Chicago director Kristina Perreault is not afraid of things going wrong on the set, especially if they happen overseas.
“When traveling, sometimes stuff happens and you have to make it work,” she explains. “I like that challenge of constantly being on your toes.”
Besides being an accomplished travel documentarian, the latest addition to SEED’s roster also wields bona fide credentials as a show host and chef instructor. The experiences help her bring calm to non-actors dealing with on-camera jitters.
“I’m good at training people on location and getting them comfortable,” she explains. “A lot of time, it’s just their mental focus. We clear the room. We do breathing and we do voice exercises. Or I’ll just talk to them. I shift their focus to be more motivated and confident with the camera.”
Perreault says that her unique skillset began with an intense singular focus when she was in grade school.
Perreault (center) and crew in Dubai
“My parents were throwing away a video camera and I just started filming my friends and making films” she remembers. “I became obsessed with it.”
Although she grew up to become a world-savvy director, recently completed a project in Dubai and lists the Cyclades among her favorite locations, she says that SEED founder and executive producer Roy Skillicorn offers something that she has not found anywhere else.
“I feel that he genuinely has my back and my well being in my professional career,” she explains. “He’s a good guide. I’ve done business with other people. He goes that extra mile. That alone was kind of a big thing for me, to be able to have that kind of a relationship.”
Perreault also notes that she “gets along with Roy’s family well.” This hints at another driving force in her career. Born and raised in Minnesota, she chose to settle in Chicago partly because “it’s a little closer to home.”
So far, there’s at least one celebrity who’s happy she’s here.
“I was asked to come on to a set because a rapper was having a breakdown,” she explains. “Apparently he partied too hard the day before and didn’t want to be on camera.”
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Award winning humor, celebrity and storytelling director, Tim Abshire has teamed up with long-time friend, former EP, marketing trendsetter, and owner of SEED, Roy Skillicorn.
Roy Skillicorn is elated that Tim Abshire has come aboard. “Tim’s ability to generate stories that give rise to everything from a smile to riotous laugh-out-loud humor, combined with his jovial, collaborative disposition, and his commitment to excellence is exactly what I was seeking for SEED. What’s more, his work now expands us into the humor genre, which has always been an integral part of my personal brand, ” says Skillicorn.
Tim adds “The first time I met Roy I was blown away. Roy’s superpower is the ability to effortlessly light up a room, but his real talent is sharing that light and making everyone else shine.”
Roy and Tim developed a strong personal bond while working together at Backyard Productions, a company Skillicorn founded. It was there that they developed a successful business relationship that proved highly prosperous and congenial.
Tim is known as the quintessential actors’ director. The innocence and honesty he captures from an actor’s performance, combined with his exquisite timing, allows the resulting humor to be globally relatable, yet specifically fine-tuned and tailored to the client’s demographic needs.
“His strength as a writer enables him to fully articulate his vision in treatments, maintaining an instinctive understanding of the essential goals of a project” adds Seed’s Head of Sales, Jessica Rae Connell. “He’s quick and decisive on set, providing an environment, rich in spontaneity and passion. His timing often relies on hanging on to an engaging awkward pause in the action to catch the viewing audience off guard fostering a hilarious response.”
Traveling the world to hone his craft, Tim has created and directed content for numerous blue chip brands, including Google, Jeep, ESPN, Walmart, PlayStation, Febreze, Volkswagen, Coca Cola and jetBlue, with top agencies domestically and internationally, such as Grey Worldwide, Wieden & Kennedy, Ogilvy & Mather, David&Goliath, and Leo Burnett.
Tim has worked with celebrities as diverse as Drew Barrymore, Chris Rock, Derek Jeter, Ben Stiller, Jeff Goldblum, Dale Earnhardt Jr., Alice Cooper, Triple H and Sheryl Crow. Tim is a highly decorated director with over 30 top industry awards, including 3 Gold Lions, an MTV Moonman Award, Gold Pencils, and numerous Gold winners from Promax, and the Clios.
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Only a few seconds into the first episode of “Lowrider Roll Models,” we meet Steve Alvarez-Mott, an obstetrician and gynecologist who practices in Glendora and San Dimas, Calif. The camera slowly focuses in on Alvarez-Mott’s face as he explains how he got involved in the lowrider culture–a world where elaborately customized classic cars with hydraulics brings Latino families together. In the background bottles of Quaker State oil line the shelves.
It’s subtle product integration executed well by TEN: The Enthusiast Network. Nancy Bruner, Shell Lubricants manager of influencer strategy and engagement, was looking for an experience that would let advocates in the lowrider community see that Shell was equally passionate about helping their community thrive.
Shell Lubricant’s involvement began in 2015 as a way to gain traction and awareness in the U.S. Hispanic market, explained Rudy Rivas, GM, Lowrider Network. Mr. Rivas met with Don Moser, North America Marketing Manager at Shell Oil Company and Ms. Bruner many times, getting to know each other and developing friendships. It was a good match, said Mr. Rivas, because everyone involved shared an appreciation for not only the cars, but also the people and culture surrounding the lowrider lifestyle. Even though the LOWRIDER staff are “knucklebusters who have grease under their nails”, the human interest aspect of each episode offers broad appeal.
During those multiple meetings, the group brainstormed ways TEN could help Shell by creating custom video content that would make a difference in the lowrider community.TEN’s LOWRIDER magazine staffers had toyed with the idea of creating video for years, said Mr. Rivas, and having Shell Lubricant, featuring Quaker State Motor Oils, be a part of it made it all the more enthralling. “They wanted to integrate with a program that shows respect to the culture of the lowrider car enthusiast,” he said. “TEN has always been a first mover and helped brands grow new and existing audiences. We knew we could help the Quaker State brand activate and drive real engagement with the audience they wanted to reach.”
After bouncing a few ideas back and forth, Rivas and the team at Shell Lubricants decided to turn the magazine’s “Roll Model” column into a monthly video series, focusing on the four pillars of lowriding: performance, artistry, pride, and culture. The short video segments would profile male and female lowrider community leaders and their cars. It would also work to dispel outdated, negative myths about the lifestyle. (Television and movies have done a good job of making lowriding synonymous with organized crime and guns.) The fact that the people and cars featured in the lowrider series are true role models, working in their own communities for the betterment of all is an added benefit for Quaker State.
“In the case of ‘Roll Models,’ it wasn’t just, ‘We want to market to you [Hispanic community].’ It was really building out the idea of, ‘We have a shared passion around automotive and design. We all share this love.’ Now, we can help change the perception of a culture that has really well-respected folks designing, building and driving lowriders. For us, that’s incredibly appealing,” said Ms. Bruner.
That includes putting product in the hands of the lowrider car clubs and community to support their passion.”By supporting the lowrider community with product that they want and use, we help deliver a message that we all want to deliver – getting the stories told,” said Ms. Bruner.
To date, the videos–which launched in March 2016–have generated over 3.9 million views, and over 325,000 likes, comments, shares to date. There’s also cross-promotion via the one-page profile in the print magazine. While Ms. Bruner will not disclose all metrics, she said Shell Lubricants is “pleased with the program and our investment in underwriting has been well-placed.”
One reason: Quaker State is seeing a great benefit from earned media. “We’ve seen a big increase in earned media awareness. There have been a lot of interview opportunities for us as well. From a reputation and brand perspective, the earned media is phenomenal and begins to build the credibility piece for us,” she explained. “It helps us to appeal to a broader number of people.”
TEN: The Enthusiast Network is the world’s premier transmedia network of enthusiast brands, such as MOTOR TREND, AUTOMOBILE, HOT ROD, SURFER, TRANSWORLD SKATEBOARDING, and GRINDTV. TEN’s audience represents the largest concentration of males age 18 to 34 within the automotive and action/outdoor categories.TEN helps brands connect with a powerful, active and influential group of passionate enthusiasts. Its massive scale across all platforms allows partners unmatched reach. For more information, visit enthusiastnetwork.com
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Season 3 of Colin Quinn’s web series “Cop Show” is airing now on L Studio with our very own Northern Lights‘ Glenn Conte crushing it from the editor’s chair. Enjoy this latest episode where Colin and the squad come face to face with the Hipster Killer. (Spoiler – it’s Jerry Seinfeld!) Hilarious…
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