Tony Petrossian of Rockhard Films, West Hollywood, thinks of his music videos as branded content. “The challenge is to write an idea that is intriguing enough to get people to watch, while always keeping a close eye on how the brand–the artist–is presented,” explained Petrossian, who was chosen to be in SHOOT’s New Directors Showcase also featured in this issue. But it wasn’t until recently that he worked on his first official branded content piece–a “music video” sponsored by Nike, Inc. China via Wieden + Kennedy, Shanghai.
“Beijing Ballers” is essentially a short film set to the music of Chinese hip hop artist MC Webber that was slated to air in conjunction with a huge basketball tournament that Nike was sponsoring in May. Shot at Zhou Zhou in Beijing, the film shows three “ballers” outdoing the competition with their awesome street moves and speed no matter how outnumbered they are. “The client’s goal was to create a riveting action piece that would keep kids engaged,” said Petrossian. “We worked together to make sure that the branding that resulted in the cut stemmed out of the necessity of a given scenario in the film, as opposed to forcing shots of branding into the film.”
Petrossian also took on the role of editor and VFX supervisor, which was crucial to getting the film done on time and on budget. “It allowed me to take quick and decisive action when it was necessary, with full knowledge and responsibility for the consequences of such moves.”
Throughout the process Petrossian used an interpreter to speak to all key personnel except for his producer. “I really paid attention to non-verbal cues from others and established my own to communicate my vision. I was always hyper aware of my own body gestures and energy–trying to maintain a confident and relaxed, positive example for everyone to rally around. Had I panicked or shown lack of confidence given our time constraints, I may have lost the crew’s loyalty and faith. As it turns out they stuck it out with me all the way and hustled like mad.
“That experience is something I could not have learned in film school,” said Petrossian.
Meet Larry Saltzman, The Musician Who Taught Timothรฉe Chalamet To Play Guitar Like Bob Dylan For “A Complete Unknown”
He's not a movie buff, so New York musician Larry Saltzman doesn't always watch the Oscars. This year, however, he's got a rooting interest.
Saltzman taught actor Timothรฉe Chalamet how to play guitar for the role of Bob Dylan in "A Complete Unknown." In turn, Chalamet earned a best actor nomination and the film is also up for best picture at the Academy Awards on Sunday.
A guitarist who's performed with Simon & Garfunkel, Bette Midler and David Johansen, as well as in the pit at Broadway productions "Hairspray" and "Ain't Too Proud to Beg," Saltzman has developed a specialty in teaching actors how to play music for their roles. Besides Chalamet, recent pupils have included Adam Driver and Sadie Sink of "Stranger Things."
On a fellow musician's recommendation, Saltzman first got a call from a movie studio about a decade ago. He admits to being cranky as discussions dragged on. "I almost did everything to talk them out of hiring me," he said.
Not until the fifth phone call did the studio identify the client: Meryl Streep.
She needed to learn the electric guitar for her starring role in the 2015 film "Ricki and the Flash," where she portrayed an aging rocker trying to keep her career and life together in the wake of a series of disappointments.
Working with Streep is a little like a political consultant's first client being elected president. If she likes you and word gets around, other students will follow. Teaching actors now represents about 40% of his business, the 69-year-old said.
"My time spent with her was excellent," he said of Streep. "She's smart. She knows how to learn things. There was a steady progress over three or four months. She did very well."
Faking it just won't do for serious actors... Read More