Marketing planet Earth one project at a time.

Serpentine

New Direction

Denise Marco and Isabella Ramirez in Serpentine

Denise Marco and Isabella Ramirez in Serpentine.

This past week I was contracted to direct some commercial shoots through an ad agency. From a farm, to a school and a bank, each was a different experience. The talent for these shoots were “real” people not actors. The one thing that non-actors bring to a commercial for their own company is authenticity. If they don’t believe in what they’re selling who is? They also aren’t trying to create a character, they already are one.

All my films have had non-actors. In First World it was the equestrian. In Evidence it was a scientist as a court stenographer. In Justice Is Mind it was the pizza shop owner and MRI technicians. In Serpentine it was the skater and skating coach. In my view as long as you don’t ask for too much range, it usually works out fine. But that being said, it doesn’t matter if they are actors or non-actors, it all comes down to organization and coaching a performance.

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Brittany Wilkinson in First World.

There are some directors that are all about an obsessive amount of direction. I’ve seen this first hand as a performer. Sometimes I understand the level of detail they want, but often it’s just to demonstrate to everyone what title they hold on set. For me, if I don’t have any comment for an actor I’m directing that means it was OK with me. Particularly for non-actors, you have to find an emotional place for them to exist without thinking they are performing. For actors, who tend to analyze everything, I believe less is more. But in all cases, my one requirement is believability and when required a memorization of lines.

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Kim Merriam in Evidence.

In one of my films, one actor, who had the script for at least two months, arrived on set with almost no lines memorized. To say I was frustrated was beyond description, but the actor he played opposite was a true professional and thankfully picked up where he couldn’t. It was so bad, that we had to tape his lines to a window and shoot from an angle!

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Kim Gordon and Paul Lussier in Justice Is Mind.

As for lines, when I wrote Justice Is Mind the characters of Constance Smith and John Darrow had literal monologue after monologue and numerous other scenes with complex dialogue. But when Kim Gordon and Paul Lussier auditioned they brought such a realism to the characters that even I didn’t envision when I wrote the parts. It is no coincidence that I cast them opposite each other in Serpentine: The Short Program. At the end of the day, this is what a director lives for when casting—knowing you can cast actors without an audition.

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Paul Lussier and Kim Gordon in Serpentine: The Short Program.

This past week’s shooting reminded me of days long past when I directed my first TV commercial. It was a direct response spot for ESPN in the 1990s for the figure skating magazine I published. I fondly remember sitting in the editing booths with technicians going over one cut after another to a previously recorded narrator’s voice from a script I wrote. At the time I didn’t really know I was the director, but when I think about it they kept asking me if everything looked OK or if I wanted to try something different.  I now realize that they were training me on directing.

As they say, it all starts somewhere. And that’s what I told the talent I was interviewing this past week. Some may never be on-camera again, but there may be one or two who will remember the experience years from now when they are on network television.

Action.

SOS United States - UK Poster

I just finished updates to SOS United States. This new poster was designed by Daniel Elek-Diamanta.


Motors & Mansions

Newport 1

My Pontiac Solstice at Chateau-sur-Mer

I can’t take credit for this week’s blog post title.  I lifted it from Audrain Automobile Museum’s email promoting their third production of Cars & Coffee in partnership with the Preservation Society of Newport County.  Yesterday’s outing took us to the beautiful Chateau-sur-Mer.

This type of production is a win-win for both the museum and the society. First, in a very cool way, they draw traffic to these storied mansions of yesteryear. Second, the auto museum gets the message past their beautiful location on Bellevue Avenue. Needless to say, I highly recommend visiting the museum and the mansions the next time you are in Newport.

I’m not sure who created the idea for this event but it’s a brilliant promotion. Marketing and event production should be seamless and effortless in its look. When the consumer arrives it should just appear that the event happened, rather than feeling forced.  When they are at the event it’s a welcoming atmosphere with like-minded people. When they leave, they are looking forward to the next production.

This past week I was talking to a potential new marketing client. Sadly, he was one of these overly analytical types who didn’t want to listen to anyone except his inner ego. He couldn’t understand why his product wasn’t selling. I suppose I could have told him that his inner ego isn’t a customer. I passed on working with him.

While I go for the cars, it’s really the conversations I enjoy the most. I’ve been working on a production idea in Newport and for the first time I mentioned it to a few attendees. Is this market research? Absolutely. If you can’t interest those that live in that world why develop it.

As some may recall, when I had the idea for a political thriller around the sport of figure skating I went to the World Figure Skating Championships in Boston last year. After talking to a variety of insiders and former colleagues, I wrote Serpentine. Serpentine: The Short Program can be streamed on Amazon or the Ice Network.

Next trip.

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Chateau-sur-Mer