Collectively Creative

Collectively Creative

Did you know that in the Middle Ages a ‘guild’ was an association of merchants and/or craftsmen who formed a collective to maintain their high standards and to provide mutual support?  Well, in the modern ages, not much has changed.  Today there is a production company still keeping this consortium alive and well outside of Hollywood -- in fact, a merry band of Aussies who’s Guild of Commercial Filmmakers houses some of Australia’s hottest directors and most experienced producers.

Established in 1988, The Guild is one of Australia’s most respected and longest-operating film production houses. During the past seventeen years, the team has built a reputation for outstanding service coupled with skillful professionalism to deliver quality of the highest order. The Guild has an esteemed reputation around the world as an award-winning company for television and cinema commercials, feature film development, and short films.

Located in Sydney and Melbourne, the combination of experience and freshness, wisdom and youth serves the company well.  Specializing in producing high-quality media, The Guild has also entered the ‘mobile’ foray by providing production services for an even smaller screen.  The company can not only shoot the material, but can re-purpose media designed for television or create new content such as ringtones, wallpapers, themes, and video distributed via the web as well.

With a plethora of talent – directors Jamie Doolan, Fin Edquist, Emma Freeman, Mat Humphrey, Damon Escott & Stephen Lance, Damien Kelly, Mat Kamen, and Craig MacLean and producers Helene Nicol, Leanne Tonkes, Jackie Adler, Garret Mayow, and Chris Kamen – The Guild brings a wealth of experience to the table.  Shooting in the region, abroad, or assisting those from other places (in conjunction with sister company The Melbourne Production Services Company), The Guild aims exceed your every need.

Recently SourceEcreative wanted to find out more about the talented ‘can do’ troupe and posed a few questions their way.  This is how they weighed in:

Q: Explain the concept behind The Guild of Commercial Filmmakers.  What makes you uniquely different than other production companies out there? (Australia & beyond…)

A: The Guild name says it really.  Our original set up was as a group of producers and directors who shared a work philosophy – none of us really had any huge corporate ambitions – we were just working producers and directors who loved making ads.  But to do that you need a commercial vehicle – someone has to mind the dollars and cents and pay the tax, etc.  So almost by default Helene and Leanne became the official company directors – but there was really no great plan, other than to be “our” home base.  As time has passed that has changed a little – we have had others join and now we have offices in Sydney as well as Melbourne, and three years later our turnover is up more than 300% so we have had to become more attuned the business side of the business.   I guess our philosophy was to let the individuals express their own ideals – and by the momentum we have created I think that has worked for us.  Maybe this is because we are Australian and the market is smaller here – most people see the spots and air, and can quickly find out the source of the work.

Q: What are ‘Guild’ directors known for? What kind of creative mix do you have in your roster of talent?

A: We think we have a really interesting blend.  There is Helene who has been a producer and company principal longer that she will ever tell anyone – really there is not a production experience she has not had - through to very young producers who have just come up through film school and short films.  With the directors we have Mat Humphrey in Sydney, and Jamie Doolan in Melbourne, both of whom have been working in the Australian market at the top level for many years. Then we have some exciting younger people like Fin Edquist and Emma Freeman, both film school graduates who are based in drama – Emma recently directed “Love My Way” one of Australia’s hit TV drama series.  Damien Kelly and Craig MacLean are both ex. Agency – Damien a writer, and Craig an art director – and both very successful in those roles, but now really enjoying very fast growing careers directing.  We predict very big things for both of them this year.  The Kamen Bros are the newest members of The Guild.  Yes, they are really brothers, Chris the producer, and Mat the director.  We found them when they won a competition to make a short film for the Transport Accident Commission intended raise awareness of road safety in the youth market. 

And we have big news about Stephen Lance and Damon Escott. As well as commercials the boys have a huge reputation as music video directors. Just this year they have made some truly amazing clips for Silverchair and Powderfinger – and with The Guild now developing a business model that is really solely commercials based, Leanne Tonkes and the boys are moving out to work under the banner of Head Pictures.  Head Pictures will offer advertising a creative and production solution in an environment that celebrates content creation in various forms, breaking away from the constraints of a solely commercial production company.  This new direction draws upon their growing reputation as a creative commercial, music video, and animation team and positions them to become a unique offering for agencies, locally and internationally.

Q: How is your business plan changing to adapt to the ever-morphing ‘beyond the traditional commercial’ advertising climate? 

A: What we are really trying to do is have The Guild concentrate on advertising, be it traditional TVC’s or whatever film/video content that is required by advertising – you know virals, short films, etc.  Some of our directors have feature films in development, and while personnel based at The Guild may be working on these projects, The Guild itself is not involved.  The core business remains advertising.  In these days of stripped back overheads we really need to direct the efforts of the company in a very targeted way.

Q: There’s a definite reason why you all are together.  Who inspires the collective you?  (Any collective ‘ad heroes’?)

A: Well we do have ad heroes here – think we all worship at the Frank Budgen idol.  But what keeps us together is a common respect, and we genuinely like each other.  We kick around ideas together – the more established members of the team share their experience and the younger members of the team remind them that sometimes naiveté can lead to exciting things.

Q: What challenges do you foresee will play a large role in the next evolution of The Guild?

A: Our next evolution would see us recognized internationally.  Australia sits in a strange place – geographically we are part of Asia, but we have developed from a European culture.  We would very much like to be more involved in both Asia and Europe but think we can only develop this with strategic partnerships.

Q: What’s up and coming?

A: We would like this year to be one of consolidating the amazing growth we had in the previous year.  While no one wants to stand still we think we need consider the next move carefully – to keep the balance right for the people we have and to keep the camaraderie of the company.  And we really want to build some of those international alliances.