Swedish American, A Division of UW Health — Commercial Video, Art Direction

Contract Art Director for Pablo Korona Moving Pictures, for commercial video production with SwedishAmerican Health Network, under a marketing contract with its regional ad firm, Heinzeroth. Pre-production included designing concepts and storyboarding to be used on-set and during post-production. On-set direction was memorable with a great crew, though not a good paying arrangement due to being in the heart of the national recession—but also because regional ad firms like Heinzeroth knows that the professional creative class in the Northern IL region is hungry for work. I’m proud of the work we did if not the abuse of labor. I stood around pretending to move props based on Korona’s vision—for 3 days on location at the Swede’s Charles Street and East State Street entrances. 12 hours a day. Korona (director/videographer) and myself not being union could get away with the long days, though my recollection is that of Korona taking over 40 shots for a three-piece strings section of musicians we hired that we needed to shoot at night in front of a massive 60 foot abstract colorful backdrop that glowed off of the entrance water pond. We enjoyed the pleasure of working with an over-staffed-and-under-budgeted crew most of the time. Half union, half Rock Valley College students. We were all desperate due to the national recession impacting the Rockford region in drastic economic fashion— and I managed to lead and collaborate with talented kids from the local community college’s video production class: Zach Staas, Matt Youngblood, Bing Liu (Director of the Oscar nominated Minding the Gap), and a few more kept my career pride in check with many laughs. Staas and I moved prop plants around like it was nobody’s business but ours; and in one case, a 20′ plastic tree. The highlight of the shoot was relocating large prop plants from different floors of the hospital at the drop of a dime based on Korona’s directives. I assisted the crew with boom mics, hanging background abstracts measuring 60′ high over a newly installed water fountain (mentioned previously)—Korona’s vision was funny and challenging to work with despite its conservative, final, video production results. OH! I met my future wife on-set— she being a makeup, stylist, contractor for two of the three days. She’s a SAG union actor too which I doubt anyone on-set actually knew at the time. Overall, this project serves great memories and we did a good job and had fun despite all of us struggling to survive in the heart of a recession while producing these videos for Swedish American and Heinzeroth.

ClientSwedishAmerican, A Division of UW Health, Pablo KoronaServicesArt Direction, Design, Storyboarding, Pre-Production, On-Set, Post-ProductionYear2009Linkvimeo.com

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