Defying the Odds

Defying the Odds

The term 'motive' is, quite frankly, a powerful word. As an adjective, it prompts one into action and yet it can relate to one's intent. As a verb, it can inspire others into motion with motivating effectiveness.  It should then come as no surprise that one of the busiest directors in the commercial realm appropriately named his production company Motivfilms. That said, it's time to meet Eric Bute.

As a former creative director working on international brands like Intel, Iomega, Coke and Taco Bell, Bute understands how to take an idea and bring it to life. As the Global Creative Director for Euro/RSCG on the Intel business, Bute oversaw the development of the company’s brand on a global level. Working with teams in seven countries, he managed a creative staff of over 50 and assisted the growth of the chip-makers business from $70 million in annual billings to well over $500 million. In the process, he helped make Intel one of the worlds most recognized brands by creating the first of many Super Bowl spots.  After winning accolades from Communication Arts, The One Show, Print, Creativity, Adweek, and Advertising Age, Bute ditched the ad world to start Motivfilms and pursue commercial filmmaking. As a director, his storytelling ability combined with an art director’s eye, has helped land him such clients as Adidas, Cingular, Jeep, Gateway, Mattel, to name but a few.

Nowadays, not only is Bute busy with his directing life, the man also stays engaged in the minutiae of the production company he helped co-found.  “I don’t get involved with the day-in day-out business,” says Bute, “that’s Jim Rutherford.  He handles the daily routines.  But I do get involved in the ‘big picture’ stuff.”  The company itself always has an eye on the future with ongoing development in a number of areas besides the commercial realm.  Music videos, television, and now a Latin division keeps the company running at full speed.  “We just opened an office in Buenos Aires and have recently hired Ken Braun as our Head of Development,” says Bute.  “Our goal is to own our properties as we expand into film and television.”  Currently Motivfilms has a television pilot in development entitled L.A.F.U. (Los Angeles Forensic Unit) – a parody of the very popular CSI franchise.

With all that has come before – and all still ahead for the intrepid director - Bute continues to revel in the process, as evolving as it may be. Having fallen into the role of directing from an agency creative, Bute is grateful for the experiences he’s had thus far. “I love working and creating,” says the director, “and I live to make something new.  The process in commercials, television, and film are so different on so many levels that this business of shooting is unlike any other art process I’ve ever done.” 

One of the hardest working directors out there, Bute also defies the odds by his ability to be savvy on both sides of the advertising equation.  Acknowledging that there is much to learn at his current craft, the director notes that it won’t slow him down at making a business out of it.  “Integration,” states Bute, “and the understanding of all the factions helps me immensely.  Great creative should equal fabulous, but that’s not always the case.  What I understand is that one cannot argue a creative point.  This approach has emboldened not only new clients, but has ensured repeat business as well.”

It certainly doesn’t hurt that Motivfilms has an in-house top-tiered post facility.  Called Blissium, the boutique is armed with artistically talented young people on the cutting edge of all things post.  Whether clients come through Motivfilms from inception or through Blissium for the end product, they are quickly aligning with the ‘one stop’ house.  “I have to say that having this component in place makes coming to work a lot of fun,” says Bute.  “Establishing Motivfilms first allowed us the luxury of building Blissium to fit our vision.  We’re very pleased at how everything has turned out.”

And Motiv certainly isn’t resting on its laurels.  Enthused by the expanding marketplace into alternative arenas, Bute has found new ways to foster his creativity.  With internet projects working themselves into the mainstream, the director is also finding just how diverse he can get.  “Not too long ago we took on an online project for Super Pretzels that turned out to be 23 movies total.  Some were 20-seconds, some were 4 minutes.  We developed a whole cast of characters and shot it in our space with a video camera.  We had a blast doing it!”  The company also operates a viable business website – theITroom.com - that houses some highly amusing episodic videos.

With all kinds of entertainment properties beckoning Bute, the director foresees Motivfilms as becoming more than just a commercial production company.  He is already in development on a number of projects and fielding a wide range of prospects.  “Our goal is to not only create these new endeavors, but to have an ownership stake of our offerings.  And with the networks incorporating more online aspects of their programming, we see additional expanses for us as well.”