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True Value, DIY, Hardwarian
Content
Mark Schimmel, Chicago based Director, helmed this 50 webisode campaign for Marc USA and True Value Hardware. In the frame grab seen above, a fake portion of a roof was designed to ensure the safety of the actor during the shoot. The actor is standing on the ground as he uses the gutter cleaning tool to remove leaves. True Value Hardware Stores wanted to increase brand awareness and recapture lost market share. To do so, Schimmel directed unique DIY webisodes to position True Value employees as experts known as “Hardwarians”, thereby tapping into the vast amount of technical and practical knowledge that True Value possessed. The objective of the campaign addressed two distinct audiences – employees and consumers – with one hard-hitting message - True Value Hardwarians are your DIY go-to person. The result was a dramatic increase of in-store traffic and online sales with over 1 million distinct views and counting. The 50 videos were shot over eleven months, broken down into 3 day shoots. To meet client and budget expectations, 5 episodes were shot each shoot day complete with an on-site editor. The episodes were shot on location in Chicago with local and LA based SAG talent. This was the first on line video effort for True Value Hardware for the Hardwarian based website.
Mark Schimmel
Passionately Directing Stories

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About

Mark Schimmel is an award winning director of content, commercials, television, short and feature films.

“What separates most directors from truly great directors are the leadership qualities and vision they possess. Present in the moment,  I give every ounce of energy and creativity to what’s in front of the camera. Each time that I step onto a set, I display integrity, intelligence and vulnerability. These are critical leadership qualities that inspire the cast, crew and entire production to support my creative vision. A director with a strong positive persona can bring a film to an entirely new level of significance.

I consider myself an emotional storyteller who looks past the norm and digs deep inside to discover what motivates the actors.  I nurture actors, providing them with a space to perform at their very best.  This means encouraging them when needed but also knowing when to stay out of their way, giving them the freedom and safety to reach deep inside themselves of find the truth of the character they are portraying.  Directing is my true calling and I’m consistently inspired to bring my own craft to new heights.” - MS

Mark Schimmel has been directing award winning commercials, television, short and feature films for the past 18 years.  His work is conceptually driven and supported by images that communicate with emotion.  He’s directed notable actors such as Eric Roberts, Claudia Christian, Rene Auberjonois, Bill Ratner, Lance Barber and Academy Award nominee, Woody Harrelson.  One of his many recent accomplishments include directing the 2014 Wrangler Blue Jean commercial campaign featuring George Strait.

Mark Schimmel was born in Chicago.  He studied drawing at The Art Institute of Chicago, photography at Columbia College, and completed his BFA at PRATT Institute, New York City.  Early in his career Schimmel designed movie posters for Miramax Films and was an Imagineer for Walt Disney Productions.

 

Mark Schimmel

Mail: mail@markschimmel.com

Mobile: 847-502-2973

 

Television and Features Management:

Wendi Niad

Niad Management, LA

Mobile: 818-774-0051

Mail: wendi@niadmanagement.com

Contact

Thanks for your interest. Feel free to contact via the information below.

Email: mail@markschimmel.com
Mobile: (847) 502-2973