Following ratings-driving promos for “Dance Moms” and “Preachers’ Daughters,” Roger continues to deliver high-end creative for Lifetime TV. The LA-based mixed-media production studio recently reunited with the network to produce a live-action promo for the new scripted comedy-drama series “Devious Maids” from executive producer Eva Longoria and Marc Cherry, the creator of “Desperate Housewives.”rn rnRoger Creative Director Terry Lee co-directed the darkly humorous promo with Joe Nichols, Creative Director at A&E Networks/Lifetime TV, which visualizes the show’s premise: five ambitious Beverly Hills maids entangled in a bourgeoisie web of murder and deceit. “Devious Maids” is set to premiere on June 23, 2013.rnrn Michele Lu Kumar
Priya PR
310.922.0464
Contact Michele via email 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
rnTo view online at Vimeo click here.rn rn”The response to this promo has been remarkable,” says Nichols. “Roger isn’t just a super-buttoned-up production company, they are true creative partners and collaborators. They have no ego; they are full of great ideas, great taste and lots of experience. I would definitely work with them again.”rn rnIn the promo, cocktail party espionage never looked so sexy – or scandalous. Serving hors d’oeuvres and champagne to the filthy rich, the maids zero in on everyone’s dirty secrets. Sultry cinematic pacing clue in on otherwise low-profile sordidness implicating the party guests. The spot concludes with the maids reciting the tagline, “Keep your friends close, but your maids closer.”rn rn”The concept was to have our five devious maids work it at one big decadent party and naturally, get the dirt on everyone in the process,” explains Nichols. “It had to be fun, and we had to make sure that viewers felt connected to them – like they were along for the ride. Terry and Roger helped to make sure our concept was as great as it could possibly be, from start to finish. They helped me with my storyboards, the CG previz, which was truly invaluable, the art direction and the effect shots.”rn rn”Collaborating with Joe was a great experience,” adds Lee. “We were able to bring our sensibility of fun into the deviousness. During pre-production, our focus was blocking and choreographing the scenes to hone both the comedic timing and melodrama that Joe’s concept called for. It was all about keeping the viewer attuned to the various degrees of foul play and foster anticipation of what’s next in an exciting way. We were able to culminate the narrative action in post with our VFX team and the AV Squad, who delivered a beautifully crafted edit.”rn rnAlbeit primarily live-action, the promo’s climactic moment relied on the seamless execution of a VFX shot in which a femme fatale vengefully spikes her lover’s champagne. Roger‘s CG artists created a 3D close-up of a skull-etched poison pill dramatically effervescing into a glass.rn rn”Lifetime has been a great creative ally,” concludes Lee. “The premise of the show opened us up to exciting filmmaking possibilities. We could be sexy, comedic, cinematic and stylized, and then tie it all together in a unique way to create a level of intrigue that makes you want to tune in and see what ‘Devious Maids‘ is all about.”rn rnCreditsrnProject: “Devious Maids” promornAirdate: May 2013rn rnClient: A&E Networks /LifetimernCreative Director: Joe Nichols rnDirector of Production: Jennifer FergusonrnAssociate Producer: Benjamin Asherrn rnProduction Company:
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