Consider director Ted Melfi the first of his graduating class to land a job. Melfi has joined the roster of Area 51 Films, Santa Monica, thanks in part to spec work he helmed as a member of Group101Spots’ freshman class.
Founded by art director/graphic designer/aspiring commercial director Dina Mande, Group101Spots is modeled after its older sibling, Group101Films—a collective geared to help up-and-coming prospective helmers make short films—which Mande and five other entertainment industry professionals co-founded in 2000. Group101Films holds semiannual screenings that play to full houses in Los Angeles. Regional chapters have sprouted across the country and at international outposts.
Still in its infancy, 101Spots held its first public screening and wrap party this summer at Rhythm & Hues Studios, Los Angeles (SHOOT, 9/26, p. 7). This showcase of spec ads represented the work of aspiring commercial directors. They helmed six spec spots apiece over a six-month span. Now each has a reel that conveys their talent, storytelling sensibilities and most importantly, might help to get them signed by a production house—as it did Melfi.
Melfi’s spec fare includes spots for Heineken, Earthlink, The Los Angeles Times and MTV. The latter stars porn star Ron Jeremy. Titled "Porno," the MTV spot finds Jeremy delivering a pizza to an apartment in Southern California’s San Fernando Valley (the geographic hub of the pornography industry) circa 1976. Attractive blonde twin gals answer the door wearing silky nightgowns. "Who ordered a large sausage?" Jeremy asks.
"We don’t have enough money. How will we pay you?" the twins wonder aloud. But nothing happens. Confused, the girls repeat the line. Jeremy looks off to the side where behind the scenes is a sleeping guitarist who is then roused from his slumber and begins to play. Taking his cue, Jeremy then enters the apartment, much to the twins’ delight. The tag, "The power of music," is followed by the MTV logo.
It was through the 101Spots grapevine that Melfi was able to get his spec script into Jeremy’s hands. Other examples of the support and resources the 101Spots collective provides include: discounts and collaborative help from several post houses (Avenue Edit, Santa Monica; Brass Knuckles, Venice, Calif.; and Red Car, Santa Monica); mentoring from freelance creative/copywriter Jeff Nicosia, who also solicited quality scripts from his friends and colleagues in the ad business; and monthly workshops hosted by such shops as Saatchi & Saatchi LA, Torrance, Calif., bicoastal HKM, Santa Monica-based Green Dot Films and bicoastal/international @radical. media.
"We’re creating a community where new directors will not only be able to share resources, but also get the honest feedback necessary to grow," said Mande, whose day job has her serving as an art director at The Studio, a division of Burbank, Calif.-based New Wave Entertainment. Via 101Spots, Mande directed spec ads for Canon, Bud Light and Best Buy.
In addition to Melfi and Mande, the 101Spots freshman class also included Judy Starkman, Larry Shanet (a.k.a. Kranky), Blain Brown, Anthony Dalesandro, Maureen Timpa Hendricks, Aaron Kisner, Adam Martin (a.k.a. Parts Unknown), Charlie Tercek and Matt Uhry.
Shanet, formerly represented by bicoastal Treat, had a hand in helming several spec commercials at 101Spots. At press time, he was about to finalize a deal to join an as yet undisclosed commercial production house.
Now 101Spots’ fall class—dubbed "the second wave"—is being assembled. The deadline for applications to become part of "the second wave" has been extended to Oct. 31. For info, visit www.group101spots.com.
