.

With fans around the world, Grebler’s work has been appreciated by many. Just last year, his promotional video for the immensely popular Netflix series Stranger Things went viral, building up anticipation for the show. He has directed and produced several successful commercials, including the innovative campaign for Axe Hair Products on Canada’s MuchMusic, and commercials for Belair Direct, Fuji Instax, and We Day.

“I would like to think that I strive for ‘quiet storytelling’, letting the idea unfold in visual images rather than be heavily driven by dialogue or voice over narration. This is the path more rarely travelled in the heavily direct messaging style of the commercial world, and often embraced by branded content. Visually, there’s something fascinating to me about extreme close-ups with limited depth of field. That perspective can take the subject and add a dimensionality to it that’s almost abstract, which I believe connects with viewers. Given that I work in the commercial world, it’s not often that I can use shots like these, but at the right moment, they can really make a spot pop. I’m very cognizant of color and contrast. There is high pressure when creating a commercial because ultimately, it’s about ‘selling’ and for many viewers there is a reticence to that. That’s why I always try to layer a spot with cues for the unconscious mind to find them entertaining, engaging and if possible, playful,” said Grebler, describing his style of directing.

With such a commitment to his craft and an appreciation of the nuances, it is no doubt as to why Grebler is considered one of the best. When working on a promotional video series for Thermador, Grebler showed his abilities to go beyond what is typical, and create something revolutionary. Real Food with Thermador was a four-part web series that was an early foray into the world of online branded content video featuring celebrity chef Jamie Kennedy.

“There was a very unique approach in the development of this project as it was meant to truly be branded content, meaning we weren’t pushing the ‘hard sell’ of Thermador products,” said Grebler. “It was really meant to focus on passion for locally grown seasonal ingredients, especially as perceived through the eyes of celebrated chef Jamie Kennedy.”

The series was shot similarly to an HGTV show or a Food Network program, educating viewers as well as entertaining. Acting as both producer and director for the project, Grebler’s vision was imperative to its success. Mike Codner, former Studio Manager with DDB Canada , sought-out Grebler to be the director and producer, knowing of his creativity, work ethic and passion for the job.

“Ron has a flexible approach to production, whether it’s a big budget or small, he treats it with the same respect. He’s a director and producer first, but he sees the big picture in terms of the clients’ needs and the reality of working within budgetary constraints. He’s passionately engaged in the process, from pre-production through the shoot and will sit in on all post production too. He takes ownership of all that he does,” said Codner.

The campaign was very successful and won both the International Association of Business Communicators Gold Quill Award and Ovation Award, the Canadian Marketing Association Award, and the Canadian Public Relations ACE Award. Grebler says he didn’t even consider awards while making the video, he just wanted to focus on the client’s goals while making something visually outstanding.

“Honestly it felt odd at first. I was told we were nominated and I kind of shrugged my shoulders. The agency told me that it was a bigger deal than I realized and when we won I was quite proud. Maybe I was naïve but I had no idea how important it was to win awards,” Grebler laughed.

Taking on the vital roles of director and producer, Grebler was responsible for implementing his vision. By making the videos appear like a television show it helped connect the audience to the product in a way that other commercials couldn’t. The videos were made in 2008, and in those early days of branded content, it was essential that the video not feel like a commercial. By giving viewers compelling content, great visuals and passionate discussion about the topic of real food, Grebler knew they’d be engaged. When the chef ended up describing some of the specific Thermador products, it was part of the flow of the show and made sense, not just like a ‘stop-and-sell-the-product’ moment.

“It was flattering to be selected to work on this kind of programming. After the scripts were written, it was less about thinking and more about doing. We had a lot of locations to cover in only a few days, so it was about maximizing our time and getting the most powerful content. It wasn’t until the edit that I really grasped how seamlessly everything cut together and that it really flowed like a segment for a TV show, nothing at all like a commercial,” Grebler described.

Grebler also succeeded in making the videos a work of art. Shooting in picturesque Prince Edward County, venturing from Jamie Kennedy’s to an artisanal cheese factory, he set up each shot to have stunning imagery. The outdoor shots showcased the perfect late summer weather, from the golden light over a tomato farm to mouth-watering close-ups of prepared dishes. The passion and depth of knowledge shown by on-camera talent Jamie Kennedy and those he would speak with also shone through.

“It was a great pleasure working on this because it was as much an on-the-fly learning process about local foods and farming and food production as much as it was the logistics of video production. We had a small and very talented crew and we had to think on our feet quickly because of limited access and time at the locations as well as working with real people. I trusted them completely and the visuals and content we got was quite captivating while engaging in passionate conversations about food with local farmers and artisanal cheesemakers,” he described.

Working with a celebrity chef and farmers was initially concerning for the director and producer, however, as he was concerned about their ability to articulate in a way that would connect with audiences. Grebler eventually learned a valuable lesson that he carries with him today.

“Find someone’s passion when you’re speaking with them and they will give you gold,” Grebler concluded.

Watch Grebler’s work on the first episode of Real Food with Thermador here.

Art Director, Behind the Scenes, Commercials, Feature Film, Film, Hollywood, International Creative Talents, Interview, Production, Russian Talents

Art Director-Motion Graphics Designer Ilya Tselyutin Thriving in Hollywood

May 9, 2017 Lorraine Wilder Leave a comment

Art Director-Motion Graphics Designer Ilya Tselyutin works in one of the most fascinating, fast moving and over looked fields in modern media. Motion Graphics is a constantly evolving, creatively fertile niche that entails creating everything from eye-popping feature film title sequences to innovative television commercial applications. It’s a complex mix of graphic design, animation and cutting edge technology that requires innate resourcefulness, meticulous attention to detail and the ability to bring life to a very broad spectrum of images—qualities which the Russian-born Tselyutin has no shortage of.

“While studying computer science at university, I developed interest in 3D graphics,” Tselyutin said. “I was always curious how this technology worked. At the same time I started looking at works by some famous graphic designers and learned about typography. I wanted to bring all of this together – 3D graphics, animation and design. Also, I drew my inspiration from title sequences from Hollywood movies, as well as the special effects in sci-fi movies.”

A painstaking, gifted craftsman whose outstanding work has been recognized with international awards—Silver winner for Art Direction at Cannes Corporate Media & TV Awards, and a Silver Win for Graphic Design/Animation at PromaxBDA, both in 2013—Tselyutin has distinguished himself with an impressive roster of career achievements. All this has led him to the field’s epicenter, Hollywood, where he enjoys a position at the prestigious Troika Design Group, a top branding and marketing agency that specializes in working with entertainment and media companies

“Troika is one of the most notable companies in the industry,” Tselyutin said. “I had learned about it a while ago and they were looking for a lead motion graphics designer to bring the quality of 3D graphics to the next level. Paul Brodie, the Managing Director, was closely following my work and invited me to join the company in 2016, where I am currently working as Art Director/Motion Graphics Designer.

At Troika’s Design Department, Tselyutin has successfully undertaken jobs for a disparate series of high profile clients. “We have a very busy schedule with plenty of projects coming my way every day,” Tselyutin said “The most interesting projects so far have been for AT&T Sports Network and ESPN College Basketball. The video for AT&T included working with the client’s static footage. As a lead designer on this project I suggested using a special technology in Cinema 4D software to cut the static footage into several pieces an then project them onto 3D models, and the result made both the team and the client happy.”

Tselyutin’s gift for surpassing expectations is a result of his widely varied cultural background and educational experience. With a Bachelors of Arts in Information Technologies and New Media from the Kuban State University, Krasnodar, Russia and a resume of jobs all over Europe, Tselyutin brings a refreshing international perspective to any project assigned him.

“While I was studying computer science, I started working at the local TV channel as a designer discovering the world of 3D graphics,” Tselyutin said. “I developed interest in design, typography and animation and after graduation, I moved to Moscow to work at the national largest TV network Channel One Russia, where I had the privilege to learn from the best and most experienced broadcast designers in the country.”

“My work brought me around the world,” Tselyutin said. “For example, I produced a 3D mapping show in at the Technology University of Mangalore, India. In 2013 I moved to work at VUCX creative agency in Cologne, Germany. Working and living in Europe with its variety of art museums, exhibitions and strong school of design was a great experience that helped me expand my portfolio and explore motion graphics even further.”

For the driven, ambitious Tselyutin, whose formidable resume is already packed with enough accomplishments to stand as the full measure of a professional career, it is only the beginning. “I am eager to continue my personal development as an artist, 3D professional and art director while growing professionally within the company,” he said. “I see myself working on large-scale commercially successful projects.”

“My motto is: be curious, be professional, never give up.”

Commercials, Director, International Creative Talents, Interview

Director Jan Pavlacky shines light on EB disease with powerful PSA

April 5, 2017 Lorraine Wilder Leave a comment

It was when Jan Pavlacky was nineteen-years-old that he figured out his path in life. At that time, he did not know what exactly it would involve, but he knew he had to make films. He started off in the costume department, but when he got his first taste of directing, he knew without any doubt where his true passion was, and now he is an internationally recognized director.

Pavlacky has had an extremely successful career. He directed his film award-winning film BKA 49-77, worked alongside Hollywood’s biggest stars including Bruce Willis on the set of Hart’s War, Matt Damon on the set of Bourne Identity, and Luc Besson on the set of Joan of Arc with Milla Jovovich, and made commercials for worldwide brands such as Nike. He has worked with some of the world’s best production companies, including atSwim, which has an amazing international collective of producers, directors, and creatives from around the world.

“It’s a huge honor to be a part of atSwim,” said Pavlacky. “Working with creative people from different parts of the world broadened my own perspectives and I’ve learned to create work with more universal appeal.”

One of Pavlacky’s most notable projects with atSwim was a moving PSA commercial for the esteemed Debra company. The commercial was made to raise awareness for the company, which takes care of people with EB disease, an inherited connective tissue disease. The basic symptom of the disease is blistering all over the body surface, and also affects the mucous membranes, gastrointestinal tract, respiratory tract or excretory organs.

The commercial involved creating an annual calendar with 12 famous people from the Pavlacky’s native country of the Czech Republic, including artists, fashion designers, actors, singers, and scientists. During the commercial, projections were screened on the celebrities as they recited a poem by one of the EB patients. The footage of the celebrities was then projected on various materials and architectural elements, which created an abstract and inspiring vision that left a lasting impression on everyone involved.

“I loved that fact that I could use my knowledge or talent to create something of an moral value and contribute to the good of society. EB is incurable, and in many cases deadly, with very few medical resources and no known cure. Therefore, any attention and towards DEBRA, the organization taking care of EB patients, is important,” said Pavlacky.

While bringing attention to Debra, Pavlacky came up with the visual concept of creating light projections, which symbolized a second skin for the patients and evoked the situations and mixed feelings they go through as they battle the disease. This meant the shoot was very complicated, and called for an immense amount of preparation and technical aptitude. Before filming began, Pavlacky already had every shot planned to ensure the shoot was seamless for the entire crew and the famous celebrities. Pavlacky’s commitment and consistent planning ahead is appreciated by many of his counterparts in the industry.

“Jan has all the marks of a legendary director, and his genius is present in all of the projects he has been a part of. When atSwim was called upon to prepare a PSA commercial, I knew Jan was the right man for the job. The project was a resounding success, raising great awareness for the Debra company thanks to Jan’s groundbreaking direction, which offered a clever visual dynamic to accompany the important message. Additionally, the commercial achieved very high media buzz which was so needed by Debra, as well as helped us to further demonstrate atSwim’s distinguished nature as a leading production company. I can’t thank Jan enough for his great work,” said producer and founder of atSwim, Tomáš Krejčí. “Jan has proven himself time and time again to be a director of extraordinary ability made clear by his list of exceptional credits. He is truly among the top tier of directors working, and continues to impress me with each project he takes on.”

Pavlacky describes the experience of working on the commercial as wonderful, but it came with its technical challenges. There were lots of projections that were re-recorded in-camera. This process was done several times, thus creating a multilayered image all in-camera without post. He also had to synchronize all the images with sound, requiring a large amount of time in the editing room. However, one of the biggest roadblocks came from getting the celebrities on set, as they were extremely busy. Despite all of this, the commercial ended up being a huge success.

“The collaboration was very interesting. The celebrities from the PSA came from different backgrounds, some of them were experienced being in front of the camera some were totally unused to. I liked the balance between the professional and the authentic,” concluded Pavlacky.

You can view Pavlacky’s work on the powerful PSA here.

Advertising, Behind the Scenes, Commercials, Producer, Production, Russian Talents, Uncategorized

EVGENY TELEGIN: EXCEEDING EXPECTATIONS IN THE COMMERCIAL INDUSTRY

March 20, 2017 Lorraine Wilder Leave a comment

The difference between good and great is most easily revealed when the pressure is on. One’s true abilities rise to the surface when instinct and “thinking on your feet” is all that is afforded. If you want to be considered the best of the best you need to possess these skills as well as surround yourself with professionals whom also embody them. Dmitry Venikov is CEO of Trehmer CGI and the in-house director of this elite Russian production house that specializes in design and three-dimensional work. When Unistream (money transfer company) needed to create nine commercials in a very immediate time frame, Venikov was relaxed knowing that expert producer Evgeny Telegin was at the helm. Telegin’s work with many international brands such as Nike, IKEA, McDonalds, Coca-Cola, and countless others gave him a proven record to handle any situation with all global and domestic clients. His respect and countless international connections in the industry reinforced his ability to insure his productions were received with high praise. Telegin’s reputation as welcoming obstacles was an attractive attribute as well. The Unistream project would test this as it required nine commercial spots to be filmed in one day! When the person in charge is relaxed and confident, this demeanor trickles down to the entire production team. As proof, Evgeny and his team delivered their work ahead of schedule and with the high level of production imagined by Unistream. With apparent pride in his voice, Venikov professes, “, It was a saving grace to have such a legendary producer as Evgeny at the helm of the production. The Unistream commercials were a triumphant success due in large part to Evgeny’s ability to handle multiple things at once while still performing each task at the highest level of skill possible. Given the strict deadline at hand, Evgeny was a lifesaver by hiring an outstanding crew and cast, which included the celebrity host of Russia’s version of Who Wants to be a Millionaire, along with coordinating set construction and the preparation of the shoot. The commercials called for finding representatives of different nations, who could speak their language fluently while acting on stage. This task was not easy to approach in such a short amount of time; however, Evgeny found everyone at a rapid pace, and they all turned out to be the perfect fit for the client’s needs. As a result of Evgeny’s producing, the commercials aired all across Russia and CIS countries, driving Unistream’s sales up 300 percent.”

When dealing with advertising, casting is always important. For a production discussing finances, trust is paramount. Telegin needed a star for the Unistream commercials who embodied both of these traits. Everyone in Russia knows Dmitry Dibrov; not only for his work as the host of “Who wants to be a millionaire” but also as a journalist, actor, director and musician. Highly detailed planning and preparation made the filming occur smoothly, while Evgeny credits Dibrov’s high level of professionalism (delivering everything in almost the first take each time). This highly respected and recognizable celebrity, coupled with a delivery of the message in each geographic area’s authentic language, allowed consumers to feel comfortable in a number of ways.

The communication between Dibrov and the other actors in these commercial spots reveals a truly Russian (and areas surrounding Russia) scenario. It’s quite different from what many American advertisers or even American citizens experience. It also further reinforces the challenges which Telegin and his team faced in preparation for the production. Evgeny notes, “Unistream is very popular for money transfer within the country but mainly targets post-Soviet countries like Uzbekistan, Tajikistan, Kazakhstan, Armenia, etc. It’s not a secret that many neighbors of Russia come to Moscow seeking jobs. They send money that they earn back home to their families. That was the target audience for this campaign. Our goals for the commercials were to be easy to understand and informative in terms of benefits. We came up with the idea of Dmitry Dibrov doing his own small investigation about why is it that every second Armenian or every third Kazak sends money back home through Unistream. He is asking at the Unistream “random” customers why they choose Unistream. They all say in their native language what they like about it: fast service, broad network, and low rates. In the end of every story Dibrov repeats “low rates” the way the customers just said it in their language. It also adds some familiarity and comfort with Dibrov saying words in the customer’s native language.” To help create the “everyman” feel of these commercials, many first time actors were cast to interact with Dmitry. Instead of an overly polished and slick feel to the performances, viewers felt that those seen in the commercials were just as believable as themselves, which transferred the message that this was an appropriate service for them to us in their own lives.

Talent, experience, and connections are a requirement of every producer, but Evgeny points out one attribute that is often overlooked…awareness. He confesses, “I think a good producer has knowledge of what is popular, what is trendy at the moment. For example, there was a time in Russia when viral videos were very popular. If you know these kind of tendencies, you can come up with interesting and fresh ideas for great productions. No doubt that all the world looks closely at productions done in the US. I would say it’s the main course of style and techniques. You might want to monitor this direction if you want to succeed. Another direction would be international festivals. You see who wins or is nominated so you can find some young and unknown talents to offer to your clients. These young talents are fired up to work and extend their experience in other countries while the clients/agencies are happy because you bring something new and fresh to the productions. It’s a win-win. You must be sure that this young director will be able to produce the results you expect. You have to use your ‘6th producers sense’ based on your experience. Being an effective communicator allows you to tell if it will work out or not.” Telgin requires the same traits that Dmitry Venikov attributed to him. His achievements give increased validity to the professionals he works with, bringing those with a similar desire for exceptional work cultivates greatness at all levels. Delivering greatness is what drives this exemplary Russian producer to get up and face a new challenge every day.

Actress, Canada, Canadian Star, Child Star, Commercials

Actress Maryanne Emma Gilbert has full career at young age

February 23, 2017 Lorraine Wilder Leave a comment

Doritos Commercial — Maryanne Emma Gilbert enjoying Doritos while filming the “Little Thumbs” commercial.

For Maryanne Emma Gilbert, there has never been a moment of doubt about what she likes to do. At just seven years-of-age, when many children are rushing home from school to watch their favorite shows on television, Gilbert is on television. Not many her age know what they should be doing, and an even fewer amount actually start doing it. Gilbert’s natural acting talents combined with a sense of professionalism beyond her years are what have led her to be recognized across her home country of Canada as one of the best.

Despite her young age, Gilbert has already seen success that many more experienced in the field can only dream of. Having already been nominated for a Joey Award for Best Actress in a Commercial, and another for Best Actress in a Short Film, she still remains humble for what she has achieved.

“My mom makes movies. I see her make movies. I thought that it would be fun to try to act too, and it is fun. I like to make videos too,” said Gilbert.

Gilbert has starred in a nationwide commercial for McDonalds, which ran during the 2014 Summer Olympics, as well as a Canadian Tire campaign. She has appeared in the film Jewel Fools, the holiday flick Season’s Greetings, and the upcoming film Space Rippers. Millions of Canadians have seen her face on their screens, and the Calgary native has no plans on slowing down.

“I want to act more. I would like to move to another city, but keep my house. So, I want to move my house to Hollywood. There is not a lot of things in Alberta. Soon I will work on some funny documentaries that talk about USA and Canada and hopefully even more things,” she said.

This excitement for what she does is evident in everything she works on. This includes the Doritos “Crash the Superbowl” commercial she starred in, titled Little Thumbs. The commercial aired on the “Crash the Superbowl” website in 2015. Although they did not win the contest, Gilbert says it was still a great learning experience.

“We were on a big competition and we wanted to win a million dollar for that competition. It was awesome,” she said. “We didn’t win it, but I learned timing. We had to retake a scene about ten times because the other girl and I had to do our timing really well for one scene. It was super tricky.”

The commercial features a team of scouts who get lost in a forest, but Gilbert saves them by planting Doritos in the ground to retrace their steps.

“I work with a lot of kids, and Maryanne is very articulate. She listens well and follows direction very well. She is very focused. She is easy going and fun. She always has a positive spirit, which makes for a pleasant experience for the cast and crew that work with her. From a directors point of view, even though I was a producer on this commercial, it is her openness that makes her a good actress, and her willingness to listen and take direction. She is always open to the experience she is in at that moment,” said producer Barb Briggs.

Despite being so young, Gilbert excels at comedy, and has a natural comedic timing when delivering lines. She enjoys doing accents and imitations to make her audience laugh. She was able to display this to full-effect in the Doritos commercial, as her character’s refusal to share Doritos was very humorous.

“It was funny because my scene was really funny. I like funny stuff,” said Gilbert.

But there was one part of filming the commercial for Gilbert that made it a truly amazing experience for the young actress.

“I got to eat Doritos. I love Doritos. It was the treat at the end of the filming we could eat Doritos,” she concluded.

Actors, Canadian Star, Child Star, Commercials, International Actor

Canadian talent Kyle Meagher: “it’s a very exciting time to be a young actor”

February 13, 2017 Lorraine Wilder Leave a comment

There are many people who believe everything happens for a reason. In one instant your life can change. One decision can impact the course of your future. Fourteen-year-old actor Kyle Meagher knows this well, and his life changed in a single moment.

When the actor was just ten years old, he decided to go to an open call at the local talent agency, but he also had a hockey game later that afternoon. He knew it would be tight, but he decided he had time to head to Angie’s Models and Talent to see what would happen. However, he underestimated just how busy it would be, with almost 200 people waiting to get their big break. After waiting for over an hour, he knew he had to leave or else he would miss his hockey game. Besides, at the time, acting was just a fun past time, and not many ten-year-olds are planning their careers. Little did he know that it was when he was walking out the door that his entire life changed.

When Meagher decided to leave, Lou Seymour, the co-founder of the agency was standing at the door. As he tried to leave, Seymour stopped him, not letting him leave, and sent him straight to the front of the line. After his audition, he was immediately asked to join the agency.

“To think I almost missed out. I am so glad Lou stopped me that day from leaving. Lou and Angie always laugh about that and say ‘Imagine you would have left without talking to us? We couldn’t let you leave’,” said Meagher.

Since that time, the Ottawa-born actor has never looked back. He continues to study his craft and take classes, and at the same time has been building an established and extensive resume. Four years after that fateful day at the open call, he is recognized around the country for his talent.

“I feel as though it’s a very exciting time to be a young actor. The opportunities are many, with the change in technology and delivery of programming with Netflix and other services, new media and the abundance of channels, there is opportunity to get seen by a worldwide audience. We are very fortunate,” said Meagher.

And Meagher has been fortunate. His natural acting abilities combined with a good attitude and hard work have given him an abundance of opportunities. He worked with an all-star cast on the feature film Northpole, appeared in a music video for worldwide star Janelle Monáe, worked alongside his close friend on the film The Big Crunch, which is making it’s way through film festivals, and had a starring role on an episode of the award-winning series Odd Squad. Despite this success, he remains humble.

“I actually don’t like seeing myself on TV. I have been known to run out of the room in embarrassment. I guess as actors we are pretty critical of ourselves,” he said. “The only time I do like to watch myself is when I am rehearsing for an audition or for filming. I have to tape myself to watch it and see if there is anything I can do better. I still don’t like to watch it because I never seem to be satisfied, but it’s helpful.”

The people Meagher works with, however, are consistently satisfied with both his performance and demeanour. Meagher’s manager, Dimitrios Seymour, describes working with him as very rewarding.

“To have such a professional, talented and, an amazing attitude, at such a young age, isn’t something that an agent like myself sees every day. He approaches roles with such excitement, poise, and confidence that he always makes a major impression on casting and production teams. I never hesitate to pick up the phone and put myself on the line to push him through to opportunities because I know Kyle will always follow through,” said Seymour. “His natural instinctive chops are what separates him from other actors. He has great timing and understands how to really read a scene and feed off his partner. He’s also worked very hard developing his skill set in class, which has made him a versatile young actor who can bounce between comedic and dramatic scenes naturally.”

In addition to working on award-winning series and a variety of films, Meagher has also worked on many national commercial campaigns. He says the most memorable moment of his career so far was working on a web series promoting Mega Blocks, a leading building block toy owned by Mattel. As a kid, he was living the dream, when every few months he would get a box of toys sent to his house to play and build, and then head to the set with a film crew to discuss what he liked best.

“It was amazing. I did it for Spongebob building sets, Hotwheels, Police Cruisers, Skylanders, you name it. Then, near Christmas time, I was walking through Toys R Us and I went to see the building sets and right there on the shelf was a mini TV with push buttons where you could watch my videos right there. My videos were across all the Toys R Us stores. I started trying to visit stores everywhere I went just to see if they were there,” said Meagher.

Promoting what you are a fan of while working on a commercial makes your job that much more enjoyable, and Meagher has worked on all sorts of campaigns for things he genuinely enjoys. As a hockey fan, getting to do a commercial for NHL gear was a fantastic experience. He has also worked on many food commercials, and getting to eat some tasty treats while filming is, of course, a bonus.

“When auditioning for a Black Diamond Cheese Spread commercial, all I had to do was sit at a table and pretend to eat crackers likeit was my favorite food. I didn’t realize I was only supposed to pretend, so I ate the crackers the casting director gave me,” said Meagher. “He had to explain I was only supposed to pretend – not actually eat them – and he had to give me more. We laughed and laughed, but I got the job!”

No matter what job he works on, Meagher enjoys what he does, and at just fourteen years old, he is definitely off to quite the start. Having passion for your chosen career path is important at any age, and his commitment to keep improving and refining his natural abilities shows a maturity that many people much older do not possess. He will definitely be on our screens for years to come.

“Being on set is an incredible feeling. The people are always fun to be with and amazing to be around. It’s like instant friendship. It’s exciting to be able to suddenly be someone I am not. For instance, I tend to get to play the villain a lot. In reality, I am usually a quieter guy who is often concerned about people’s feelings but when I get into character, I can play the mean guy. How many other people get to be different people every time they go to work? While it can be hard work, it is always fun,” he concluded.

Actors, Australian Talents, Commercials, International Actor, Uncategorized

EDDIE TANG: FINDING THE ART IN EVERY ROLE

January 4, 2017 Lorraine Wilder 7 Comments

Every consummate and lauded professional is required to make his bones. In the movie Bird, Forrest Whitaker portrays iconic jazz musician Charlie Parker. When Parker confesses to one of his peers that he could use the work (and the pay) from playing at a Bar Mitzvah, the musicians create such a moving performance at the event that the crowd is overwhelmed by their good fortune at witnessing the artist in this setting. This perfectly portrays the truth that artists need to practice their talents in a variety of ways and earn a living through different opportunities. The prevalence of social media in today’s society serves as further proof that this idea that talent should only be packaged in certain ways is an outdated concept. When compared to commercial advertisements of just a decade ago, there are many more A-list celebrities who use their craft to empower advertisers. The stigma of yesteryear is gone. In fact, commercials that air during sporting events such as the Superbowl and the World Cup generate some of the largest profits in entertainment. In a free market system, this has driven the artistic content and production levels higher and higher. Eddie Tang, like many of his peers can be visible in film, TV, and commercial productions. Not only does this increase their recognizability but it also affords them a host of different roles to widen their artistic palette. Whether in films like the Hollywood Film Award nominated Three Sixty (in which he plays Zac, a personable kidnapper), the AACTA award-winning TV series East West 101 (as Caesar Mendez, a menacing gangster), or any number of fan favorite commercial campaigns, Eddie Tang has proven himself to be both attention grabbing and able to morph into drastically different characters. Enabling the audience to have an affinity for the friendly guy is a skill but helping them to embrace a truly awful character requires mastery…something which Tang has worked hard at achieving.

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Eddie is known for his roles in film and TV productions in which he plays darker and menacing individuals. It’s ironic that he has been so successful in his commercial work portraying benevolent characters. As the ping-pong playing, night vision goggle wearing, KFC loving, buddy in KFC’s ‘Night Vision’ commercial or as the overly exuberant but loveable fan in Panasonic’s Viera TV spot (for the 2008 Beijing Olympics); Tang effortlessly becomes the friendly guy next door. He is so believable that one almost feels there is an evil twin portraying all of his ‘bad guy’ roles in his film and TV productions. One of Eddie’s calling cards and most requested techniques is the ‘dead pan’ that endears so many viewers of his commercial roles. Matt Kamen directed Eddie in Volkswagen’s “You Just Know” campaign. Kamen professes, “Eddie Tang is one of the most talented and prodigiously successful actors I have collaborated with. Eddie’s leading role required him to perform as the face of the campaign. In the commercial, Eddie’s character is a construction worker, shown trying to fit more equipment into his truck than it can handle. Simultaneously, a Volkswagen truck pulls up and Eddie’s character looks enviously at the enormous space that the vehicle provides. Eddie perfectly showcased the client’s desired tone of the Volkswagen being an enviable vehicle, surpassing the needs of not only civilian motorists, but also the needs of various other business types. It takes a skilled actor to understand the importance not over playing or under playing a role such as this. Eddie is truly a creative force to be reckoned with and was in invaluable asset to the production of the ‘You Just Know’ commercial campaign.

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ANZ Bank made wise use of Tang’s talent in their “Travel Rewards Card” commercial. Eddie’s character of Lawrence the Boat Dad portrayed a jubilant father on vacation with his family. With his hands in the air, Lawrence enjoys a fun ride on a wave runner, carefree as he advertises his ‘pointless travel insurance’ through ANZ’s Travel Rewards Card. The role was a masterful performance due to the fact that, unknown to viewers, Eddie was incredibly sick. He reveals, “I have severe motion sickness and sea sickness. It wasn’t an ideal attribute for the lead role in this commercial but, some days are a breeze and some days are a monsoon. I was actually throwing up between each take. You can’t tell it in the commercial but I was incredibly sick the entire day. Besides the fact that I don’t enjoy boating, I’m a bit of a free spirit and hippy. I’m a complete contradiction to my character Lawrence but I like to think that we’re both very good people, just in different ways.” Director of this ANZ commercial, Paul Middlecitch, states, “The ‘Travel Rewards Card’ commercial was an enormous success, which I do not doubt is largely due to Eddie’s achievements on our production. The video was widely popular on YouTube, garnering nearly 100,000 views! This alone is a massive accomplishment that should not go unrecognized. Eddie was an invaluable member of our production and I consider the success of the commercial to be due to Eddie’s leading role. Eddie’s all-encompassing prowess as one of Australia’s elite actors has allowed him to establish himself as one of the country’s most successful talents.”

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As one of Australia’s in-demand and prominent actors, Eddie Tang continues to prove his abilities and immense talent on a variety of platforms. You might see him on the big screen, on your TV, even on the web but, you will certainly take notice of him when you see his commanding yet endearing presence.