Owners/partners/exec producers Phyllis Koenig and Preston Lee, both formerly of Area 51 Films, Santa Monica, have launched Uber Content, a spot/feature production house on the Hollywood Center Studios lot. Coming over with them to the new venture are several of their Area 51 colleagues, including directors Jordan Brady, Aaron Ruell, Marc Scholermann, Theodore Melfi and Simon Stock.
A subsidiary of the Chicago-based Story Companies, Area 51 has been in business for eight years. Story principal Mark Androw–who has an investor stake in Uber Content–told SHOOT that he is retooling Area 51 and plans to bring new exec producer and directorial talent into that company.
Several jobs have already been produced under the Uber banner, with Ruell directing projects for Leo Burnett USA, Chicago, and Element 79 Partners, Chicago. Brady is currently working on assignments for Cramer-Krasselt, Phoenix. Both Ruell and Brady have feature chops, as well. Ruell gained prominence as an actor, portraying Kip in the hit comedy Napoleon Dynamite. Brady’s feature directing credits include Waking Up In Reno starring Billy Bob Thornton and Charlize Theron, Confessions of an American Girl starring Jena Malone and Brad Renfro, The Third Wheel with Luke Wilson and Denise Richards, and Dill Scallion starring Kathy Griffin and Billy Burke.
Brady’s ad endeavors include comedy spots for Taco Bell, State Farm, Kellogg’s, McDonald’s and Toyota. Ruell has helmed commercials for such clients as Kellogg’s, Burger King, Quaker, Virgin Mobile and the International Andy Awards.
Melfi is an up-and-coming director whose spec work has elicited considerable buzz–one of the latest being a humorous TV Land promo in which a cable news talk/interview show turns from deadly dull to a nostalgic homage to The Brady Bunch. The spot was recognized in SHOOT‘s “The Best Work You May Never See” gallery in December 2005. Among Melfi’s recent real-world credits are commercials for Nissan, Taco Bell and DirectTV.
Director Scholermann splits his time between Germany and Los Angeles. Well established in the European ad market for his humorous storytelling and visually driven fare, he gained his first stateside representation via newhouse, a satellite of Crossroads, bicoastal and Chicago. Scholermann then moved over to Area 51 and now Uber.
Meanwhile Stock is best known as a noted still photographer, particularly in the automotive ad arena. He has made the transition to commercials with projects for Jaguar and Mercedes, and helmed a short film, El Apprendiz, which debuted at the Los Angeles Film Festival.
As for Uber’s feature filmmaking plans, the company is slated to make its theatrical motion picture debut with witer-director Ruell’s drama Warm Blue Day. Principal photography on the film is scheduled to begin in May. Attached to star in the feature are Bill Nighy (Love Actually, The Constant Gardener) and Amy Adams (Junebug, Catch Me If You Can).