By: Robert Leach - Hootenanny, launched nearly nine months ago by the creative team of Liz Tate and Jim Annerino, is no rookie to the post-production business; Tate's career as a creative editor spanned twenty years at Avenue Edit, while her co-worker Annerino had spent fifteen years at the facility as a smoke artist and operations manager.


"We definitely had an advantage working with some very talented individuals while at Avenue, most notably the relationship we both had with former owner Rick Ledyard," states Annerino. "Rick allowed us the freedom to co- manage the business, which helped prepare us for our current venture."


Their unique name came as a result of a common term for a collection of artists getting together for a jam session. "My husband and I are involved in music, and Hootenanny is a word we have always used to talk about getting friends together. It was a perfect term to explain what Jim and I were trying to create when we launched the company," said Tate, who smartly refers to Hootenanny not as a post house or boutique, but a "collection of creatives" armed with the latest technologies.


Hootenanny has been keeping busy since opening their doors in April 2008, and has seen a steady increase in business despite the economic downturn. "We haven't really seen a slowdown on our end. There is plenty of great work out there to land," says Tate. "I have always felt the most difficult step is getting your foot in the door. Once we get in, we know how to keep our clients happy with great creative work." The creative staff is rounded out with editor/designer Graham Metzger, creative editor Jerem Sloan, executive producer Don Avila, and assistant editor Sean Halvorsen.


Additionally housed within Hootenanny's 5000-sq ft. Chicago loft space at 211 East Grand is former Avenue co-worker John Montgomery, who now operates fxphd, and fxguide.com. While fxguide.com is a website for creative artists, fxphd is a high-end online training site for visual effects, motion graphics design, and on-set production. Fxphd currently touts members in 70 countries around the world, as well as being one of the first adopters of the Red camera, purchasing camera #22. Having worked with Montgomery on many projects over the years, Tate and Annerino knew that he was a perfect candidate to add to the new venture. "What John brings to our company is not only a person who is constantly pursuing the edge of technology, but also an artist who is continually excited about the creative process," Tate states.


Technology paired with creativity has been the driving force in reshaping the post-production community over the past decade, and herein lies the true success of Hootenanny. "Because today's advertising can be delivered in so many different forms, we knew we had to build a facility that could quickly adapt to changing formats. All of us get a rush from learning and integrating the latest technologies into our creative work."


"We have completed four projects in the last four months that were shot with the Red camera. Each one required a different approach to get the final deliverable to our client," said Annerino.


While the shop opened its doors in April with work from longstanding clients like Leo Burnett, A. Eicoff and Tom, Dick & Harry Advertising, Hootenanny is building a reputation in town that is attracting new clients. "We are seeing new faces," producer Don Avila remarks, "and connecting with clients who are looking for a different approach to the post process." Editor Jerem Sloan recently completed a viral spot for Anheuser-Busch's new product American Ale out of Critical Mass of Canada. In the last quarter, Graham Metzger created content for Kmart, Gamefly and Boeing that showcased his ability to combine design and editorial into a seamless package. Additional recent clients include the Evangelical Lutheran Church in America, State Farm, and the National PTA organization.


The talented, experienced "collection of creatives" at Hootenanny disagree with those who think that Chicago talent is dwindling with the rash of recent large post house closures in months. There is no mass exodus; just a re-introduction to the great talent showcased in SCREEN for the past three decades.