Category Archives: Production

GIVING A 50’S LOOK TO SHAKESPEARE WITH RUOXUAN LI

When it comes to revered creative works, there are those who believe that a classic is not to be touched and those who believe that the spirit of creating art is in pushing those boundaries and buttons, to attempt to develop a new piece of art that both pays homage to the original and seeks to place it in a contemporary setting that it might be more accessible to the general public and thereby spur them to revisit said classics. Costume designer Ruoxuan Li has worked with those on both sides of this idea. She feels that her role is not to be the one who is polarized on the topic but to grow through embracing both perspectives. This what me be referred to as a “creatively open mind.” It’s something that would seem to be inherent in the artistic mindset but is not always so. Luckily for those she works with, Li has the pedigree and the experience to enable both factions. When ISC (Independent Shakespeare Company)was presenting a modernized production of Shakespeare’s “The Two Men of Verona”, Ruoxuan was an obvious choice as costume designer. Li cut her teeth in Shakespearean theater at the at Wimbledon College of Art, University of The Arts London. Since then she has worked on countless productions including Distant Vision with Francis Ford Coppola. Intensely familiar with both traditional and contemporary approaches to the look of stage, TV, and film, Ruoxuan worked with director David Melville to place the characters in a modern world for crowds of 20,000 in Los Angeles.

Melissa Chalsma is the artistic director of the ICS production of “The Two Gentlemen of Verona” who sought out Ruoxuan and enlisted her into the production team. Melissa describes, “I was first attracted to Ruoxuan’s work because of her outstanding portfolio and the breadth of her experience. She is an inter-continental artist who excels in a wide range of styles, has done excellent work in a variety of mediums, and has wonderful inter-personal skills. Without Ruoxuan “The Two Gentlemen of Verona” would not have looked as good as it did, nor would the actors have even as able to do their jobs. She created an entirely unique world with vastly different styles authentically placing the action in the 1950’s. Each costume piece supported the actors in their work. Speaking personally, the costumes Ruoxuan created were absolutely perfect!”

Early meeting with the play’s director set the tone that the play should be apolitical and be a place of respite for the public to escape the volatile events around them. Melville communicated to Ruoxuan that he was interested in a Rockabilly style that was full of bright and engaging colors. The two primary challenges in this is that Shakespeare is not known for its use of bright colors and, as a native of China, Li does not share the same frame of Americana reference that many might in regards to the 1950’s Rockabilly style and era. Research would begin for her at ground zero rather than twenty or seventy-five percent. To fit the classic Shakespearean sensibility into a new concept of 1950’s, she started by matching the social group status for characters such as the greasers for the outlaws, teddy boys/girls for the naughty ones etc. Li then tracked each character’s change of status and change of their mental/emotional evolution, trying to express the changes cohesively through costuming. She was given some allowance to be not period-dead-on but tried to catch key elements of the 1950’s rockabilly look such as white socks, rolled up hems, pointy shirt collars, circle skirts, etc. These helped to sell the period when it’s not a full-on authentic period show.

It’s the very nature of a mingling of the arts that they affect each other. This also applies to the costume design; add maneuverability to that as well. The Rockabilly application to this classic Shakespeare play was like an actor itself, taking on the visage of a “greaser” from the era. This meant that the music and style of the 1950’s was inseparable from the look Li created. Watching the rehearsal is a key part of her process in finalizing the costuming. Ruoxuan relates, “When I saw the rehearsal with the band and all of the dancing, I realized that the research I did was not fully matching the energy on the dance floor. There were actors rapping the Shakespeare lines, the duke being the drummer at the same time, one of the two gentlemen acted like a nerdy teenage facing his lover…all these sparkling moments gave me inspiration. I switched my color palette to a much more vibrant and youthful combination of bright pastels and saturated jewel tones. I shortened all the skirt for dancing, added ruffled collars for crab the dog, and asked the attendant rapper turning his bell boy hat front to the back. These might seem minor but they bring everything into focus.”

Broadway World stated, “Ruoxuan Li’s black leather jackets for the outlaws, and circle skirts and preppy plaids for the leading players all lend authenticity to the period and its unbridled optimism.” This statement communicates the concept that the costuming itself is part of delivering the emotion to an audience, an emotion that must be congruent to that of the intent of the director. With this understanding, Ruoxuan takes great care to plan and maintain an aesthetic consistent with her director’s goal. This process begins with a conversation that continues up until the actual showtime. A strong sense of design partnered with an ease of flexibility is what has resulted in so many directors seeking out Ruoxuan to create the look for their productions whether it be stage, TV, or film.

Advertisements

Producer Rosie Kinane-Adams talks ‘America’s Got Talent’ and working with her idol Simon Cowell

Press 3
Rosie Kinane-Adams

There was never any other choice for Rosie Kinane-Adams; she always wanted to be a producer. It was more than just about wanting to behind the camera, she has an extraordinary ability to hear someone’s story and find the aspect that makes it different. There are so many stories that have been told over and over again in the same way, whether it be in reality television or film, but Kinane-Adams instinctively knows how to find that angle that makes audiences remember what they just watched. She knows that everyone has a uniqueness to them that is interesting, and finding that uniqueness and telling that story is what makes Kinane-Adams such a renowned producer, and why she loves what she does. Each job is a puzzle to her, and each piece is put together but how to properly tell the story.

Kinane-Adams has worked all around the world doing what she loves. She is internationally renowned, working at the forefront of the film and television industry. She has a resume filled with achievements, and has greatly contributed to the success of shows such as The Biggest Loser, The Bachelor, Married at First Sight, Masterchef, and First Dates. By working on these formats across the world, Kinane-Adams is able to bring the best of each country’s production techniques, and combine them to be at the height of it all globally. However, it was working on the award-winning show America’s Got Talent that was the highlight of Kinane-Adams’ esteemed career.

“Working with Simon Cowell has been beyond a doubt the highlight of my career. He is an incredibly talented executive producer and on-screen talent, and growing up in England, watching the X-Factor, it was beyond my dreams that I would ever be working with him on America’s Got Talent, one of the biggest shows in the world. He was an idol of mine throughout my career, so to be working with him was inspirational,” said Kinane-Adams.

After seeing success on the hit game show The Price is Right, Kinane-Adams was approached to work on America’s Got Talent by Fremantle Media. The show was on its eighth season, with vast success and an outstanding reputation. They knew they needed someone with an eye for story in order to eventually lead a story team that would create and pursue interesting and unique stories and bring the level of storytelling to a new high.

“My focus throughout my career in television, and at America’s Got Talent, has been story telling. Everyone has a story to tell and everyone has something interesting about them that the rest of the world wants to know. Especially on America’s Got Talent, these people have had the most interesting lives. The hardest part of my job is choosing one part of these people’s lives to focus on, because they are all truly some of the most interesting and creative people in the world,” she described.

From seasons eight to ten, Kinane-Adams’ role on the show as a producer was to create the most innovative packages for each act possible. It was essential that the quality of work Kinane-Adams was creating was some of the best in the industry- from story right through to camera techniques. On a show as successful as America’s Got Talent, the pressure is high to be the best, and Kinane-Adams storytelling talents was evident with each episode she worked on.

“It was important being on a show as successful as America’s Got Talent, that we were seen to be showing America, not only the best and most unique talent, but also the height of sophistication in terms of how we were filming things, whether this be the camera techniques, or the creative ideas for opens to the show,” she said. “America’s Got Talent is the most successful talent show in the world. It is the epitome of the American Dream, and really shows the world what people are capable of. It has been by far the highlight of my career to work on a show reaching tens of millions of people internationally. The ‘Got Talent’ format is available in 69 countries and has reached over 500 million people worldwide, and that’s a really amazing thing to be a part of.”

In addition to her story producing responsibilities, Kinane-Adams worked on post-production with an editor, bringing the interviews, b-roll and performance together to create segments of the show. She also worked in the casting department where she would scout for the best talent in the country, whether that be online, at events, or at open call casting days. This commitment to the show and each contestant’s story impressed everyone she worked with.

“I first met Rosie working on America’s Got Talent in 2012 when she joined the story team as a producer. I was immediately impressed with how she stepped into an established show with such poise and professionalism, instantly becoming an essential member of our team. She came in not only with fresh, creative ideas, but the ability to execute them efficiently, keeping a positive, problem-solving attitude throughout even our longest shoot days,” said Lindsay Tuggle, Senior Producer. “Rosie has been one of my favorite producers to work with in my 10+ years in the reality realm. She’s reliable and hardworking, endlessly creative, and a pleasure to be around. It doesn’t matter if she’s setting up logistics for a complicated shoot, coming up with a creative way to visually tell a story, directing cameras in the field or putting it all together in post-production, you know Rosie is going to tackle whatever she takes on with a refreshingly positive attitude, which can sometimes be scarce in this industry.”

“Rosie is an especially good producer because she has the ability to see projects through from conception to delivery. While many producers are only experienced in one aspect of production, Rosie has experience in every single step of the process, which makes her an invaluable asset to any team she’s on. She understands each small piece of the puzzle, but because of her keen eye for storytelling, she never loses sight of the bigger picture,” Tuggle added.

Although the show has been the most popular show of the summer for its thirteen seasons, during Kinane-Adams time, it was also nominated for a TV Choice Award and a Critics Choice Award. She worked with hundreds of contestants each day, and instilled a complicated system in order to ensure that they shot all the content they needed to shoot, and that it was of the highest quality and had that each contestant had content that had a unique stamp on it. This highly complex system is still in place today and ensures that post production has everything they need to create the successful show that they do. She has greatly contributed to the show’s recent success, and she loved every minute of her time there.

“Another wonderful aspect of the job is working with such incredible judging talent. Mel B, Howie Mandel, Howard Stern and Heidi Klum are all incredibly talented people within their field, and take their job on the show very seriously. Their passion for helping people’s dreams come true is evident, and to interview them on the acts and film with them backstage during stage breaks has been a highlight of my career,” Kinane-Adams concluded.

Art Director-Motion Graphics Designer Ilya Tselyutin Thriving in Hollywood

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_Office_2

“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.”

Troika_Office_1

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.”

Production Coordinator Victoria Marino Makes Shooting in Brazil Easy for Foreign Productions

Production Coordinator Victoria Marino
Production Coordinator Victoria Marino

Whether it be from Hollywood or any other country for that matter, when a production decides to shoot in a foreign country it’s imperative to have a strong production coordinator on the ground who’s familiar with the country they’re on location in to make things flow as seamlessly as possible. That’s where Brazilian production coordinator Victoria Marino comes in.

For several years now she’s been the production coordinator for high profile foreign productions who’ve gone on location throughout Brazil, including the Discovery Channel’s new series “The Wheel” and the network’s upcoming series “72 Dangerous Animals: Latin America” produced by the Australian production company Showrunner Productions Inc., the popular “UFC Embedded: Vlog Series” and “Road to the Octagon 24,” season two of the MTV series “Catfish: The TV Show Brazil” and more.

Over the years Victoria has accrued extensive experience in the film and television industry taking on practically every behind the scenes role imaginable, including working as a producer on the film “Goodnight Willy,” which screened at the Cannes Film Festival’s Court Metrage, and many others as an assistant director, production manager and assistant editor. The wide scope of her work and inside knowledge of how each department functions best, combined with her expansive contact list, are a few of the reasons that she’s become such a sought after production coordinator.

Last year Victoria was tapped to come on board as the lead production coordinator at Figura Media aka Brazilian Production Services, whose clients include industry giants such as Netflix, Disney, Marvel, Google, Fox, UFC, MTV and Discovery Channel.

About what drew her to join Figura Media, Victoria explains, “Being a Brazilian living in the United States, I was happy to find a production services company that specializes in providing production infrastructure to foreign clients filming projects in Brazil. This was the perfect position for me, because it gave me the chance to use my cultural Brazilian background combined with my production experience and knowledge of American client-handling.”

Her key role at the company has placed her in the lead as the coordinator on a long list of film and television shoots, as well as branded content, such as a recent project for the Wallpaper* Magazine and Pullman Hotels Global Nomad series, a series of films aimed at helping the sophisticated world explorer navigate the planet’s hottest cities.

As the production coordinator for the second edition of the series, which focused on São Paulo, Brazil, Victoria led the film crew around the city and ensured that the production ran smooth and nailed the client’s desires.

“For this project, our client had high ambitions in terms of the artistic look of the project, but a limited budget to accomplish it, so one of the main aspects of the production was to find creative solutions to make a beautiful film within the budget that we had,” explains Victoria.

“We were shooting at several different locations in São Paulo, so I personally negotiated location fees for each of them. I also had to find a crew that was ideal for the project, and coordinate all the other aspects of the production. At the end of the day, our client was really satisfied with the final project, and I was really proud of pulling off that production within the constraints that we had.”

Another project where Victoria’s skill and Brazilian familiarity proved her to be an invaluable asset as the production coordinator was on the docuseries “72 Dangerous Animals Latin America” produced by Showrunner Productions. The second edition in the “72 Dangerous Animals” series, the first of which aired on Netflix, the Latin American edition brings viewers up close and personal with the continent’s most deadly creatures.

Considering that many of those animals live in Brazil’s Amazon rain forest, having someone who not only knows the local film crews and culture, but also the often treacherous terrain was imperative to a successful shoot.  

Carolyn Bertram, Senior Producer at Showrunner Productions, says, “In the production of a 12 episodes of a 1 hour international broadcast series, Victoria helped me navigate a minefield of challenging situations, and extreme locations… the guidance, help and expertise she added to our production, has enabled us achieve a much higher standard of content than we had dared hope for.”

Leading the way as a top production coordinator in Brazil, it will come as no surprise that more and more productions specifically request her to join their team on location in South America. Next up, Victoria Marino will be production coordinating the upcoming MMA documentary “Fightworld” for Netflix starring Frank Grillo, as well as an episode of NBC’s “The Voyager with Josh Garcia” in Rio de Janeiro.

 

 

Film Producer Kseniya Yorsh’s Creative, Kinetic Approach to Movie Making

Film producer Kseniya Yorsh’s approach to cinematic excellence is a high-powered mixture of meticulous attention to detail and an impressive grasp of comprehensive overall scope of any project. Although a relatively recent arrival to Hollywood, Yorsh’s brief yet fruitful career trajectory encompasses a broad spectrum, including music videos, feature films, documentary and shorts—four of which were screened at the Cannes Short Film Corner. Most recently, Yorsh produced Visitors, an engrossing Science Fiction short drama that’s been getting a lot of attention and is set to be showcased in half a dozen prestigious film festivals across the country in 2017.

The Belarus-born Yorsh always gravitated towards the creative, a pursuit which inevitably led her to film. “As a kid and teenager I received all sorts of artistic training,” Yorsh said. “Classical piano, theater classes, film school, literary practice, and I learned 3 foreign languages. As a young adult I worked extensively in business, and all these disciplines have helped build my film producing career. Once I decided to devote myself fully to filmmaking, I came to the US, got a degree in Documentary Filmmaking at New York Film Academy and in Entertainment Business and Management at UCLA.”

Ambitious and focused, Yorsh perfected her craft with experience in almost every aspect of filmmaking. She has written, directed, acted, edited, and worked as an art director, make-up artist, production designer, even in the sound department. It’s an impressive background that’s created her near encyclopedic grasp of what a film producer must both anticipate and turn to the project’s advantage—locations, crew, casting, supervising daily operations on set—and her roster of achievements currently stands at 13 shorts and 3 feature films.

The intense, idiosyncratic Visitors, which combines themes of family dysfunction and chilling otherworldly suspense, offered Yorsh some unique opportunities for trouble shooting.

“Alon Juwal, the director, came to me with the script and the budget he had for the film and I transferred his ideas into a feasible reality,” Yorsh said. “We had some shots that were difficult from a technical standpoint. For example, we had a shot where we see the main character in a beam of light as if from a landing spaceship. We were filming at night so it had to be bright light coming from the sky, with a lot of wind, and us moving in closer and closer to his face. We had aerial shots; we had night shoots in a forest; we had a dog that we needed to film at night; we had guns, special effects.”

“When producing a short film, budget and logistical limitations make you become creative in solving technical challenges and making sure the shoot like this is done in comfortable and safe conditions for the actors and the crew. Figuring these things out was an exciting challenge for me as a producer.”

Characteristically, Yorsh met every concern head on and turned in a flawless finished product. Her vision and drive not only set Yorsh apart but also unfailingly impress her colleagues. “I first met Kseniya a few years ago and was immediately impressed by her clear vision, discipline, imagination and passion,” Sergei Stern, the film’s musical composer, said. “When I was recommended as a composer for Visitors, I was pleasantly surprised to find out that Kseniya was the producer. She and Alon built a great team around this wonderful project and I think we did a solid, beautiful film that combines visual beauty with an emotional, dramatic story.”

Released in late 2016, the film—like just about every project Yorsh takes on—has been well received by audiences and recognized with awards at the Boston Science Fiction Film Festival and New York City International Film Festival. And since then, she has already produced an feature film and 2 shorts and has another currently in pre-production.

“I love producing because it’s about seizing an opportunity where one doesn’t exist before,” Yorsh said. “It’s about bringing people together and being able to recognize unique skills in a person and link it to someone else’s skills or written material. I love seeing people shine professionally and I love bringing good material to life.”

Esi Conway brings her line producing talent to Britain’s Next Top Model

Esi 2
Line producer Esi Conway

Esi Conway’s natural instincts are what make her such a gifted line producer and production manager. Her innate talent for pulling people together combined with her outstanding organizational skills have earned her a spot as one of the best. She has worked for many of the world’s best television stations and some of the most recognizable shows, and throughout it all, she is doing what she loves.

One of the highlights of Conway’s career was working as a Production Manager for Britain’s Next Top Model. The mega successful television show, based off America’s Next Top Model, gave the line producer the chance to be both a fan and a large contributor to the show’s success. Having already been familiar with the Top Model brand because of the American format, she jumped at the opportunity to work for the British version.

“It was a great opportunity to get a diverse range of experience working with leading figures in fashion, acting, and the arts. The fast-paced nature of reality television meant that I would be kept on my toes, with story lines moving and impacting the brief of the show on a day-to-day basis,” she said.

Conway worked on the series for its first nine series, and is largely responsible for making the show what it is today. After the first season, she was given the chance to work primarily on the show’s foreign shoots, allowing her to travel ahead of the production team, and immersing herself in the country of her choice while negotiating deals with local talent.

“No two days were ever the same, from setting up a make shift production office in the middle of the Moroccan desert to working with Jimmy Choo to come up with challenges for the contestants in Malaysia,” she said.

It was an executive producer of the show that Conway had previously worked with that recommended her for the position on the show. He knew from first-hand experience that she was a skillful line producer, with experience in negotiating deals with brands and thriving in a fast-paced environment, and would be a great fit on the show. From there, all those that worked with her on Britain’s Next Top Model were instantly impressed. Robert Pearson, currently a senior producer for the hit show Real Housewives of New York, worked with Conway in Argentina on the show. Together, they went ahead of the team to work out challenges for the contributor, and meet with contractors. He describes working with the line producer as a pleasure.

“Esi is a level-headed problem solver and an excellent people manager.  She is a dedicated team member who is able to motivate others. Her can-do attitude is an asset as well as her commitment to any project,” said Pearson.

Conway agrees that working with Pearson was a great experience, and the relationships she gained from working on the show was part of what made it invaluable. She also thoroughly enjoyed the opportunities the show gave her to work with local designers and creative talents, and gave them the chance to showcase their capabilities on a show watched by millions.

“I love the varied nature of the show, knowing that each day would come with a new set of challenges and problems to solve. I loved working with people in different countries across the globe to pull together to make a great show. I also enjoyed seeing the ideas and concepts come together seeing the contributors getting excited by the challenges the team had thought up or about receiving one the prizes that I had negotiated,” she concluded.

From her work with BBC, MTV, Animal Planet, Investigation Discovery, and many more, there is no doubt to both audiences and colleagues as to why Esi Conway is internationally recognized as an extraordinary Line producer/ Production Manager. Those first nine seasons of Britain’s Next Top Model were just the beginning, and now, years later, the world is not only appreciative, but also thankful for her talent.

EVGENY TELEGIN: EXCEEDING EXPECTATIONS IN THE COMMERCIAL INDUSTRY

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.”

New Year in Trehmer_2

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.