This is our first collaboration with iDonate. Using kinetic typography to explain iDonate’s message and services in a creative manner, we were able to retain full creative control throughout the process. After three rounds of script revisions we went into production only to find ourselves needing a few more script revisions throughout the production process. The advantage of this was that we could remain on track to meet our deadline while providing the flexibility iDonate needed to make sure their message was presented optimally. The simple and clean design puts a focus on the message while the smooth, yet explosive, motion keeps the viewer intrigued via the peripheral movement.

    • Credits:
    • Project Title: iDonate Launch
    • Project Length: 1:56
    • Debut Date: TBD
    • More Info: iDonate


  • Client: iDonate
  • Executive Producer: Kevin Myers
  • Executive Producer: Ray Gary
  • Associate Producer: Blair Myers
  • Creative Direction: Type G Design
  • Art Director: Mike Nelson
  • Production House: TAR PRODUCTIONS
  • Director: Timothy Ryan
  • Writer: Alexander Kimball
  • Motion Graphics: Jared Gray
  • 3D Artist: Jared Gray
  • Musician: Mark Petrie
  • Song: New Light



A unique and cinematic look at the art of shaping surfboards. This montage was shot entirely on one 400′ roll of film, in one day, without any planning or preproduction. The challenge of this shoot was to put an emphasis on the cinematography while be cautious of film usage, yet taking the time to set up beautiful shots. SANDED has been accepted and nominated for several awards at various festivals around the world.

    • project title: SANDED
    • project length: 2:54
    • shoot date: 6/23/2011
    • debut date: 9/27/2011


  • cinematography / editing / creative director: Timothy Ryan
  • associate producer: Will Smith
  • surfboard shaper: Jason Bennett
  • production assistant: Scott Siever
  • original score: Adam Lathrum “Digital Moon”
  • sound design: Patrick Burniston
  • shot on location at Chemistry Surfboards in Oceanside, CA

Fundamentals of Design & Branding

The fundamentals of design and branding are of the upmost importance for a company. It is invaluable to your consumers to be able to recognize your brand – and the look, feel & mood that goes along with it. Look, Feel & Mood are three of the most important elements that we discuss with clients during pre-productions, and one of the top focuses during the shooting and editing phases. For a production company, it is a great pleasure to work with a client who understands this and is willing to contribute in the process along the way. When it’s all added up, it makes for the best possible project given the scope of work. Erica Gorochow is out with a new explanation on the Fundamentals of Design, which is a quick and fantastic insight to your brand’s image. We thought we’d write down a few thoughts on branding, being one of our focuses, to further help our clients and prospective clients understand the production process.

Keep your brand image consistent. Make sure that it ties into your campaign. If your company has a internal Art Director or Creative Director, make sure that this person has a couple of one-on-one conversations to get a clear message of the goal at hand to the Creative Director and/or Producer on your shoot. Often times we’ll use the exact same files that are used in print collateral for motion media, or a song that is featured on your website will be used, in various lengths for the edits of your project. All too often we see campaigns that are related, but too far apart, leaving the consumer adrift in the brand & message.

Detail Your Needs & Goals
What is the message you’re trying to portray? It is the client’s responsibility to deliver this message to the Creative Director on the production team. Ask this person what he/she needs to know to understand the project at hand. The first time you work with someone you’ll need to be the most thorough. As times goes on, and more projects have been completed, this process will begin to streamline itself. If you can, develop a synergy with the production company you’re working with, create a workflow that is always helping to streamline the process. When in doubt, refer to the above paragraph.

Media Variety
Where is your media going to be seen? I’m not talking about TV, Internet… etc. but what type of environment. Will you have a captive audience? Or will they be passing by and only have them for a brief moment? Spread your deliverables out to cover what you’ll need. Do you need a shorter edit geared towards someone on his or her mobile phone? Or will you have them captivated for 10+ minutes. You can tell a story in :30 seconds, or in 10 minutes, but it’s how you tell it and what you choose to include.

The Fundamental Elements of Design