Director/photographer Jay Silverman looks back on the genesis of his business, Jay Silverman Productions, and its progression over a path of 30 years and still counting.
Q: When did your company launch? Tell us what it was like then and how it has changed over the years. What factors prompted you to change and adapt? What’s your company philosophy and has it changed over the years, and if so, how?
Silverman: I graduated from the noted Brooks Institute of Photography in Santa Barbara in l978. For the next two years, I hustled myself as a photographer, knocking on doors, trying to sell my portfolio to every ad agency and design firm in Southern California that would listen to me–the ad industry was really booming back then. In 1980, I launched Jay Silverman Productions on Fairfax Ave, near Olympic Blvd in LA, which included its own little stage. I then hired one, then two, then three employees, and enjoyed a successful little enterprise.
Between ’80 and the early ’90s, I developed my still photography skills as well as my ability to shoot National Campaigns with lifestyle and celebrity endorsements. I established a great clientele, shot projects for Coke, Pepsi, Budweiser, Kodak–once you get your foot in the door with those types of clients, there was tremendous growth potential. (I became the West Coast guy that shot the sexy beer posters for the major breweries). Because of East Coast weather, I was becoming more and more sought after to shoot exteriors with “people and product” and “lifestyle” photography. Since I was located in Hollywood, my high energy photography of celebrities like Clint Eastwood, George Burns, Vincent Price, Angela Lansbury, and others, was on the rise for movies and television.
Additionally, I’ve been fortunate enough to have earned the trust of some legendary stars that have also turn into some very special relationships over the years. For instance, my friendship with Ray Charles developed as we worked together filming numerous commercials and print shoots. I’ve also had similar experiences with Michael Jordan, Martin Sheen and Denzel Washington.
I’d say in the early 90’s, I became the “go to” photographer for Pepsi, Telelflora, and Doritos in particular, working in conjunction with “The Dream Teams” filming stars in football and basketball, and later on a Pepsi campaign starring the cast of “Seinfeld.” I then got a call from J. Walter Thompson to shoot a 10-second tag for Nestle’s Quik that starred Steve Garvey. That was the beginning of my live action career and director debut–I had so much fun, and realized it was a natural progression to shoot both film and still photography. For the past 17 years, I haven’t looked back, and have offered both services to a diverse range of clients.
Ten years ago, we built a 40,000 square foot facility in the heart of Hollywood. Our goal was to ensure that every client’s experience was executed beyond expectations. Our studio lot is state of the art, easily accessible, and allows our clients a high degree of convenience and comfort.
My company’s philosophy has always been–and remains–client service with a top-notch team to solve any client’s problems. What’s kept me in business for 30 years is my desire to always want to improve my skills and to have my work look fresh. There is an incredible need in this industry to stay current and vital. One of the ways I do this is to shoot a ton of film on my own to further develop my own “look and feel.” I’m able to replicate that on a customized basis for each of my clients, according to their individual project.
On a side note: Of course, technology plays a role in being a successful director and photographer today. I started my career back in the ‘pre-tech’ days. There were few computers, cell phones or even fax machines then. I learned photography on a non-digital camera and developed my own film. Young people coming up today are great at learning how to use these devices, but they don’t always have the skills on how to get a job, or the talents to manage the expectations of the clients. These days, there seems to be too much reliance on IMs, Email and Tweeting. Those who are coming up through the ranks today need to develop that “personal touch” with clients to ensure their success. I feel they will have a much tougher time than I did, if they forget that picking up the phone will always outsell an Email.
Q: Tell us about one or two current projects:
Silverman: Fortunately, we’ve been extremely busy this year on a wide variety of projects across print, television, web, and social media. We just finished up a spot for a state lottery featuring animatronic badgers playing couples tennis. The project incorporates action footage of a human couple embellished by digital effects of two badgers also playing tennis on the same court.
We recently completed a brand new cross platform campaign promoting Merillat kitchen cabinets, starring renowned TV chef Curtis Stone (NBC’s “Next Great Restaurant,” “The Biggest Loser,” “Celebrity Apprentice,” “Miss America” Pageant, TLC’s “Take Home Chef”). The TV spots have been running on HGTV, FoodNetwork, DIY, and the Cooking Channel.
Merillat, one of the nation’s largest cabinet manufacturers, and the number one builder-preferred cabinetry brand, is seeking a higher brand profile with its target audience: women consumers age 25-49. The social media elements we shot for the new Merillat campaign appear on Facebook, MySpace, YouTube and Twitter, and the interactive components on the Merillat website, HGTV.com, and FoodNetwork.com.
The print advertising which we shot will appear later this year, in national and regional trade publications, such as Kitchen & Bath Design News, ProBuilder, Builder and Kitchen and Bath Business, and in local advertising efforts by Merillat builders and dealers.
We also recently shot a “Cage Free Chickens” spot for client Egg Innovations. The spot was shot on location at the Sybil Prison, in Monterey Park, CA. The basic challenge here was to illustrate, in a movie trailer kind of style, the contrast between a chicken who was literally ‘caged,’ and the alternative. Cage Free Chicken Eggs are not only considered to be far better tasting, but are much more humane. We wanted this spot to be dark and edgy, and then of course, funny as well.
Additionally, we just completed a new TV campaign for Rent-A-Center stores starring Troy Aikman and Hulk Hogan. Right now, we’re working on a series of PSA spots for The Sierra Club promoting awareness of the recent environmental disaster which occurred off the Gulf of Mexico. So far, we’ve shot movie star Eva Mendes for one PSA on a Red Camera/4k, and we’ll be working with some additional big stars soon.
Q: What are your plans for the next 10 years?
Silverman: I want to further explore my creative side in two ways. I was an executive producer on the A&E drama “The Cleaner” for two years, and I loved that. “The Cleaner” was an original idea based on a real life drug interventionist. I’m constantly developing new ideas for television series, as well as developing a number of scripts for short, live action films that I will be directing soon.
I believe the future of television advertising is the evolution of branded content. I just saw a show called “Bachelor Pad” that featured the young, sexy cast playing Twister–what an incredible branded opportunity for the makers of that game! And there was a Slurpee from 7-11 that played a role in a recent episode of “Glee.” And in an episode of “Modern Family,” one of the characters was obsessed with getting an iPad. This was written into the storyline.
Working in tandem with brands and advertisers, my company and I are well positioned for this integration. I have the temperament and understanding to serve as a solid partner to a client that wants to present their advertising as an element within story content. There has to be a way in the future to subsidize entertainment content with advertising dollars.
Ironically, this future of television is also its past. Back in the early days of television, they had Texaco presenting Milton Berle, and Geritol presenting “The Lawrence Welk Show.” It seems that TV advertising is coming back full circle to those days. The convergence of brand management and entertainment content that tells a story continues to become more prominent all the time now.
We will soon be shooting another season of “Starlicious”–the first Internet trivia game show that is sponsored by P&G and Progressive Insurance. That’s the future of my universe–that’s what I want to get involved with, as long as I’m still having fun.
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