Local business, Back Road Pizza, handed the reins to the IAIA Moving Images Production class in writing, directing and filming its first commercial. The entry-level class agreed to take on the unique project in February, and delivered the final product in April. The commercial will debut on May 13 at DeVargas Theatres on six screens, four times a day, for three months.

The Birth of Back Road Pizza

Robin Hardie, owner of Back Road Pizza, moved to New Mexico in 1997 from San Francisco and never dreamed she would own her own pizza restaurant. She settled in Madrid, NM, and was amazed that there were only two places to eat in town. She quickly became one of those two, creating recipes, and Back Road Pizza came kicking and screaming into the world.

Although Back Road Pizza spent a happy childhood in Madrid, Hardie realized they needed more room to grow. “I closed my shop there and started looking in the big town of Santa Fe for a place that would be relevant to my name, Back Road Pizza, meaning that my intent is to serve my community, not just tourists. I found that place on Second Street in Santa Fe.”

Hardie had known the Moving Images instructor, Ethan Bach, for some time and had heard he was teaching the class. The golden opportunity came by way of an e-mail to Bach with a subject line that read Potential Fame and Fortune. Back proposed the project to the class, and they were enthusiastic to take part. Hardie said, “I thought it would be a great opportunity for the class and a great community effort for all of us to be publicly recognized for our creativity.”

Will Work for Pizza

Partially because the whole adventure of playing the commercial in a cinema is rather expensive, and because it is illegal to pay students for a class project, the class was not paid in cash. “We’re actually getting paid with pizza, and that seems to be a good trade for us,” said Bach. “The experience will be great, too, and we can all put this in our portfolios, including me.”

Although doing a commercial and instructing a college class are first-time experiences for Bach, he is far from being a milky-tongued pup in the field. He received his bachelor of arts degree in media production, and has done work on several documentaries ranging in content from subjects with disabilities to different gender identities, to short anti-Bush animation pieces.

“All my stuff is pretty political. It’s not very mainstream, and that’s the way I like it,” Bach said.

It Wasn’t All Gravy

Bringing the project to life required precision and a little something called teamwork. Bach’s Moving Images Productions 101 class morphed into a full-blown production crew, pitching different script ideas, storyboarding the shots, shooting the commercial, editing and creating credits in approximately five weeks. That’s ten class sessions, minus spring break.

The hardest thing about working with art, Bach said, is that there is always room for improvement. “The fact that we had no budget and only one shooting date left no room for re-shoots, meaning we had to go with what we had.”

Bumps in the Back Road

The class was informed that the final project had to be sent off four days ahead of schedule, only a week prior to the new deadline. “This cut into our production work, but a few highly dedicated students spent many hours over the weekend, and we were able to complete the project on time and with good quality.

“This project is not typical for a production I level course. There was a lot more at stake than just an in-class project. I mean, this thing will be on the big screen, showing twenty-four times a day for three months. That’s a lot of pressure. It had to be good,” Bach said.

Kissing It Good-Bye

The commercial was completed and sent by Fed-Ex on Monday, April 25. Overall, the Back Road Pizza commercial was a success. “The final project looks very professional, and it is sure to not only help generate business for Back Road Pizza, but also promote IAIA’s visual communications program,” said Bach.

Hardie said, “It was an eye-opening experience, and I would do it again!” She said the class was both fast and professional.

The Beauty of Perfect Timing

The commercial will begin showing Friday, May 13, at the DeVargas Theatres, just three days before the new Star Wars movie comes out.

Hardie believes the commercial will have an impact on business as well. “The timing is perfect. It is coming out three days before the current Star Wars movie gets released. Historically, Star Wars initiates lines for several weeks.”

According to Bach, “It’s been nice to be able to work in collaboration with a woman-owned small business who supports the arts.”

Regarding the students, Bach said, “All in all, this class has proven itself to be a very skillful and creative bunch. As a first-time faculty, I am honored to have this group of students as my first class.”