Some might say it was being in the right place at the right time, others might say it was business deal made over cocktails and craps – I think it was a little of the two combined.  In any case, this past Wednesday, I was on-set to get acquainted with the cast and crew.  As a Unit Publicist, my on-set responsibilities include making sure any outside press and guests are escorted to their correct location and that they get everything they need, i.e. interviews with talent, B-Roll, etc. 

These are just a few of the things I’ve learned so far:

1. You HAVE to roll with the punches.  There was an EPK (Electronic Press Kit) being filmed on Wednesday which meant we would likely need most of the talent for short interviews.  This particular EPK was being filmed for LA Screenings, where they will try to sell this series internationally.  There were specific actors that we wanted more than others, but timing wise, it’s not always easy to get them at your beck-and-call.  We were able to get four actors before they began shooting.  It was another six hours before we were able to get any more.  There’s nothing that could have been done differently to get more interviews completed – it’s just the way the cookie crumbles. 
2. Actors work really hard.  On Wednesday, they shot ONE scene – EIGHT different times.  It was a dinner scene at a long table and they wanted to make sure they got everyone’s different reactions so they had to get so many different shots.  The actors not only had to shoot the same scene for over FOUR hours, they had to eat melon and steamed carrots so it would make it look more realistic.  Not only did they have to repeat their lines and have the same reactions, they had to pretend to enjoy their bland food.  Right after they finished filming that scene they broke for “lunch” – at 5:00PM.  They only had a ½ hour and then had to get right back into make-up to start filming the next scene. 
3. Get to know EVERYONE.  From assistant directors to producers and costumers and craft service – everyone will have a different yet extremely integral role in helping me do my job to the best of my availability. 
4. Be prepared and ready to go at any time.  There was definitely a lot of down time, but we had to be ready to go at any time.  If any actor had 5 minutes to spare, we had to make the most of the time given – even if it was only a very short few minutes.  Just like the actors have to come to set ready with their lines memorized, I also have to come prepared with a list of tasks that need to be accomplished for the day. 

 I’ll be back on set Monday and Tuesday (and probably dozens more times before the show airs in July).  It’s definitely an amazing experience to be able to see all that goes into making a television show – it gives you a much deeper appreciation knowing all of hard work and dedicated hours people put in to make a successful (fingers crossed!) show.  Check back for updates and maybe some behind-the-scenes shots!

T-Shirt

Photos from the event

Outdoor Advertising

Gold ADDY® Award

Philly Old School BMX Ride

4th Annual Philly Old School BMX Ride

Special Event Campaign

Gold ADDY® Award

Joie International Co.

Joie: Product Launch

Mixed-Media, National Consumer

Silver ADDY® Award

Joie International Co.

Joie: Kind & Jungen Trade Show

Trade Show Exhibit

Silver ADDY® Award

AgileCat Brand Evolution: Celebrating 10 Years

Self-Promotion, Mixed Media Campaign

PHILADELPHIA-BASED AGILECAT AS NEW CREATIVE AGENCY

 KING OF PRUSSIA, Pa.  – Valley Forge Casino Resort officials announced today they have selected the award-winning AgileCat as the casino resort’s creative agency. Based in Philadelphia, AgileCat will lead the casino’s advertising and branding strategies.

 “AgileCat has a well-deserved reputation for being a dynamic and forward-thinking creative agency,” said Valley Forge Casino Resort Vice President of Marketing Robert Carmignani. “Our goal was to hire a very talented agency to convey the vision and brand image for Valley Forge Casino Resort as a truly sophisticated destination experience.  We were also very interested in partnering with a local firm. Peter Madden and his team are the perfect fit.”

 AgileCat has won several local and international awards, including several ADDY® awards, a PRSA Pepperpot Award and the Innovative Business of the Year by the Center City Proprietors Association. AgileCat CEO Peter Madden was also named as one of the “40 Under 40” most influential business leaders by the Philadelphia Business Journal at age 35 in 2006.

 “AgileCat is thrilled to partner with Valley Forge Casino Resort and produce a level of creativity, design and strategy across every medium that this one-of-a-kind property deserves and that the gaming industry hasn’t yet seen,” Madden said.

#             #             #

About Valley Forge Casino Resort

Scheduled to open in the spring of 2012, the Valley Forge Casino Resort will create about 500 permanent jobs and serve as the ultimate destination for leisure and business travelers.  The resort will feature: 486 stylish guest rooms and suites; 100,000 square feet of meeting and convention facilities; top-notch amenities; and a variety of dining options. The casino floor will feature 50 table games and 600 of the newest and most popular slot machines. For more information, please see: www.vfcasino.com.

 ”Em” is our largest client to date and what I think is our own tipping point as an agency. After a few pretty lame years that we as an industry have experienced, and frankly suffered through together, it feels good to feel the sea change that surrounds a big win.

Be careful what you wish for, the saying goes. I never pictured any walk through a rose garden, stroll through a park, picnic, or whatever metaphor you’d like to use to indicate an ‘easy’ time. Hell – this is business and bigger business means bigger demands.

 I’ve often described my agency as a funky sports car with one hell of an engine – and snow tires to boot. The reality has been though, that where we’ve shown our chops in many circumstances, I’ve never felt what it’s like to drive this Catmobile in a higher gear. What will the response be? How will it handle? How are the “passengers” – the team? Enjoying the ride? Or strapping on a second seatbelt?

 I can safely say that after a month of driving at higher speeds, across uncertain terrain, the engine is running as smooth as ever. It seems that the faster we go, the smoother the ride. Though I know we will hit bumps – we are human after all – the beginning stretch of this race is off to a stellar start as we plan for a strong finish. I’ll attribute this to a few factors that I implemented and I hope you take to heart when the Big One comes home to your shop.

 1)      Prepare for the insanity. I preached for months leading up to this that when the Big One hits, if we’re not bonded as a team, we shall fail.

2)      Picture this. I also took plenty of time to get the team to visualize the bigger, badder clients, multiple demands, running at the speed of light, etc. In some ways, I felt that this ‘mental training’ set the foundation for not being caught off guard when things started flying.

3)      Gut checking. How we doin’?” I ask daily, as I sync with our Managers on how things are running outside of getting caught up in the details of this job or that job. Instinct rules and will rule in our short-term future related to new hires, new/improved systems to ensure day-to-day success.

4)      Candor rules. If anyone I worked with felt a certain way about how to work more effectively, we pride ourselves on an open atmosphere that let’s anyone say ‘this is a way to do better.’ This bears repeating in every agency scenario: candor rules. It is our agency’s strength.

5)      Praise, praise, praise. Don’t wait for the agency meeting to shout-out quality work. Whether someone stayed late, made the extra effort, or helped a client see why our way was the right course, let your people know it then and there. Crucial, especially in the early stage.

 A famous man once said “luck is when preparation meets opportunity.” We work awfully hard here, and we’re making the most of this opportunity as we look forward to getting lucky again and again. This team deserves it.