The Garage Streamlines Automotive Spot Production

CULVER CITY, CA, August 13, 2009 – If you’re an ad agency or client in the automotive world, you may well have dreamed of a one-stop shop that refines the process of producing industry-leading content for commercials, content footage, branded entertainment, and product placement by servicing all of these needs under one roof. This dream has become a reality in the form of The Garage, a cost effective, seamlessly-integrated approach to car content and positioning. Devised and overseen by a pit crew of highly seasoned Automotive and Production professionals, The Garage has rolled open its doors in Culver City, under the auspices of full-service media company Bandito Brothers.

"Clients are more conscious of the money they spend on advertising – you now have cross-brand shooting at once, and it’s hard to define a means of executing it," said Sumer Friedrichs, The Garage’s Detroit-based EP. "As tier one and tier two advertisers struggle to put together the spots they need, The Garage model offers a perfect solution."

A veteran agency producer formerly of Campbell-Ewald, Friedrichs is uniquely positioned to give The Garage an agency perspective and client interface. "As a producer, I sought a combination of excellence and flexibility," she said. "All elements may not be running on a simultaneous calendar but need to connect. The Garage can mold the production as needed, with top-of-the-line talent handling everything from running footage and concept spots to car transport."

The Garage is comprised of just such a team. On the production front, Bandito Brothers offers its vast expertise mounting complex physical productions for clients such as Ford, Mt. Dew, and the US Navy. Known for in-camera action and smooth execution across tough terrain, Bandito Brothers also brings full in-house post-production capabilities to the party, encompassing digital asset management, along with its experience in long form branded content and product placement.

"Our M.O. is to get out in front of a challenging situation and solve problems," noted Bandito EP and veteran commercial producer Jeff Rohrer. "We have all been doing this long enough to know how to maximize the client’s dollar by integrating the process and offering value on top of talent and organization. Instead of going out three times for many of the same assets, the client and agency can efficiently do the same work for significantly less money. Over the past year we have tested The Garage model and it works amazingly well. Happy clients, happy agency. "

Still photographer Boyd Jaynes comes to The Garage with a remarkable career and unique eye for capturing many diverse aspects of the automotive culture that elevate his work into an art form. A southern California resident who was, in fact, born in Detroit, Jaynes graduated from the prestigious Art Center College of Design in Pasadena, California. He has produced award-winning commercial work for Nissan, Infiniti, Kawasaki, Saleen, BFGoodrich and countless print publications including Automobile, AutoWeek, Road & Track and others. Jaynes’ first book, Shelby Cars in Detail, was recently recognized as a finalist for the Motor Press Guild’s annual Dean Bachelor award for outstanding journalism, as well as gold metal winner the Independent Book Publishers IPPY award.

"The Garage’s progressive approach to automobile-centered productions is an exciting new opportunity for like-minded gearheads like myself to collaborate in the future," explained Jaynes. "However, I think the real benefit will come in the work the Garage produces for our clients."

Likewise, photographer Vic Huber has made the automobile a major focus of his 28 year career. Beginning with editorial shooting for the major car magazines, Huber worked his way through the ranks to become a leader in the field of advertising photography. Among his many notable projects is a nearly 20-year relationship with Marlboro Team Penske/Leo Burnett Advertising as well as the recent launch of Toyota’s Venza and the 3rd Generation Prius Hybrid via Saatchi and Saatchi Los Angeles.

"I am excited about working with The Garage, because these are people I have admired for a long time and who are the best at what they do," Huber said. "These guys are focusing on the content rather than adhering to the production model that has existed for so long. I see what The Garage is doing as a return to realism in production and an example of what is possible when talented people get together.""

Shelly Ward Enterprises and its Pursuit Systems Division are a unique part of the full-service Garage approach. SWE is one of the biggest prep companies in the world, providing a full range of services including transportation, vehicle prep, sourcing, fabrication, mechanical effects, custom paint and peelcoat from their three acre facility in North Hollywood, CA. Pursuit is well-known in the production community for their state of the art camera cars and gyro stabilized Pursuit Cranes and have recently extended the brand with Pursuit Europe.

"We are very excited to be able to offer our clients a new way to leverage their production dollars," said Pursuit CEO Mike Johnson. "By packaging all the tools and services that they need in a new way, the Garage concept provides quantifiable benefits."

"This entity is born of a typical approach to new business – there’s a problem out there that inspires a solution," explained Bandito Brothers COO Max Leitman. "From a cost-efficiency perspective, we remove layers of markup, consolidate services, and take a team approach. We will put together the team to best execute the project, maintain the brand’s integrity, and keep the money on the screen."

Leitman added that, given the broad spectrum of experience among its players, the Garage paradigm lends itself to expansion into other areas. "We are knowledgeable across the full media spectrum," Friedrichs concurred, "so we understand the big picture, and that is valuable in any segment of the industry."