COMMERCIALS

• "SUMMER", promoting summertime, LACMA.
• "KING TUT", promoting the King Tut exhibit, LACMA.
• "FLIRT MATERIAL", promoting Summer collection, TORRID.
• "DENIM-A-GO-GO", promoting Fall Denim, TORRID.
• "GIRLS FOR PEACE", promoting Holiday collection, TORRID.
• "PEOPLE OF COLOR", a series of seven 15-sec spots for PUMA/AFIFEST.
• "IT WILL MOVE YOU", a series of 5 festival promotional films (0:45 ea), AFIFEST.

FILM

• "TWELVE", student short film
• • Cine Eagle (Cine Group, Washington, D.C.)
  • Gold Medal (Cine Art International Short Film Festival, Hamburg, Germany)
  • Gold Seal Certificate (IAC Festival, Manchester, England)
  • Golden Knight (Golden Knight International Film Festival, Malta)
  • Chugoku Shimbun Prize (Hiroshima International Film Festival, Japan)
  •  
• "LOVERBOY", student short film
• • Best Student Short Film (Atlanta Film Festival)
  • Roy Dean/Ilford Best Black & White Film (Slamdance Film Festival ‘98)
  • Professional Award (Hollywood Renaissance Film Festival)
  • Student Award (Alamo Film Festival)
  • Screened at Karlovey Vary Film Festival
  •  
• "MADELINE", student short film
• "TA DA", student animated short film

FILM EDITOR

• "PHOTOS TO SEND", a feature-film documentary on Dorothy Lange
• • Best Documentary (San Francisco International Film Festival)

 

HANSEN/REICHMAN : PRIMARY CLIENT : TORRID, INC. (2006-08)

Torrid, Inc. is an edgy teen plus-sized sportswear company and subsidiary of Hot Topic with over 165 stores nationally. Matthew Reichman and Chris Hansen were hired to revitalize the core brand and develop corresponding marketing and communication strategies.

BRAND DEVELOPMENT Revised logo, removed old off-brand tag line, developed business identity and store signage systems, brand T-shirts and “on-brand/off-brand” boards for staff training purposes.

MARKETING CAMPAIGNS We were responsible for conceptualizing and producing six fashion shoots per year and rolling out and overseeing production of all subsequent collateral for each campaign. Collateral included national advertising, store banners, direct mail and e-mail blasts. We created Torrid’s first official Denim Program,and helped launch Torrid’s first perfume. We also happened to find and cast Jordin Sparks for Torrid’s Holiday 2007 shoot just prior to her acceptance onto American Idol.

WEB VIDEOS We launched Torrid’s successful fashion/lifestyle videos for web and in-store displays. We were responsible for concept and design, finding and contracting outside video production companies and overseeing quality, budgets and deadlines.

RESPONSIBILITIES included communications with clients, meeting budget goals, hiring shoot production teams, casting photographers and talent, overseeing shoot and design production, hiring and overseeing freelance designers and video production teams.

LACMA (2003-06) LOS ANGELES COUNTY MUSEUM OF ART

I worked closely with Marketing & Communications to develop a fresh voice for the museum to speak to a larger and younger audience without disenfranchising its older constituency. I was responsible for a staff of six designers, one production manager and one office manager. My work involved revisiting and refocusing the institution's core mission statement with a new logo and institutional colors and a vital and dynamic message that was to be expressed both visually and conceptually across LACMA's vast array of mediums.

BRAND DEVELOPMENT Created new museum identity and brand (logo, tag line, look & feel) for all museum materials, wayfinding, identity merchandise, clothing, and store displays.

MARKETING CAMPAIGNS Worked closely with Chris Hansen, Director of Communications & Marketing, curatorial staff and the Director of the museum to create unique marketing campaigns running across ads, billboards, building banners, street poles, shopping bags, direct mail, e-mail and web site.

INTERACTIVE Ground-up reconceptualization of museum’s site along lines of new museum brand. Responsibilities included working with all departments of the museum, the in-house IT department, and freelance programmers.

PUBLICATIONS Re-visioned main museum publications including members and donors magazines and a new museum calendar publication for new brand identity.

COMMERCIALS I created "Summer" , the museum’s first television commercial for their Summer ‘05 campaign which aired on cable through Adelphia, on Sunset Blvd. Jumbotron, and all AirWest incoming •ights. Responsibilities included writing, casting, directing a production team, and supervising postproduction (editorial, FX, scoring). The spot was very successful with the museum experiencing significant increase in attendance and web visits during its different runs.

RESPONSIBILITIES included managing 6 designers, 1 production manager, 1 production coordinator, a bevy of freelance designers and vendors, and oversight on my department’s budget.

AFIFEST (1997-2002) AMERICAN FILM INSTITUTE FILM FESTIVAL

I was creative director for the American Film Institute International Film Festival for 5 years during which time I worked closely with the director to revision the festival as a modern, dynamic and relevant centerpiece of the Hollywood community.

BRAND DEVELOPMENT Worked closely with Festival Directors to remodel the festival into a modern, dynamic and humanistic centerpiece of the Hollywood Community. Everyday responsibilities included working with the festival’s marketing, sponsorship and public relations departments , as well as with AFI’s public relations and marketing department, publications department, and top staff.

MARKETING CAMPAIGNS Created central visual themes unique to each year and produced all print collateral including posters, catalogues, ads & invitations. 2002 Poster Key Art Finalist.

FESTIVAL TRAILERS & PROMOTIONAL VIDEOS Created "It Will Move You", the festival's first wide-reaching campaign that included five original trailers for television and 32 theaters in L.A. Basin and which were accompanied by a corresponding set of outdoor street and MTA posters. Reichman also created three spots for the Hollywood & Highland “Zipper” videotron.

CITY OF LIGHTS / CITY OF ANGELS (1999-2002)

City of Light / City of Angels is a one-week film festival of French films co-sponsored by the DGA, the WGAw and the Fench Consulate. Initially created to garner distribution for French films in the US, when I came on board it was ready to go public.

BRAND DEVELOPMENT Working closely with the director of the festival, I realized the importance of highlighting the festival's small size and scope. Good things come in small packages. I redesigned the logo to feel like a stamp, much like the FDA uses to show its approval. I scaled down the catalogue to a small square and developed the festival's identity as a precious & rare gem, with the goal of illiciting the thrill of discovery from the audience. Each year's concept was highly successful in creating a buzz for the festival in Los Angeles as well as in Europe (through its website).

MARKETING CAMPAIGNS Over three years, I created unique campaigns with festival programs, invitations, posters, ads and web sites.

INTERACTIVE Over three years, I designed and produced the festival's web site to follow in that year's style and focus.

[UCLA archived the three years of materials I developed in their Special Collections.]

 

MFA, University of Southern California, Graduate School of Cinema/Television

MFA, New York University, Tisch School of the Arts, Film History and Criticism

BFA, Bennington College, Vermont, Fine Arts, Paintin