Photographer and director Matthew Rolston launches R-ROLL production unit, lands Amazon.com/Fashion film on TaxiTV

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Responding to ever-changing client needs, photographer and director Matthew Rolston has established a new production unit he calls R-ROLL. (The name’s a twist on the industry term b-roll; the ‘R’ is for Rolston.) R-ROLL’s mission is to provide Matthew’s mix of editorial, advertising, and entertainment clients with behind-the-scenes documentaries of his photo and film assignments. “We’re now entering an era where the ‘making of’ is just as important as the ‘of,’” he notes. “Maybe more important.”

He adds, “This is not me acting as a photographer or a director, but as a producer, working with a group of very talented young filmmakers. Being a filmmaker myself, I have an innate understanding of how to produce this type of content in a modern style consistent with the print and film assets we normally create.”

Since its inception earlier this year, R-ROLL has already produced more than a dozen projects for prominent clients such as Time Inc. and A&E/Lifetime Networks. “It is clear to me that there’s an overwhelming demand for filmed content, as clients expand their reach beyond traditional media—for example, for use on their websites as well as on diverse social network platforms…even for broadcast,” he says.

A recent case in point: Amazon.com commissioned Matthew to photograph a big kickoff campaign to promote its growing fashion brand, Amazon.com/Fashion. The ads have appeared in Vogue, InStyle, and WWD, and if you live in New York City, you’ve seen the campaign up close and larger than life—Matthew’s ads and other print images have graced everything from bus shelters and phone kiosks to a billboard in Times Square.

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R-ROLL also produced a behind-the-scenes film for Amazon.com/Fashion, and the client was so impressed that it decided to go into limited broadcast with it. An R-ROLL Amazon.com doc has been on view on Taxi TV screens all over New York City, a breezy, appealing video counterpart to Matthew’s Amazon.com/Fashion print and outdoor campaign. The film also appears on Amazon’s fashion website and its dedicated YouTube, Vimeo, Twitter, Facebook, and other social-media platforms.

Though R-ROLL is still a relatively new endeavor, it has already produced films for a dozen clients and counting. They see the opportunity in Matthew’s clever integration of media services, not to mention the value of a unified creative vision across promotions. “Everyone seems to love these new documentary pieces,” says Matthew. “They’re fun, casual, and stylish, and hopefully, a little more engaging than is typical for this kind of media product. It’s a fresh take.”

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One Comment

  1. Posted 07/19/2012 at 10:06 am | Permalink

    Love Matthew, so talented, and not surprised about this new endeavor of his.


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