Mort's Personal Reel [Earthkeeping / Manufacturers National Corporation / Hallmark / Commonwealth Edison / Revlon Formula 2 / 7-Up Sugar Free Soda / Arnold Brick Oven Bread / Alcola / FanFares Shoes / Ac’cent Flavor Enhancer]
Identifier
F.2010-01-0033
Date Of Production
circa 1979
Abstract
A compilation of excerpts and full-length commercials, ads / pitch reels, and finished films, this reel illustrates the wide range of aesthetics and techniques that were utilized in the films produced by Goldsholl Design Associates. While the title indicates that the films are Mort’s personal films, the reel is a compilation of films that he directed, produced, and shot. The opening sequence, a psychedelic light animation that reads “Goldsholl Designers Filmmakers” is, perhaps, more accurate as a description of the reel. Similar to Mort’s Nomiya Experiments, this compilation showcases techniques that were employed by the studio including stop-motion animation, experiments with light and abstraction, live action, and drawn illustrations. While Mort’s Nomiya Experiments includes sections of pure experimentation with style and technique, this is a compilation of completed and more mature works produced by the studio. Products, clients, and excerpts include the opening sequence of the Earthkeeping series, ads for the banks of “Manufacturers National Corporation,” Hallmark, Commonwealth Edison, Revlon (the “Formula 2” skin moisturizer campaign), 7-Up Sugar Free Soda, Arnold Brick Oven Bread, Alcola, FanFares Shoes, and Ac’cent Flavor Enhancer. The reel ends with Millie Goldsholl’s film Up is Down.
Run Time
23 min 22 sec
Format
16mm
Extent
840 feet
Color
Color
Sound
Optical
Reel/Tape Number
1/1
Inventory Number
Goldsholl 297
Has Been Digitized?
Yes
Language Of Materials
English
Element
Work Prints
Genre
Form
Subject
Related Collections
Main Credits
Goldsholl, Morton (is filmmaker)
Goldsholl, Millie (is filmmaker)
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