Film Roman, the film/TV animation studio best known for producing TV series such as The Simpsons, King of the Hill and Garfield, is stepping up its spot division as part of a continuing effort to broaden the company’s creative scope. In recent years, the North Hollywood-based studio has branched out into live action production and last fall it launched an entertainment Web site, Level13.net.
Since its inception nearly 10 years ago (SHOOT, 2/8/91, p. 7), Film Roman’s commercial division has primarily produced spots featuring characters from the aforementioned TV shows for clients such as Butterfinger, RC Cola, KFC, Intel, McDonald’s and Embassy Suite Hotels. According to Kathee Schneider, VP of creative affairs/executive producer, the company is actively seeking assignments to produce original animated fare for commercials.
"We’re really trying to broaden our horizons," she said, adding that the company has invested "a lot of time and money" into bolstering the spot division. Those efforts include establishing relationships with between 100 and 150 independent artists and animators-about 20 of which are directors-eager for spotwork; most of that talent pool is associated with the studio via Level13.
In addition, the studio has named Tanya McClure as digital animation supervisor; she will oversee the production of content for the Web site and the spot division. McClure was previously lead animator on two of Level13.net’s programs, Willis and Jonah, and Flick and Flora. Prior to coming aboard the studio, she worked as a consultant for several Los Angeles firms, which included a two-year stint at E-City, where her focus was Web development.
Schneider and executive creative director Eric Radomski, who have been named to head up the spot division, are in the process of securing new commercial sales representation. Schneider and Radomski also spearheaded the Level13 initiative.
Schneider said that the directors who are attached to Film Roman’s TV programs "have all been made aware of the possibility of commercial work, and they’re very excited about it," such as Simpsons directors Mike Anderson, Bob Anderson, Lance Kramer, Mike Polcino and Carlton Batten. But Schneider conceded that TV schedules might limit the availability of those helmers. More relevant to the growth of the spot division is the sizable talent pool associated with the studio via Level13, which Radomski characterized as a combination of animators who are currently or at one time were associated with Film Roman, up-and-comers, independent filmmakers and film school students.
Joe Horne is one such talent who’s come through the Levell3 pipeline. His original characters were optioned by Film Roman and are now poised for production in the form of a Web series called Capbusters; Film Roman is in negotiations with a couple of entertainment sites interested in a production/distribution deal for the show. Horne was later tapped to join the squad of directors on the forthcoming WB network series The Oblongs, based on Angus Oblong’s book, and produced by Warner Bros. and Film Roman. The series is in the final stages of preproduction.
Level13 operates as a creative incubator for animated content. Much of that content is developed in-house, however the site also solicits material from the general public. The product showcased online is aimed at attracting content buyers seeking original fare that could be adapted for commercials, television series, feature films or the Internet.
"Level13 has given us an opportunity to put together a really eclectic commercial reel," said Radomski. "We are pushing into a lot of different techniques and styles of animation. If there’s something on the site that represents a new style or approach and one creator in particular is really good at it, we’ll make them the offer to come in and produce a spot for us."
Film Roman’s recent shortform projects include a client-direct five-minute branding reel for AskJeeves.com. Schneider directed the animation while Los Angeles-based freelance director/producer Bob Gill, a regular contributor to entertainment site Rockcity.com, helmed the live action sequences.
Other recent credits include a four-spot package for the Japanese market and Hakuhodo Advertising, Tokyo. The ads, promoting the C.C. Lemon beverage, feature characters from The Simpsons and were directed by the aforementioned Batten and Polcino.
Schneider joined Film Roman five-and-a-half years ago as director of creative. In September, she was promoted to VP of creative affairs, and in March was named executive producer of the spot division. Previously, she spent seven years as director of creative at Burbank, Calif.-based animation house DIC.
Radomski joined Film Roman two years ago as head of the animation development division. He was later named executive creative director. Earlier in his career, Radomski earned Emmy Awards for his work as an animator on HBO’s Spawn; as producer/director of the WB’s Batman: The Series; and as animation director on the WB’s Freakazoid.
