Einstein's No Dummy

Director Harold Einstein recently parted company with Station Films to set up, alongside his long-time executive producer Eric Liney, new production company Dummy.

Einstein has directed a raft of successful commercials for companies including Axe, Kayak.com, Little Ceasars and Luvs and looks to continue that run under the Dummy banner. 

Below Einstein talks us through the thinking behind opening a new venture and why they chose the name they did.

Why do you think now is a good time to open up?

Like so many wonderful things in life, I woke up one day and thought, "Now."

What made you want to open your own company?

Freedom.

Why did you choose LA over new York, where you've been based for the last six years?

The economics of making stuff in Los Angeles and the sheer enthusiasm of our crew members are why we are here.

Los Angeles is the ideal location for the types of ideas agencies invite us to make with them, their clients' cost consultants and for creativity in general.

What can people expect from Dummy?

Dummy is here to help people grow. If someone who joins us is doing the same exact thing a year and a half after working with us, then I will have failed them.

This is an environment to fast track goals.

Are there other directors we can expect to be joining you at Dummy?

The number of directors inquiring about the company has been staggering, and, frankly, unexpected. But we are gently letting everyone know that there are no plans to add another director for at least a year, at which time I'd like to see one or two additions.

Will the company be concentrating solely on commercials or will there be other areas explored?

Commercials are still the most seductive medium for fun I can find. The ability to have a conference call, write a treatment, shoot, and have the spot or campaign circulating around the globe, all within about a month's time, is hard to beat.

How did you come by the name for the company?

It seemed like a good way to keep an Einstein humble.