Although Vancouver-based Peace Arch Entertainment’s new Toolshed Media facilities are ‘still in boxes,’ the team has been very productive since its reshaping in July and has already produced spots for three clients.

In an early September interview, Carmen Ruiz y Laza, account executive for Toolshed Media, spoke about the changes that resulted in the new company – a comprehensive short-form operation servicing both commercials and music videos – and what lies ahead for Toolshed.

Toolshed Media came to be on July 1, when Peace Arch Entertainment and its music video shop Toolshed Productions swallowed up Vancouver commercial house Boz Films. Peace Arch, not new to the commercial business, used to run Aviator, its former commercial division. But after closing Aviator late last year ‘they [Peace Arch] really missed the opportunity of working in commercials because, of course, it is a lucrative business,’ Laza says.

The spots Toolshead has already completed since July include one for Internet brokerage service Ameritrade, one for real estate company Raven Woods Developments and another for Jore Tools, one of Home Depot’s suppliers.

The company splits its time between local spots and service work right down the middle. However, Laza says, its main focus is ‘to develop the directors on the roster.’ Thus, ‘if there was any favoritism, it would be to our local advertising in Canada.’ However, Toolshed does not discount the importance of service work to the company.

‘Of course, to keep the cash flow and to keep your name out there, it’s great to be able to service other directors that come with other production companies, because you never know where your next friend is going to come from,’ Laza says.

Interestingly, Laza says Toolshed will also service foreign productions with its own North American directors. ‘That’s happened to me quite a bit,’ she says. ‘They want to make commercials for their own market but they’re open to North American directors, so that’s perfect for us.’

The Toolshed roster consists of David Gomes, Todd Korgan, Mike Southen, Allan Vajda and Rudy Hawk.

According to Laza, the thing that makes Toolshed stand out is the company’s desire to really ‘service the clients.’

‘We do the $1-million commercials and we also do the $100,000 commercials. I really believe you have to get your clients in the door and give them the best that you can for whatever budget they have. And then, as they grow, they’re not going to leave and go somewhere else. You have to treat the small guys as well as the big guys.’

The company philosophy, according to Laza, is, ‘Advertising is an amazing tool. It’s a serious business. But if you don’t have fun doing it, then it’s a sad thing.’*

-www.toolshedmedia.com