The Colorado Film School at Community College of Aurora has entered into partnership agreements with local Toyota dealers and Denver-based Oster Jewelers to produce content for distribution on web and other commercial channels, the film school’s director, Frederic Lahey announced.
Students will be creating full commercial spots for both company’s consideration via a newly created one-credit class in Commercial Production at the film school, which repeatedly has been named one of the world’s premier film schools by Hollywood Reporter. The underlying goal is providing fresh, inventive, edgy outlets to market these products.
“This is a huge boon for the school and a huge opportunity for our students,” Lahey said.
The Denver Toyota Dealers Association and its marketing arm, advertising giant Saatchi and Saatchi, approached the film school about the possibility of students generating unusual, inventive and imaginative product for use on the web, or, to be shown locally on big screens at venues such as Coors Field and the Pepsi Center.
In return, Toyota has agreed to provide student scholarships and sponsor Colorado Film School’s bi-annual student shows held at Harkins Northfield 18 Theatres.
Costs previously associated with producing the shows held in December and May included rental of two theatres, trophies, an after-party, catering for the faculty jury, and printing costs attached to programs and show announcements.
“The Denver Toyota Dealers Association strives to make a difference within our community, and we are excited to launch this unique partnership,” said Brent Baribeau, account supervisor for Saatchi and Saatchi. “We get to provide a challenging opportunity for some talented students that might just net us some fun, innovative media content. We also feel great about helping students with scholarships and using our sponsorship dollars to support Colorado Film School’s bi-annual student shows.”
Toyota’s national advertising arm already supplies footage for use in commercial and other applications. The film school can provide a regional flavor by submitting footage unique to the state: Picture cars with kayaks, bicycles, and canoes strapped to vehicles with picturesque Rocky Mountain campgrounds as scenery.
The Denver Toyota Dealers Association is a group of six Toyota dealerships that work collectively on mutually beneficial business endeavors. The group is comprised of Groove Toyota in Englewood, Mountain States Toyota in Denver, Stevinson Toyota East in Aurora, Stevinson Toyota West in Lakewood, Larry H. Miller Toyota in Boulder, and AutoNation Toyota Arapahoe in Centennial.
Oster Jewelers is a designer watch and jewelry store located in nearby Cherry Creek North. Work produced by CCA students will be showcased throughout the 2014 Starz Denver Film Festival, held at the Ellie Caulkins Opera House, the Sie Film Center and other venues.
“Many, many people in the film industry make their bread and butter shooting commercials. All the top directors of photography and directors shoot commercials. They’re fast – just 30 or 60 seconds. But it’s also some of the most detailed filmmaking there is,” Lahey said.