Douglas Sloan, Director/Founder of iContent, the New York-based based production company for films, TV commercials and branded online content, directed Macy’s American Icons campaign. The thirty-second TV and long-form film for Macy’s represents the retailers first foray into user-generated content. nnIn addition to the :30 ad and long-form film, Sloan and Icontent were also charged with creating the micro-site, social media outreach, creative, copy, music direction (a custom arrangement of James Brown’s hit “Living In America”), editorial and finishing — all completed in just five weeks. Executive Producer Tania Sethi headed up the digital efforts collecting all of the video submissions.nn
nn”The interesting part of the project was creating a shot list and seeing the interpretation from a multitude of ‘shooters,'” Sloan says. “The challenge for me was creating a spot that communicated the ‘by the people’ concept while simultaneously staying on-brand. “It was a different, fresh thought process that was a lot of fun for everyone involved”nnAlso worth noting is a re-edited short film directed by Sloan profiling fashion icon Tommy Hilfiger that can be seen in the “Featured Designers” section of Macy’s American Icons website (www.macys.com/icons) nnCreative CreditsnClient: Macy’snProject: “American Icons” campaignnnProduction Company: Icontent, New YorknDirector: Douglas SloannExecutive Producer: Tania Sethin nEditorial: Homestead Edit, New YorknEditor: Charly Bendern nMusic House: Rumble, Minneapolis nnFor more information about Icontent go to: www.icontent.tv
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Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More