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SHOOT Digital PDF Version, March 9, 2007, Vol. 48, No. 5

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SHOOT Digital PDF Version, March 9, 2007, Vol. 48, No. 5 www.shootonline.com Paul Hunter Does MacLaren McCann Some Heavy Puts Wife In Breathing For Perennial Denial Nike, W+K For Caramilk page 12 page 13 THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION March 9, 2007 $5.00 Steve Caplan Refl ects On His Eventful AICP Tenure Setting Up Having joined AICP in 1998 and helping it to attain numerous goals, Camp At including breakthrough spot filming DDeterminingetermining incentive programs in New York and Riney, S.F. Los Angeles, executive VP Caplan By Robert Goldrich is moving on to become a partner in SAN FRANCISCO—With about a GMMB, an ad agency and media firm month-plus under his belt in the newly that focuses on major social issues as WWhat’shat’s created position of chief creative officer well as political campaigns. at Publicis & Hal Riney, San Francisco See page 4 (SHOOT, 1/29), Roger Camp—whose creative pedigree includes the lauded Beast In The East, West & Brawny Academy online reality series Now The Lone Star State during his tenure at Fallon, Minneapo- Managing partner/executive produc- NNextext lis—reflected on the opportunities and er Valerie Petrusson’s shop signs not- challenges at his new roost and in the ed editor Rob Watzke, grows its New New Compensation Models For industry in general. York office with the addition of vet- A simultaneous challenge and op- eran cutter Jim Ulbrich, and opens a Content Creation and Development portunity is attaining the right “hy- full-service operation in Texas where brid mix,” he observed, noting that it lands editor Sam Selis, who comes Discussed At AICP Session the proper balance of agency in-house over from charlieuniformtango in resources and external talents is criti- Dallas and Austin. By Robert Goldrich cal to success in today’s marketplace. See page 4 “For years we would reach out to very LOS ANGELES—”This is one of the AICP’s most important traditional production companies—di- Jerry Pierce Checks Into undertakings,” said Blair Stribley after attending a meeting rectors in particular—to work as an ex- in Los Angeles updating Association of Independent Com- SHOOT’s Chat Room tension of us and to execute an idea. mercial Producers’ members on the work of the AICP.next The former senior VP of technol- That’s still happening but it’s taken committee formed last year to provide insights, context and ogy at Universal Pictures—where on another dimension as we reach out hopefully some answers as to how the production commu- his projects included digital cinema, to others at the same time to fully de- nity can capitalize on emerging content opportunities and next generation DVD, electronic sell velop and realize big ideas.” formulate new ways of doing business. through, home servers/networks For example, he noted that Pub- Stribley, who is partner/executive producer at Venice, Ca- and copy control technologies—looks licis & Riney is currently exploring lif.-based Backyard Productions and its sister content cre- ahead to the future of entertainment collaborative opportunities not only ation and development shop Seed, explained, “The reason and its implications for advertising, with conventional production houses it’s so important is that we’re entering an era where a very which tries to stay relevant in an in- but also with digital creative shops. He new business model or models are developing for our in- creasingly fragmented marketplace. cited exploratory conversations with dustry. Producing commercials is a mature business. The See page 10 such Swedish firms as North Kingdom practices and standards are well established. But now we’re and Farfar. “We’re becoming facilita- involved in content creation Editors Series: The AICE’s Continued on page 9 tors bringing all these different dispa- Continued on page 24 Ambitious Agenda HD Initiative, industry dialogue and mentoring. The Road To NAB: Extreme Measures For Apple See page 17 By Carolyn Giardina about the impact of Autodesk’s transi- additional halls in the North Building tion, Management & Systems, Display LAS VEGAS—There are a few com- tion to Linux. All of this adds up to an and spanning nearly 900,000 net Systems, Pro Audio and Content Vil- mon themes in the editing and com- important NAB where customers will square feet—yet it also appears to be lage (where owners, aggregators and positing space in the lead up to the be taking a serious look at the sector. more focused. producers would showcase their digi- 2007 National Association of Broad- When planning the journey, attend- The new layout will incorporate a tal content). casters (NAB) Convention, which is ees may also want to be aware that the categorization system that the NAB Also of note, the NAB Production/ scheduled to take place April 14–19 in NAB has unveiled an expanded and believes would more evenly distrib- Post World Conference will feature Las Vegas. For starters, “integration” reorganized exhibit floor plan for this ute traffic and make navigation of the speakers, panels, and training on tools is likely to be a key buzzword of the year’s event. It is still overwhelming— show floor easier for attendees. The from companies that include Avid, show. Next, everyone is curious about encompassing all halls of the Las Ve- floor product categories include: Ac- Apple, Adobe, Autodesk and Sony. Apple’s plans. And, people are curious gas Convention Center including two quisition & Production, Postproduc- Continued on page 20 big fish are overrated. foundationpost.com image • copywrite • composite • design • produce • finish • direct • edit Perspectives spot.com.mentary By Robert Goldrich THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION Wally March 9, 2007 Volume 48 • Number 5 As a follow-up on the set....Walter and I realized that me out of this scene.’” friendships. It may not be rocket sci- www.SHOOTonline.com to last month’s a period piece parlor car should have However, cutting remarks that ence, but the ingenuity, creativity EDITORIAL Publisher & Editorial Director (SHOOT, 2/23) smoke,” shared Gage. “But neither of were at the same time good natured and perfectionism it takes to make Roberta Griefer 203.227.1699 ext 13 [email protected] remembrance of the late Walter us had budgeted a smoke machine. and said in good humor were also great ads takes a certain chromo- (“Wally”) Tannenbaum—penned by Simultaneously we hit on an idea. We part of the Tannenbaum repertoire. some, or maybe just a certain strain Editor Robert Goldrich Matt Miller, president/CEO of the As- had the assistant director John Zane “I always loved to take the agency of passion. I’m sure we each have 323.960.8035 [email protected] sociation of Independent Commercial light up a huge stogie and in between out for great lunches,” shared Gage. our own ‘Walter’—someone who Sr. Editor/Technology & Postproduction Carolyn Giardina Producers (AICP)—some fond recol- takes walk up and down the train puff- “Walter wasn’t impressed. He’d al- didn’t just mentor us, but inspired 323.960.8035 [email protected] lections from director George Gage ing and exhaling as much smoke as ways say, ‘You can’t put a steak on us. Someone whose keen eye could Associate Editor were relayed to us. In that Nicole Rivard 203.227.1699 ext. 16 [email protected] Tannenbaum loved to “Walter wasn’t impressed [with swank lunches bought by production share his stories about the Associate Editor houses]...He’d always say, ‘You can’t put a steak on a sample reel.’” Ken Liebeskind business, it’s apropos that 203.227.1699 ext. 17 [email protected] Gage get the chance to relate his tales humanly possible. We got our effect. a sample reel.’ He always had a way spot those who weren’t cut out for Contributor about Tannenbaum, the colorful head John got green.” with words,” continued Gage. “I’ll al- this business versus those who were Christine Champagne of production at Ted Bates “back in The kinship between the director ways remember his apt description of intrigued enough to pursue it. These ADVERTISING East/Midwest/Canada the day.” and Tannenbaum extended to long- me: ‘More luck than brains.’” people make for a great story. Robert Alvarado “During my commercial direct- form fare as well. “When I shot my Gage’s observations dovetail well Part of the collective lore of our 203.227.1699 ext. 15 [email protected] ing career, Walter quickly became first feature film, Skateboard, Walter with those of Miller, which appeared industry comes from the stories that International Roberta Griefer my favorite client,” wrote Gage in a was there,” noted Gage. “During the in SHOOT in February. Miller wrote are handed down and shared. Re- 203.227.1699 ext. 13 [email protected] faxed memoir. “But more than that, climactic scene, I looked down from that “this is an industry of great member to share yours and stop a West Coast he quickly became one of my favor- the crane and right in the middle of people. The people we meet every moment in your busy day to listen Carl Gilliard 818.763.2678 [email protected] ite friends.” the action I saw Walter with my then day in this industry set apart those to others’. Gage recalled an Orient Express- three-year-old son on his shoulders. who simply have ‘colleagues,’ from You’ll see that you’re part of a Advertising Production Gerald Giannone takeoff commercial for Panasonic that After I yelled ‘cut,’ I heard Walter tell those who work together to achieve unique tribe, a ‘Band of Brothers,’ if 203.227.1699 ext. 12 [email protected] he directed for Tannenbaum.
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