Actor/writer/ director Peter Berg has signed for exclusive representation as a spot helmer with Shooting Gallery Productions (SGP), the commercial division of New York-headquartered The Shooting Gallery (TSG). President Tim Clawson heads SGP, and also serves as executive VP of TSG’s production services arm, Gun For Hire (GFH).
It was through GFH that Berg and Clawson became acquainted. Earlier this year, Berg created, wrote and directed the short-lived but critically well received drama Wonderland. The ABC series, which explored the lives of patients at a psychiatric hospital, was produced with support from GFH.
"Peter is a multitalented filmmaker," said Clawson. "He’s a writer, director and narrative storyteller who’s skilled at creating dramatic, serious and funny scenarios. I believe the direction we’re heading in is one where the commercials and advertising that are most effective are going to be of that storytelling type of work."
Berg was previously represented for commercials by bicoastal Tool of North America, his first spot roost (SHOOT, 9/25/98, p. 7). During his tenure there, Berg made his commercial-helming debut with "Family Reunion" for Webmiles via Goldberg Moser O’Neill, San Francisco. The humorous ad features an obnoxious person who stands in for a friend at a family reunion—much to the family’s dismay—because he had the Webmiles necessary to get a cheap flight, while the real relative didn’t.
Berg described the experience as "bittersweet," in that the assignment signaled his break into the commercial arena, and yet it came in the midst of the actors unions’ strike against the advertising industry. Berg, who’s a Screen Actors Guild member, said he ultimately decided to accept the helming assignment because commercial directing "is an area I want to explore. I want to be in a position to work with lots of Screen Actors Guild members as a commercial director. If I don’t do something to develop a reel, that’s not going to happen."
Berg and Clawson said that in addition to commercials, they plan to explore feature film, television and new media opportunities together through TSG. "It’s an overall housekeeping deal," Berg said. "I think Shooting Gallery is one of the freshest and most innovative companies and they’re really in the process of taking off. I look forward to working with them in a variety of ways."
Perhaps best known for his role as Dr. Billy Kronk on the CBS drama Chicago Hope, Berg also wrote and directed several episodes of the series. In ’98, he made his feature directing debut with the darkly funny film Very Bad Things, which he also wrote. The movie starred Cameron Diaz and Christian Slater.
Berg’s next feature effort is Truck 44, a film he’ll direct for USA Pictures about New York City firemen. He is also developing two series for HBO.
Berg joins a SGP directorial roster that also includes director/cameraman Allen Weiss, director Richard D’Alessio and the directing team Spooner/ French (Nick and Andrew, respectively). Mary Knox heads national sales for SGP. Knox and Daniels are partnered in independent rep firm Help!, New York and Minneapolis, which also handles the East Coast for SGP. Providing West Coast representation are Susan Bennett and Whitney Kiley of Santa Monica-based S&W. Rich Newman and Sue Rosen of Chicago-based Richard Newman and Associates cover the Midwest. SGP is repped in Canada via an association with Imported Artists, Toronto.
