Generator Video, the newest affiliate of Avion Films, is gearing up for its official opening as a fully digital video production house focusing on corporate and test commercial work.

Headed by former bbdo executive producer Michael Cooper, the shop will open officially later this month in its new space at 504 Wellington. The 5,000-square-foot shop will operate in a fully digital environment, equipped with an Avid 8000 editing system, digital cameras including the high-end Sony 700 Digital BetaCam. Also featured is a 1,100-square-foot studio and soundstage.

David Rheaume, formerly of Videogenics, is on board as a principal, directing and editing on the Avid. Principal Geoff Lackner, also ex of Videogenics, will act as cameraman.

Cooper says while Avion is a financial backer the two companies will remain separate in terms of directorial staff. Generator will use freelance directors and camerapeople at the outset, possibly developing a roster of affiliate directors.

To round out its corporate and commercial services, the new company will offer full multimedia services including Website and cd-rom design, kiosks and animation and 3D graphics through affiliated companies.

Cooper points to a bigger push in the commercial and corporate industry toward digital Betacam-originated projects, citing a recent edict from Procter & Gamble to increase the number of its commercial projects shot using the format.

Editing shop Flashcut will soon be neighbor to Cooper and company as the shop moves from its Richmond Street location to the Wellington space.

-Another cool building

The Chalmers Building, adjacent to Village By The Grange on downtown Toronto’s McCaul Street, is going to become a mini-production mecca this winter as the new home to TOPIX Computer Graphics and Animation, its Mad Dog division and two new topix production companies, details of which will be unveiled this fall.

Partners Chris Wallace and Don Allen, who won the gem of a site in some competitive bidding, are having no trouble finding tenants for the remaining space in the two four-storey buildings previously home to the Crafts Council. A restaurant will occupy the first floor, a studio is another prospective tenant.

At $2 million, the acquisition from the provincial government is a sweet deal, as the last owner spent $3.5 million for the purchase and sunk another $3.5 million into renovations.

Room With A View, a recording company, will take over topix’s 567 Queen Street West digs.

-Hoodoo, Echo fest trailer

After winning an IBA Award for last year’s Toronto International Film Festival trailer, Echo Advertising & Marketing and Hoodoo Films have teamed up once again to produce this year’s trailers, ‘The Kiss’ and ‘Angry Inspiration.’

Playing on opening night only, ‘Angry Inspiration’ is a 60-second black-and-white spot featuring a director discussing how he will produce a trailer for the film festival.

‘The Kiss,’ inspired by this year’s poster, explores a couple in a passionate embrace and is meant to represent a passion for film and filmmaking. The 15-second trailer will run throughout the duration of the festival before each film.

‘The key to success was brevity, it was an artistic stylistic exercise,’ says director Barry Avrich. ‘Because of the frequency that ‘The Kiss’ will show we felt it was important to keep it brief.’

Equipment for the July 27 shoot was donated by William F. White, Command Post handled the edit, deluxe toronto printed, and Air Waves looked after sound.

-He shootsŠ

To boost the much-discussed deal bringing hockey star Mark Messier to Vancouver, Gavin Wilding at Rampage Entertainment shot a spot featuring the oddly compelling high scorer donning the Canucks colors. Wilding directed and edited the spot from Glennie Stamnes Strategy.

-On the move

Art director Monique Kelley has joined MacLaren McCann as creative partner to senior writer Troy McClure. The pair will work on Nestle Canada, Lever Pond, Bacardi-Martini, Lipton and General Motors.

Art director Ed Baptista has also joined M2 and will be teamed with writer Tim Tobias on gm.

Rosalinda Graziano (who is apparently fond of top hats) has joined Griffin Bacal Volny as art director, working on a variety of accounts including teletoon.

-Lotus Awards deadline

The organizing committee has been assembled for the 1997 Lotus Awards, to be held this year at the Vancouver Hyatt Regency Hotel Nov. 27. Andrea Southcott of Bryant Fulton & Shee will chair the committee and the committee director in charge of tickets is Lisa Daly of Wasserman & Partners.

The awards, recognizing the best of b.c. ads are open to any company or individual involved in creating and/or producing advertising. Deadline for entries is Sept. 12. More information is available from Susan Corcoran at bf&s at (604) 669-4444.