its also the acronym of American Motion, an Austin, Texas-based commercial production house that has its own brand of firepower in executive producer/owner John Gilliland.
Gilliland launched the company last May with seasoned directors Frank Tammariello and Gordon Willis Jr. (both handled by AMMO only in the Southwest) and the up-and-coming directing team of Kim Flores and Mike Swenson.
AMMO may be not be in L.A. or New York, but make no mistake, the company was founded specifically because Texas is a prime market, one that the companys directors have great interest in. Its a little different in that I just handle Frank and Gordon regionally, notes Gilliland. Its sort of a jewel of a market. Theres a lot of agencies here and a lot of work-good work-coming out of here. By me being here, only in this region, they know Im searching out every possible lead and trying to get them in on as much as possible.
Comedy specialist Tammariello (repped nationally by bicoastal Access Film) has helmed a four-spot package for Homeland grocery stores through AMMO; the spots Practice, Rodeo, Scanman and Salon were created by Littlefield Marketing & Advertising, Tulsa, Okla. And at press time, AMMO had booked Tammariello for a Valvoline Instant Oil Change assignment out of Doe-Anderson, Louisville, Ky. Director/ cameraman Willis (repped elsewhere by bicoastal Atherton), who specializes in beautiful visuals, has directed one AMMO-produced ad-Cy-cling for Alcon Supralens contact lens cleaner via Targetbase Marketing, Irving, Texas.
This region was incredibly slow [for several months after AMMO opened], says Gilliland. The good thing is that the word on the street about us is good, he notes. Im not going to get ourselves in a situation where were doing [bad work]. One bad job could be really bad for me at this point. I want to make sure the quality is good, which is the most important thing. Its more important than making money.
First Shot
AMMO also produced a spot for Midway Arts called Twisted Edge, out of DDB Needham Dallas, which shows a snowboarding video game enthusiast strapped to a ceiling fan; and Southwest Airlines Washing Machine, via GSD&M, Austin. The ad promotes the airlines Friends Fly Free deal using images of an overflowing washing machine; a voiceover asks, Remember the last time you went skiing and left your kids home? Theyre the first spots for the directorial duo of Flores and Swenson, two independent filmmakers AMMO is introducing to advertising. They do quirky, cutting-edge images, says Gilliland, who adds that the pair also wrapped a three-minute short film, Maid! Madonna! Whore! for the Austin Film Society. Theyre big on art direction, and theyre good with performances.
Gilliland began his career with a seven-year stint in L.A. as a freelance producer, primarily on music videos. He also spent a few years as a producer on Americas Most Wanted (the FOX reality-based crime-fighting series that also gave starts to director Tom Finerty, now at The Joneses, Santa Monica, and director Michael Cerny who recently left Concrete Productions, Dallas, to launch Mirella Film Co., Hollywood). The shows crime reenactment scenes took Gilliland cross-country and honed his skill in producing big location shoots.
In 1993, Gilliland moved to Dallas, working for a year and a half as a staff producer at Concrete before returning to freelancing. Hes produced for assorted directors with Texas shops, including Tammariello (who was formerly at Concrete) and Willis (formerly at Big Fish Films, Dallas). Opening his own shop was the natural next step.
Gilliland is a bit unusual in that, even after forming AMMO, he continues to line produce, primarily for Willis. And last year, he produced a Tammariello-directed Texas Lottery spot, Strange Voices, via GSD&M. Gilliland explains he likes to keep control of the jobs, and, for now, the company is small enough to allow him to do so.
A lot of executive producers dont have line-producer skills, says Willis. It makes John a much stronger producer. I do a lot of hands-on location work, which a lot of producers arent used to, because youre reinventing the process every time youre on the road. Its a real talent to pull off those location jobs, because they have so many variables.
Willis trust in Gilliland made joining AMMO a no-brainer for him. The director, who recently moved to Duxbury, Mass., after 16 years in Texas, wanted someone he could count on to deliver the goods without him being there. I have all the faith in the world in John that he could take care of me in the Southwest, on a business as well as a personal level, says Willis. If you talk to any director, I think the biggest concern with our production companies is that we dont want to be just another reel on a shelf. Were always looking for a personal relationship.
AMMO is repped by Dallas-based Jack Reed Reps, which works in tandem with Gilliland to scout out business leads. Gillilands only goal for the company, he says, is the eternal quest to book more jobs. I like being a regional company, says Gilliland. Its a nice little niche. Im happy concentrating on building this.l
