Calling Element Productions a commercial production house is a bit like calling Steve Jobs a computer programmer. It really only scratches the surface.
When it opened its doors in 1998 under the leadership of its founder, Eran Lobel, Element had a small, but talented core of directors who shot commercials for local ad agencies. And while they gained national acclaim for producing spots for the likes of General Mills, Buick, Subway and Dunkin’ Donuts, Lobel believed that they could do so much more in the burgeoning digital space.
‘About 12 years ago, I was sitting in a conference at NAB and listening to an executive from Coca-Cola, talking on a panel with a development exec from Paramount Pictures and one other studio exec, talking about brand content,’ recalls Lobel. ‘That was an ‘Ah-ha’ moment for me, that one day brands would be more involved in content.’
Inspired, he bought up dozens of domain names and has since incubated and launched several video websites like Boston.TV and Nutrition.TV. Subsequently, he served as an advisor on video strategy for companies such as http://www.Muzeconnects.com and http://www.Tauntr.com.
But, that was only the beginning.
Lobel was excited by innovation and technology. He pushed Element to be a fully integrated shop to handle projects beyond the traditional 30 second spot. Element focuses on a collaboration of their clients, directors, editors, and new media partners. They work together throughout the process on web projects, branded entertainment, television content, print and broadcast advertising.
Lobel sees this union as the next evolution of marketing communications. ‘The objective is to manage a creative and efficient production and post-production workflow,’ according to Element’s chief. ‘And the result is Element’s unique ability to provide multi-platform, fully integrated services’ to maximize its clients’ investment. ‘
One recent example of the success of this model is a campaign completed for the Boston Globe. http://elementproductions.com/work/reads-like-a-newspaper/Element director and photographer, Craig Orsini was able to maximize the client’s budget, and maintain the creative quality, by shooting the print, web and broadcast campaign all at the same time. Today’s technology allows for these efficiencies, and requires a team that is experienced in fully integrated production.
Element also currently produces the Metro West High School Sports show, a weekly program that profiles local high school athletes. http://www.metrowestsubaru.com/high-school-sports-weekly.htmThe show airs on Element’s site, the Metrowest site, and Facebook. It’s recently been picked up by Boston.com, further expanding its distribution.
This spring, Element will move into a new facility in downtown Boston to help improve the quality of the operation, and to be more streamlined and fun. Not to mention being closer to many of their major clients.
‘We’re building a facility that can handle all the technology and changing technology requirements. The idea is to be able to streamline the production and post process from concept to delivery without compromising the creative,’ says Lobel.
And, ultimately, it’s the creative that truly drives Lobel.
‘When creatives tell me what they want but they just can’t see how to get there…to me, I love that because I know I will find a way to get there.’
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