While its prime focus continues to be content production, the venerable EUE/Screen Gems has made one significant change in its NYC business model, ending its long-time involvement in operating and maintaining large shooting stages in the city. EUE/Screen Gems has relocated from its facility home on the East Side of Manhattan–where it produced countless TV commercials and launched the careers of many directors–and now set up shop in light, airy, stylish offices on Greenwich Street in the West Village. The production company is putting its full energy into creating and producing content for ad agencies, brands and media firms, as well as its extensive projects in the TV programming and entertainment space.
Doug Wedeck, executive VP and exec producer of EUE/Screen Gems, said that to the best of his knowledge, the company’s former NYC studio space is not currently being operated as stages for shooting. He and the other executives at EUE are unaware of what’s in store for the stage space at this time. As EUE/Screen Gems does not own the building, they are not privy to the owner’s future plans.
“It was great to have the stages,” said EUE exec producer John Posimato. “We built some great relationships there and produced some really memorable work. But this is the right move for EUE/Screen Gems in New York today and going forward.”
EUE/Screen Gems continues to operate its major shooting stage complexes in the South. Based in Wilmington, North Carolina, and Atlanta, Georgia, those studios have been home to numerous feature film, television and advertising projects.
Meanwhile, joining Wedeck and Posimato at the new Greenwich Street headquarters are such EUE/Screen Gems senior managers and leaders as COO Chris Cooney, EP/director of new business John Caffera and EP Tony Caronia. Recent ad projects produced by EUE/Screen Gems include the newly launched TV campaign for Rolaids featuring celebrity chef Guy Fieri, as well as commercials for such brands as Bank of America, Ethan Allen, the Boy Scouts of America and the Australian Gold line of sun care and salon products. Digital work from EUE includes web videos for Skinny Cow and Lean Cuisine.
EUE/Screen Gems now includes divisions focusing on advertising content creation and production–both in digital media and more traditional channels–and an entertainment division headquartered in L.A. that is represented by Creative Artists Agency.
The company continues to shoot commercials for major global brands and agencies around the world, Posimato pointed out, tapping a wide range of directorial talent. “Our size and scope have allowed us to develop lots of far-reaching relationships, both with clients and with directors,” he said. EUE/Screen Gems currently works closely with a number of advertisers for which it has preferred vendor status, and collaborates closely on production jobs with agencies, independent production consultants, client procurement departments and other stakeholders.
As for the capabilities available in the company’s new Greenwich Street home, Wedeck observed that, aside from no longer having big shooting stages, nothing has changed except the address, the decor and the vibe. “We still handle everything here from production through post, and that’s particularly important when dealing with longer format web projects,” he said.
Working out of three floors of a classic brick building in the heart of a bustling creative hub of ad agencies, production companies and tech firms, the new NYC space is a far cry from the former home of “Guiding Light,” the CBS daytime drama that was produced on EUE/Screen Gems’ midtown stage for years.
“Everyone loves working down here,” Wedeck said of the new headquarters. “It’s just a really great environment, and it reflects how we’ve adapted to the changing demands of our industry.”
Imposter Signs Viral Dancer and Filmmaker David Vu
Viral filmmaker, dancer and choreographer David Vu, has joined Imposter’s roster for U.S. representation.
Vu rose to fame after his dance videos went viral on TikTok--most notably, his choreography for Doja Cat’s “Get into It (Yuh),” which became one of the biggest viral trends of 2021, and the 15-second cutdown of his Pop Smoke “AP” choreography. Prioritizing simplicity, collaboration, and distinctiveness, he inspired a chain reaction of user participation.
Drawing audiences deeper into surreal worlds through creative use of framing, Vu choreographed, directed, and starred in his own video for Lil Simz, “Gorilla”--which brought in 1.5 million plays after being reposted by the rapper herself--and played with movement and VFX for Hillari’s “New Beginnings.” He caught the attention of Caviar London, where he offered up his combination of discipline and creative instincts to artists and brands, being asked to recreate his “Gorilla” video in a commercial for aromatherapy brand, ripple+ home, and directing the music video for CamelPhat and Nadia Ali’s “Endlessly.”
Avtar Kay, managing director and EP at Imposter, said, “We’re ecstatic to welcome David Vu to the Imposter family! His ability to blend movement with cinematic storytelling is something really special, and we can’t wait to share that fresh perspective with everyone. David’s background as a dancer and choreographer lends to his filmmaking style, which incorporates dynamic choreography, precision, and stunning, immersive visuals that pull you right in. He has developed a unique cinematic voice that merges the art of movement with texture, space, and emotion. His innovative approach is exactly what we need to push the boundaries of visual storytelling... Read More