Cinnafilm 6.6.19

Quick Chat: M&C Saatchi LA’s Dan Roman on Time Scouts campaign

Have you ever wondered what it would be like to visit another place and time? To walk the Roman ruins before they were, well, ruined? If so, you might want to join the Time Scouts.

What is Time Scouts? Well, according to the website, it is a “multiverse-spanning organization dedicated to the growth of its members through the travel of space and time. It seeks to document the past, cultivate the present and build a better future through the empowerment of Scouts young and old.” In essence, it’s the name of a program created by 826LA, a nonprofit dedicated to supporting students and teachers across Los Angeles through after-school tutoring, evening and weekend workshops, in-school programs and more. The Time Scouts program helps people explore their imaginations. Being a Time Scout comes with very real perks, like an actual handbook, membership cards and badges (a la Boy Scouts, but with an absurdist time travel twist).

Dan Roman

Inspired by 826LA’s Time Travel Mart storefronts — actual stores that lead to the organization’s drop-in education centers — the campaign is the brainchild of M&C Saatchi LA’s associate creative director, Stephen Reidmiller, and a team of the agency’s content creators, producers, writers and artists. Previously, M&C Saatchi LA collaborated with 826LA and its students on a series of Time Travel Mart product posters. This time, the agency is back to highlight the wide-reaching, future-changing effect of 826LA with a fundraising campaign that includes a promo video directed and edited by Dan Roman. The agency also created the website, handbook, all of the swag — print promotion images, and give aways like the badges — and the video.

We talked with M&C Saatchi LA director/editor Dan Roman about that video, which is a centerpiece of the project that explains what Time Scouts may or may not make possible, and how anyone can join the organization via Kickstarter

We assume this isn’t your typical M&C Saatchi LA project Can you give us a little background on the film and the campaign as a whole?
M&C Saatchi LA has been working with 826LA for a number of years now in different capacities, but this was the first time we really got to blow out a whole campaign for them. Our creative director for this project, Stephen Reidmiller, came up with the idea for Time Scouts as a way to engage students at 826LA and give them a fun way to create and expand their imagination. He and his lovely wife Beth wrote and illustrated the book, then asked if I would be interested in directing the video. The agency built out an entire website for Time Scouts as well. Marc Evan Jackson (Brooklyn Nine-Nine, Parks and Recreation) makes the perfect Time Scouts host.

How did his participation come about, and what was it like to direct him in this piece?
Marc was incredible to work with on the piece. He’s actually been involved with 826LA for a long time as well and I believe was one of the co-hosts of their early vaudeville shows, starring as Mr. Barnacle. So when we were thinking of who would fit the Time Scouts aura the best, he immediately sprang to mind.

Marc graciously signed on, and once we were able to tailor aspects of the script around his voice and mannerisms, he really bought in. He even brought his own space blazer the day of the shoot. It’s always really fun to work with people who are invested because they end up adding a lot of personal touches, like the dab at the end…all him. It makes it that much more fun.

In the end, we got in a really great groove with Marc and he had the whole set laughing. We took it pretty easy and tried our best to keep it fun, and he was a joy to direct in the piece. He brought a little extra to every line, even cracking himself up from time to time. Can’t think of a better time traveler.

Who wrote the script? Was any of it improvised? What was the biggest creative challenge?
Our illustrious creative director Stephen Reidmiller not only wrote the entire Time Scouts Handbook, but the script for this video as well. He’s a wonderful creative and I can’t say enough about his vision to bring this whole thing together. Marc is, of course, an amazing improviser, and I think we put his talents to good use. My favorite moment from set is when we were trying to figure out what city would sound the silliest if it were a fictitious location.

Originally we had the Time Scouts from New Jersey, but we thought we could beat it. We tried everything from Philadelphia (too many syllables) to the Inland Empire (too local). Marc came up with “Even in made-up places, like Orlando.” And the way he sounded out each syllable was too perfect. Had to go with that.

As far as creative challenges went, we tried to keep things relatively small given the nature of our day. However, we spent nearly two hours art directing the shelves behind Marc, and it’s safe to say that every piece of Time Travel Mart merch is intentionally placed. The Roman helmet gave us the hardest time though. We must have placed that unsuccessfully in about eight different spots. We all feel pretty good about where it ended up.

What tools were used on this project?
My favorite question! I almost wish this was a bit more exciting, but we had to keep it pretty down and dirty, so we shot this on my Sony FS7 with Zeiss CP.2s and a bit of glimmer glass. It’s lit very simply with daylight and bounce/fill, a bit of kick from quasar tubes, and more than a healthy amount of haze. We cut in Adobe Premiere and colored in Blackmagic DaVinci Resolve.

The video was shot with a Sony FS7.

Increasingly, agencies have in-house content creators. Describe what you do for and with M&C Saatchi LA.
At M&C Saatchi LA, I’m the lead director and DP. Our director of content Tara Poynter and I have been working our way through building out a production arm for the agency. We work largely like any production company would work: concepting, prepping and leading shoots, end-to-end editorial and finishing.

However, we also have a full-service agency at our back with access to great creative and strategic minds. The hope is to build an arm of this company that can mold quickly to clients’ needs and scale creative, production and editorial without any lapse in quality.

We obviously play in a giant sandbox here in LA, and we want to make sure that what we put out is up to snuff with the rest of our industry, especially if it’s got talent like Marc Evan Jackson in it. Overall, It’s just been fun trying to forge some new ground in the agency world.

What’s your background, and how did you become a director/editor/content creator?
I came up in production in Boston. About 10 years ago, I left film school to work as an editor for an animation company, eventually finding my way into indie films, music videos and documentaries. I freelanced my way into more commercial productions and ended up working as a senior producer and editor at Weber Shandwick.

There, I really got the space to hone what I do as a director and DP, working on longer-form branded content, commercials and documentaries while getting the chance to help build a successful production department from the ground floor. About a year ago, I decided that I was ready for the jump to LA and packed up the camera, the car, and our ridiculously fat cat and headed out this way. It’s been a fun ride so far.


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