Operating below the industry radar the past four months, V3, under the aegis of veteran executive producer Sylvia Kahn, has produced several jobs–spanning broadcast commercials, Web-based fare, viral ads and special venue pieces–which have deployed the talents of up-and-coming directors. Launched by bicoastal Anonymous Content as a specialty division, the Culver City-based V3 serves as a resource to the ad agency community. V3’s charter is to provide production solutions to agencies, encompassing such areas as their client-driven initiatives for alternative advertising and marketing forms.
Andy Traines, executive producer of Anonymous Content’s commercialmaking operation, said that V3 was formed in response to a changing advertising landscape, in which branded entertainment, video on demand (VOD), viral content, Web pieces, mobile communications, and point-of-purchase exposure are gaining momentum. The challenge for mainstream spot production companies, he related, is determining how to best meet the needs of this emerging, expanding marketplace, realizing that major broadcast commercial budgets are often too pricey for these new varied forms of content. Anonymous’ solution was to create what Traines described as being “a lean, mean, cost-effective division that still offered top-flight production talent and values.”
Kahn and Traines have sought out young, multi-disciplinary directorial talent for V3. Traines observed that getting promising directors started today has become an at times daunting task, but a viable vehicle toward this end is a company in the V3 mold, which addresses the marketplace need to attain high quality production within the confines of challenged budgets.
Kahn has spearheaded V3 from its inception; the division has already wrapped varied projects with different helmers. Among the directors whom V3 maintains relationships with are Ramesh Iyer, Tom Cartier, Jesse Jacobs, Tom Gatsoulis and Christian Johnston. The latter–represented via the Anonymous talent agency’s literary department–is a writer who also has TV/documentary/spotmaking experience. In fact, a Johnston-directed docudrama, September Tapes, was recently released on DVD. Johnston also developed a viral campaign to promote the DVD release. Kahn said that Johnston is the type of hybrid talent ideal for writing, developing and directing VOD content, and she has plans for him in that arena.
Under the V3 banner, Jacobs, who has a background spanning live-action, animation, object work and mime, directed an Intel project featuring The Blue Man Group. The work resulted in three banner ads, which its agency at the time, Euro RSCG Worldwide, New York, then cut into Web spots. (The account has since gone over to McCann WorldGroup.) Jacobs collaborated with noted cinematographer Stefan Czapsky on the job. V3 got the chance to take on the assignment thanks in part to Euro RSCG’s working relationship with Anonymous Content and director David Kellogg on The Blue Man Group commercials for Intel. The agency approached Traines with a more modestly budgeted Blue Man Group project for the Web, which resulted in the agency tapping into V3.
Gatsoulis has directed a pair of V3 jobs, the first being an ESPN spot for the NCAA March Madness men’s basketball tournament out of Seattle agency Wexley School for Girls. He then took on a Universal Studios Tour broadcast spot assignment, which will also spawn some viral ads for mobile distribution, out of agency Cimarron, Hollywood. Cimarron is an example of some of the untraditional agencies that are starting to emerge; the shop is well known as a trailer creation/production company but is branching out into the general ad market.
Cartier directed seven one-minute films for the NYC2012 group, designed to help New York City in its bid to host the 2012 Summer Olympics. The mini-movies recently appeared on the Times Square Jumbotron when an International Olympic Committee delegation was visiting Manhattan. (Cartier has been featured a couple of times in SHOOT‘s “The Best Work You May Never See” gallery.)
And Iyer wrapped a V3-produced broadcast :30 for Cellular One, out of Barkley Evergeen & Partners, Kansas City, Mo.
KAHN
Kahn has broad-based experience in commercialmaking, interactive fare and short films. She is perhaps best known for her longstanding tenure as executive producer at now defunct Johns+Gorman Films (a company that has evolved into what is now bicoastal Sandwick Films).
Kahn later co-created and developed Producer’s Source, an industry online database. This was followed by a stint at Headquarters where Kahn executive produced assorted jobs for directors such as the Joe Public duo (now at bicoastal HSI Productions) and David Cornell.
“Our hiring Sylvia and the creation of V3 provides our client base with additional creative opportunities for traditional and non-traditional marketing and advertising,” stated Anonymous Content chairman/CEO Steve Golin.
Kahn said that several of Anonymous Content’s music video directors could also figure into new-media projects at V3. She reasoned that clip helmers are accustomed to working within budget constraints and that their creativity could translate well into varied branded content disciplines.
Traines added that some of Anonymous Content’s marquee commercial directors might also dovetail into alternative advertising and marketing in association with V3. Integrated marketing opportunities could find a major spot director working on both a broadcast campaign and related content across other media platforms.
The overall Anonymous Content is no stranger to crossing multiple platforms. Established in Aug. ’99, Anonymous is a multimedia development, production and talent management company. It produced the first groundbreaking series of the BMW films for Fallon, Minneapolis. Golin guides Anonymous and has produced or executive produced more than 30 feature films; his recent credits include Eternal Sunshine of the Spotless Mind and 50 First Dates. Anonymous is currently in production on Dead I May Well Be and In the Land of Women, and is executive producing the Showtime series The L Word. Anonymous’ alluded-to music video operation is headed by executive producer Sheira Rees-Davies.
