Well-honed Success

Well-honed Success

In the 60s when David Deneen opened the doors of his production company straight out of art school, who would have thought that he would become wildly successful?  In the early days, the man handled everything from soup to nuts; simply translated, that meant doing the storyboards, animating, and shooting his own animation jobs.  Since then, Filmgraphics has grown to become a leader in the Asia Pacific region of the advertising world – all the while managing to collect every major advertising award on offer along the way.

Today Filmgraphics has a talented roster of directors – the aforementioned Denneen, Graeme Burfoot, Phil Meatchem, Fabio Nardo, Jonathan Nyquist & Marc Furmie - working both nationally and international, on TV spots, feature films (Filmgraphics Entertainment), and more recently extending into Branded Content through all mediums.  Also adding to their fire power, the company recently brought Chris Moore on in the capacity of CEO.  Moore, commonly known as ‘Stinks’ (you know there’s a story here!) has had a illustrious ad-man career, producing for such luminary agencies as Saatchi & Saatchi/Sydney under Bob Isherwood, as well as serving time in their offices in Los Angeles and London, and most recently with Crispin Porter Bogusky as senior producer. 

Now with all the pieces in place, Filmgraphics is continuing to make notable headway in the world of advertising with such clients as Visa, Amnesty International, DHL, Eveready, Pepsi, McDonald's and Toyota to name but a few.  The company also continues to expand their realm by fostering young, new creatives in their search to find their way as directors, animators, editors, and producers while maintaining the company philosophy: ‘A gathering of filmmakers with passion and drive to create without compromise.’ 

Therefore it was more than time to catch up with this creative consortium and pose a few questions their way.  Here’s what their man ‘Stinks’ had to say:

Q: How difficult is it to run a live-action and animation division simultaneously?

A: It’s tough, I won’t lie. It’s all about knowing who you’re working with. I realize that’s nothing new, but I think we work it well. I myself have to watch everything which can be difficult however, knowing that the animation producers and the EPs here are more than capable makes my life easier. We’re currently working with an English writer on a ‘possible’ animated feature. The feature, moreover story, is currently being looked at by a number of publishers, totaling three books in all. So if that kicks off, and you ask me the question again, you might get a different answer.

Q: Why do advertisers seek out Filmgraphics?

A: Experience.  That’s the one word I’d use to answer that question. David Denneen started Filmgraphics over 45 years ago as an animation house. He has been here and in the industry since, having won an Academy Award for an animated short in ’76 (Leisure). I imagine that has had great deal to do with the success. With six directors right now and two to three to sign shortly, Filmgraphics’ roster will consist of some of the most experienced directors mixed with some of the youngest talent in Australia. Along with that we still have out Features Division, FG Entertainment, and a new division to follow in the next six months devoted entirely to original content.

As Australia catches up with the US and UK in the realm of cross-platform work, Filmgraphics aims to be more than just a production company. I’d like to think the work we have done in recent months has taught FG and the local agencies that we are ready to be involved in development of content for clients.

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

A: Currently I’m looking at this in two ways.  (1.) FG is working towards educating itself, agencies, and clients in the production, creation, marketing, and engineering of content work. Whether you call it ‘branded content’ or ‘branded entertainment,’ it all seems to be about entertaining.  The education factor we want to implement works to improve our own understanding of the new landscape and how to read it as it continually changes with new platforms. It also will strengthen our standing with agencies who may have, or are attempting to take, their clients outside of the traditional spot. We recently finished a 16 episode series based on "Climate Change." Not only did we get fully invested in producing educational material, it made us much more aware of the market itself.  (2.) We’re now working with a consultant to hone our business approach to tackle the changing market. I think this will only lend itself to a greater understanding of when and how to change, when and how to spend money, and when and how to…umm not lose money.   Again the idea here is to be seen as a place to go not to just produce your commercial, but a place that realizes what your ‘idea’ can become.

Q: What would the company on a whole like to incorporate into the ‘process’ that it is not doing now?

A: Personally I’d like to see FG move into more television and films – even though the features foray is really quite tough making all the elements line up; screenplay, money, marketing.  We’re very patient – even with our ‘just completed’ feature we’re shopping right now.    Filmgraphics also has a roster of talented directors who have produced for ABC and network stations here in Australia.  I’d like to see utilize our in-house writer and develop original television content.  We’ll pick and choose the best ideas to back.

Q: What's up and coming?

A: Every director is working diligently on projects which in turn creates a certain serenity in the office.  Our current jobs range from Qantas to cereal commercials, Ford spots to bank spots. We also have a lot more animation coming in from an ongoing campaign for Sydney International, a possible Honda job out of Germany, and with any luck, a follow-up job out of New York.  Then there’s the feature in development, a myriad of ideas from everyone in-house for a television program, and we are in talks with an English channel about the sale of a documentary.