Hard at Work

Labor Day got me thinking about hard work- something I try to avoid at all costs. Aren't p.a.s and t.a.s supposed to do the hard stuff while directors and "professors" do the "Big Picture" work?

One of those cliches (if I knew how to do one of those accent things over the e in cliche I would do it, so you grammar police leave me alone) every bad football coach likes to trot out is "Failing to prepare is preparing to fail." Yuck! As bad sports cliches go I much prefer "There is no 'I' in team,"but that is for another post.

But those bad coaches are on to something and I have seen first hand truly great performers bust their butts rehearsing when other mere mortals (or dumb filmmakers) would have been off doing something more fun. I am going to share a few of those stories here and you can infer what you want.

1) In 2001 I was making a TV show for kids called Rainbow Soup about art and world culture and got to observe a lot of different artists in their process. As part of this I had the chance to see and interview Peter Gabriel (pictured here) as he played his first concert in eight years. It was a rather sudden appearance- he was going to headline the Womad Festival in Seattle after Robert Plant had to back out. Originally Peter was going to place a simple acoustic set, but two days before the show he decided to go all out with a band. At 7am on a Sunday morning, twelve hours before he was to go on stage, there is Gabriel and band in a park in Seattle working their assess off rehearsing for the show. At 7 that night he walked on stage and 30,000 people went crazy. He proceeded to play, by his own admission, a very mediocre set. As part of our arrangement I spoke with him on camera just after he walked off stage. He shook his head and looked into the camera and said, "That's what you get when you only rehearse for two days." I'll never forget it, or him really working hard when he didn't have to. The crowd loved him anyway.

2) At the end of our commercial reel there is a spot for MVP.com where Michael Jordan looks into the camera and asks, "Any Questions?" Jim shot him at a Bulls practice, Michael was staying late, by himself shooting free throws. The six-time NBA champ and MVP was in the gym by himself practicing. Did he need to do that? He thought so.

3) Years ago I had to go on a location scout at a local Chicago nightclub. When the manager met us at the door and let us in and in there was loud music playing in the background. It sounded like Elvis Costello to me- he was in the middle of a three or four day stop in Chicago. We round the corner and there on stage was Elvis and the Attractions rehearsing. The manager of the venue asked me if I minded them rehearsing while we were there. What was I going to say, "No! Elvis give it a rest we need to talk here." Of course he could play, however I needed to get on the stage so Elvis stopped what he was doing and invited us up. He was very gentlemanly, asked us what we were about to shoot and if it was OK if he could continue his rehearsal. When I was finished with my work he paused and asked if everything was OK. I said sure and asked if I could watch for a while. He said yes, and proceeded to tear into Pump it Up. My question is this. In the thousands of shows Elvis has played since the mid 1970s how many times has he played Pump it Up? Thousands? Did they really need to rehearse that badly? I guess so.

Practice makes perfect. (Sorry for the cliche.)

PeterH

You Can't Give It Away

Ten years ago this week we were hired to make a pair of commercials for Canada Dry and Schweppes. It was a promotional commercial and we had two build two sets using bottles of Ginger Ale, Club Soda and Tonic Water. One set was for the Canada Dry products and the bottles surrounded a Jeep they were giving away. The other set used the Schweppes products and we created a little putting green as their prize was a trip to the British Open golf tournament.

As filmmaking goes it was easy. Once the sets were built it was like shooting still pictures because nothing moved. The hard part of the job was building the sets with the bottles of soda. A semi-truck full of soda was delivered to the studio and for three days the art department and production assistants built our two sets with plastic soda bottles.

The shoot went well, and as often happens the agency was on a hard deadline so we had to transfer film on a Saturday morning- the morning Diana's death was announced- at double time. At the transfer session we asked the agency producer when someone was coming to pick up the soda and deliver back to the bottler. She told us we can't send it back because it costs too much to ship back to Dallas. The soda was ours to do with what we wanted.

What does one do with 10 or 20 THOUSAND bottles of soda? We had another problem- the bottles were sitting in the studio and we didn't want to pay $750 a day just to store ginger ale, so on that Monday we began the process of trying to give away a truck load of bubbly water. First we offered it to the crew, we all took as much as we wanted. (I don't drink soda, but I do enjoy a vodka and tonic. Note to self, next time get the Stolichnaya account.) We contacted charities and delivered cases of product to a Chicago social service agency called Off the Street Club- they were thrilled, but couldn't take more than a few hundred bottles.

We tried leaving it for the garbage collectors, but they wouldn't take it because the bottles were full. So at the end of the day we had a team of production assistants pour a few thousand liters of soda into the gutter and down into the Chicago sewer system.

I like to imagine all the bubbles cleaning the Chicago sewer system, but I don't think that happened.

PeterH

Shout it Out

Yesterday I shared a tale about a company (General Mills) that was too cheap to send us enough product for their own TV commercial so we had to go out and buy Raisin Nut Crunch and sell it back to them. Today, I’ll share a slightly different take on the behind-the-scenes world of TV advertising.

A few years ago we were hired to make a pair of TV spots for Shout Carpet Cleaner. It was a nice job- two or three production days and a couple of more days to build the set- plus a day of watching grape juice dry and getting paid for it. (When you do product comparison commercials there is a lot of attention paid to the legal end of things. Here we compared Shout to “the other leading brand" (Resolve) as “real people” tried to get dried grape juice stains off of white carpet. To make the test legal, the day before shooting a scientist from SC Johnson and Dan Dreesen, our ace prop master, poured exact amounts of grape juice on carpeting. The stains had to sit and dry over night to make the test valid and Jim and I had to sign affidavits agreeing to the above.)

It ain’t exactly like working in a coal mine this film business.

The shoot went great, lots of real women being amazed by how great Shout worked. It was one of those shoots where everything we did went as planned. As we worked through the first day of production Dan came up to us and said he had a problem. The prop bottles of Shout the agency supplied were beginning to crack. He was able to rig a workaround but we had to be careful how the women handled the bottles.

The next week Jim and I did the edit, Two spots cut to a re-written version of the song “Shout.” They turned into two great little commercials AND the product worked great too. Win Win, right?

Wrong.

It turned out the problem we discovered in the packaging while shooting was the fatal flaw. To make the product work affectively, the bottle needed two chambers to hold the different “ingredients” that make up Shout. That configuration stressed the spray nozzle and the bottles gave out.

So after millions of dollars of development money and thousands more on marketing- including our fees- SC Johnson pulled the plug.

Next a company that had so much product we couldn’t give it away.

PeterH

Clients...

...you can't live with 'em, you can't shoot 'em.

The number of odd choices and decisions clients make never seems to end. Most of the times they do something because of how it affects (effects- the dumb filmmaker never remembers?) the bottom line. But if you think about it closely the cost of making and airing of a TV commercial shouldn't affect it at all. A commercial- good or bad- will draw attention to a product but the TV production costs are such a small factor in the overall performance of the brand, the outcome is negligible.

As that is my preamble here is dumb client story number 521.

A few years ago we were shooting a pair of spots for the General Mills cereal brands Basic 4 and Raisin Nut Bran. Over a few days we built a supermarket aisle. We cast a kid to be "the Stock Boy" and were all set to go except for one thing- General Mills refused to send us enough boxes of cereal to stock our shelves. It was ridiculous, they are paying $75,000-$100,000 in production costs, yet can't send us a few hundred boxes of their product. The ad agency was no help, but they did tell us we could go buy cereal and charge it back to them as an overage,

So, a few days before the shoot we had production assistants scour the Chicago area for boxes each cereal. We ended up buying an additional couple of hundred boxes of flakes at $4 a box which we then marked up 25 percent and charged back to the agency, which then marked it up again and charged the client. So General Mills ultimately spent $1500 buying their own cereal from us. Go figure.

PeterH

The Places You'll Go

When we were shooting the making of The Collector documentary a couple of weeks ago Jim and I were chatting with Pete Biaggi the cinematographer. Pete casually commented that one of the best things about this business is that you never know what you are going to do next and where you are going to be. (Pete is perhaps best known as being the cinematographer on the first Project Greenlight film for HBO but has done lots of other work including Robert Altman's last two films.)

As filmmakers we have been given the opportunity to go places and see things from a perspective that would be impossible if not for this job. In the last couple of years we have climbed 300 feet in the air and shot on the gold-plated dome of the capitol of Nebraska. We commandeered Safeco Field, home of the Seattle Mariners, and had run of the place. We witnessed the re-building of TWA Flight 800, which exploded off of Long Island in 1996, and were one of perhaps 50 people permitted in wreckage. (Not all of these experiences are "fun." You could really feel the presence of the lives that were lost in the accident.)

My point is that besides the title of a Dr. Seuss book and the theme for so many bad commencement speeches, the places you'll go is a very apt description of what one can expect if they throw themselves whole heartedly into this business. You cannot be timid or you will go nowhere. You must dive in and see where the experience takes you.

PeterH

Production in Action

I am going to let the pictures tell the story today. The words below are from an incoming student. It is pretty straight forward. A film is being made. Students are watching. The dumb filmmaker is teaching, the dumb filmmaker and his partner, Jim are shooting the making of documentary.

PeterH

Today I observed the production of The Collector. I witnessed firsthand the massive amount of coordination that it takes to create just a five minute short film. To my surprise, at least 25 people had their hands on this project. Perhaps even more astonishing, was the fact that this one week of shooting was preceded by three weeks of pre-production work and will be followed by another three weeks of post-production editing, computer graphics, sound editing, etc. Two months of dedicated labor for a five minute picture! It was just my first day of observing on set and I feel like I have already captured a great understanding of what takes place behind the scenes. Everyone specializes in a single aspect of the production and eventually all of their individual efforts will seamlessly tie together into a single work of art. I really look forward to seeing the final product!

Gabe Anello

Finding the Story

Jim and I have been working on this film about teen parents on and off for 13 months. We have interviewed parents and counselors and doulas and administrators and health care professionals all to help paint the picture of these young lives. We have been working very closely with a non-profit called Teen Parent Connection. The TPC folks are incredibly upbeat and positive and everyone we have dealt with on this project is nice and caring. There is no judgment or negativity or religious affiliation, or politics, just positive actions. It is as if they have over dosed on Happy Pills. For a cynical, ironic guy like me it is very disconcerting- why is everyone so nice I ask myself.

So, the other day, on what might be our next to last day of production, we were interviewing their executive director and I asked her, "What makes you different from other social service organizations?" And she said, "We talk the talk because we walked the walk. Many of the staff and administrators (herself included) where teen parents themselves."

Ah! that's what makes them different. (Note to self, next time ask this question like 9 months ago.)

My point here is not about teen parents, but about the process we go through to paint a complete picture. Our not realizing this was not our fault- Teen Parent Connection does not promote themselves as a place for teen parents by teen parents, nor do any of these women wear their past on their sleeves. We needed these 13 months as a time of discovery. This little, almost anecdotal, piece of evidence will completely change our approach to the edit. And we may even decide to go shoot some more from this point of view.

In an earlier post I talked about good, fast cheap- pick two. In this case I hope you see why fast was not picked. We needed the time to find the story to make the best film possible.

PeterH