1. SHORT TAKES BY DIXON GALVEZ-SEARLE
6 SCREEN MAGAZINE APRIL 18, 2005
WHAT DEFINES A COMPANY? For Black &
Decker’s Hardware and Home Improvement
Group (BDHHI), a lot has been invested in 10
simple principles that comprise their “Winning
Culture.” After acquiring the Baldwin and
Weiser Lock companies, however, BDHHI real-
ized their need to communicate and expand
on these principles for the benefit of their new
employees. To help with this task, the compa-
ny hired Chicago-based Crowley & Company
to bring their message to DVD.
Clocking in at 50 minutes, the “Winning
Culture” DVD features a series of vignettes
that use a variety of sports and cultural analo-
gies to illustrate each company principle. Ingies to illustrate each company principle. Ingies to illustrate each company principle. Ingies to illustrate each company principle. Ingies to illustrate each company principle. In
“Achieving Commitments,” for instance, the“Achieving Commitments,” for instance, the“Achieving Commitments,” for instance, the“Achieving Commitments,” for instance, the“Achieving Commitments,” for instance, the
diligent success of the manned space pro-diligent success of the manned space pro-diligent success of the manned space pro-diligent success of the manned space pro-diligent success of the manned space pro-
gram during the 1960s is used to parallel thegram during the 1960s is used to parallel thegram during the 1960s is used to parallel thegram during the 1960s is used to parallel thegram during the 1960s is used to parallel the
determination of employees at Kwikset in re-determination of employees at Kwikset in re-determination of employees at Kwikset in re-determination of employees at Kwikset in re-determination of employees at Kwikset in re-
examining and then re-launching their entireexamining and then re-launching their entireexamining and then re-launching their entireexamining and then re-launching their entireexamining and then re-launching their entire
product line, after a disastrous client meeting
in the mid-1990s. Each vignette opens with a
brief commentary from BDHHI President Chris
Metz, explaining the meaning of the next com-
pany principle.
Elizabeth Crowley, who served as writer,
producer and director of the “Winning Culture”
DVD, had a lot of creative freedom. She
worked with Metz as well as BDHHI client
Debbie Millsap to come up with creative ways
of bringing each company principle to life.
“The fun part about this project was that I had
the freedom to contribute conceptually at the
earliest stages,” says Crowley. “To know that
I would be affecting their corporate culture by
the outside examples and scripts I wrote wasthe outside examples and scripts I wrote wasthe outside examples and scripts I wrote wasthe outside examples and scripts I wrote wasthe outside examples and scripts I wrote wasthe outside examples and scripts I wrote was
very inspiring.”very inspiring.”very inspiring.”
As a visual storyteller with a broad range ofAs a visual storyteller with a broad range ofAs a visual storyteller with a broad range ofAs a visual storyteller with a broad range ofAs a visual storyteller with a broad range of
experience, Crowley says she uses the sameexperience, Crowley says she uses the sameexperience, Crowley says she uses the sameexperience, Crowley says she uses the same
set of skills for corporate production as sheset of skills for corporate production as sheset of skills for corporate production as sheset of skills for corporate production as she
does for broadcast. She does tailor her style,does for broadcast. She does tailor her style,does for broadcast. She does tailor her style,does for broadcast. She does tailor her style,
however. “As a seasoned producer, I know Ihowever. “As a seasoned producer, I know Ihowever. “As a seasoned producer, I know Ihowever. “As a seasoned producer, I know Ihowever. “As a seasoned producer, I know I
can’t edit a video news release the same way
I would a meeting opener,” she says. “I always
keep the audience, and my client, in mind.”
Crowley shot over 85 element tapes at loca-
tions in Lake Forest, CA (the company’s head-
quarters) and Mira Loma, CA (their distribution
facility). She also shot footage at two manu-
facturing plants: one in Reading, PA and the
other in Denison, TX. Some of the vignettes
use actors, but Crowley relied on company
employees for most of the b-roll sections.
This proved difficult to shoot, however, since
the client wanted to guarantee a long shelf life
for the DVD and avoid showing any employee
faces. “From a director’s point of view, thatfaces. “From a director’s point of view, that
was the biggest challenge to shoot around,was the biggest challenge to shoot around,was the biggest challenge to shoot around,
but we came up with some really interestingbut we came up with some really interestingbut we came up with some really interesting
shots as a result,” says Crowley.shots as a result,” says Crowley.
In addition to the material she captured,In addition to the material she captured,In addition to the material she captured,
Crowley made extensive use of stock footageCrowley made extensive use of stock footageCrowley made extensive use of stock footageCrowley made extensive use of stock footage
as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-as well. She and Millsap were able to negoti-
ate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and useate with the four BDHHI companies and use
what was already available. “We were able to
wrangle logos, graphics, still photos and any
existing footage from the four companies,”
says Crowley.
About a month before deadline, BDHHI put
in another request of Crowley, this time for a
Spanish language version to accompany the
original “Winning Culture” DVD, to be used in
the company’s two plants in Mexico and for
the benefit of their Spanish-speaking employ-
ees in the U.S. To accommodate this request,
Crowley got in touch with Georgia Roeming
of The Geo Group (Madison, WI). Roeming
added subtitles to Metz’s introductions and
replaced the English narration with Spanish.
Most of the graphics were changed for the
Spanish language version as well.
CONTINUED ON PAGE 114
Getting Some ‘Culture’:
Crowley & Company For Black & Decker
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A STILL FROM “WINNING CULTURE”

2. SHORT TAKES
SCREEN MAGAZINE WWW.SCREENMAG.TV 11
CONTINUED
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“IFO” FROM 4
Sexton, however, doesn’t believe that
attendance at film festivals is the most
effective way to market the state. “Often
at these film festivals, it’s 15 filmmakers [in
attendance],” she says. The large scale
events that she has arranged, such as the
recent “Sweet Home Chicago” event and
subsequent producers’ breakfast (both held
in Los Angeles), are where Sexton believes
she is able to get the most value for the
money spent, dollars Sexton says she has
raised privately rather than from taxpayers.
As for concerns regarding commercial
work, Sexton says that attempts to lure the
ad world to the state with the existing tax
credit have been difficult at best. “The taxcredit have been difficult at best. “The taxcredit have been difficult at best. “The taxcredit have been difficult at best. “The taxcredit have been difficult at best. “The tax
credit doesn’t really work with agencies. Icredit doesn’t really work with agencies. Icredit doesn’t really work with agencies. Icredit doesn’t really work with agencies. Icredit doesn’t really work with agencies. I
believe that with the studios, they have anbelieve that with the studios, they have anbelieve that with the studios, they have anbelieve that with the studios, they have anbelieve that with the studios, they have an
entire accounting group working just onentire accounting group working just onentire accounting group working just onentire accounting group working just onentire accounting group working just on
this tax credit,” says Sexton. “[Agencies]this tax credit,” says Sexton. “[Agencies]this tax credit,” says Sexton. “[Agencies]this tax credit,” says Sexton. “[Agencies]this tax credit,” says Sexton. “[Agencies]
don’t have the staff and systems set up todon’t have the staff and systems set up todon’t have the staff and systems set up todon’t have the staff and systems set up todon’t have the staff and systems set up to
analyze [the tax credit] and incorporate it.”
The IFO has met with agency representa-
tives on a one-on-one basis in Chicago,
and have held events similar to those held
for studio producers in New York and Los
Angeles, most recently one in October in
Los Angeles that, according to Sexton, had
lackluster attendance. “We sent out more
than 100 invitations, and we had about 10
people attend.”
As it stands, the Illinois Film Office con-
tinues to work with producers of projects
large and small. Sexton quotes from an
email from a producer at Miramax who says
that he will be giving her department “rave
reviews” for their performance. As for the
production community, they remain cau-
tious.
“I think the Illinois Film Office had a great
team in Brenda Sexton and Bob Hudgins,”team in Brenda Sexton and Bob Hudgins,”team in Brenda Sexton and Bob Hudgins,”team in Brenda Sexton and Bob Hudgins,”team in Brenda Sexton and Bob Hudgins,”
says Eileen Willenborg, speaking on behalfsays Eileen Willenborg, speaking on behalfsays Eileen Willenborg, speaking on behalfsays Eileen Willenborg, speaking on behalfsays Eileen Willenborg, speaking on behalf
of the Illinois Production Alliance, the lob-of the Illinois Production Alliance, the lob-of the Illinois Production Alliance, the lob-of the Illinois Production Alliance, the lob-of the Illinois Production Alliance, the lob-
bying group that was instrumental in gettingbying group that was instrumental in gettingbying group that was instrumental in gettingbying group that was instrumental in getting
the Illinois tax incentive passed. “I hopethe Illinois tax incentive passed. “I hopethe Illinois tax incentive passed. “I hopethe Illinois tax incentive passed. “I hope
that the office doesn’t lose its ‘can-do’that the office doesn’t lose its ‘can-do’that the office doesn’t lose its ‘can-do’that the office doesn’t lose its ‘can-do’
attitude. It is critical to have someone onattitude. It is critical to have someone onattitude. It is critical to have someone onattitude. It is critical to have someone on
staff who can interpret the tax credit. Bob
leaves some very big shoes and I don’t
envy the person who has to fill them.”
//www.illinoisbiz.biz/film/
“CROWLEY” FROM 6
When it came time for post-production,
Crowley booked time at BTV at Square D
(Palatine, IL) and turned to editor Gregg
Jorgensen. They spent over 25 days in the
edit suite at BTV, but Crowley says it was very
cost effective and that Jorgensen had done a
lot of freelance work there, so he was familiar
with the room. The approval process went
smoothly as well, says Crowley, since Millsap
had been involved in production and “there
weren’t any big surprises for her.” The layers of
approval included Millsap, her boss and, even-
tually, Metz. Crowley says the whole process
was relatively painless.was relatively painless.
In the end, “Winning Culture” has provenIn the end, “Winning Culture” has provenIn the end, “Winning Culture” has proven
to be a success. The DVD was screenedto be a success. The DVD was screenedto be a success. The DVD was screened
at BDHHI’s annual leadership meeting inat BDHHI’s annual leadership meeting inat BDHHI’s annual leadership meeting in
February and has earned raves from thoseFebruary and has earned raves from thoseFebruary and has earned raves from those
within the company. Millsap was impressedwithin the company. Millsap was impressedwithin the company. Millsap was impressed
with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-with “the vision to turn our conceptual cul-
ture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandableture values into concrete, understandable
examples,” while Metz praised the DVD as “a
tremendously successful communication tool.”
Crowley & Company can be reached at
773-296-2100. //www.bdhhi.com