Back-to-School Means FASHION

to local producer Lisa Kalb Schaffer By Steve Moctezuma For most kids, back-to-school commercials are a dreaded portent of a rapidly waning summer vacation. But kids and parents who are shopping for fashionable and affordable coat wear (or other stylish attire) might enjoy Burlington Coat Factory's two new commercials filmed in June, 2007 at Montclair High School (MHS), in Montclair, NJ. The ads were produced by native Montclair resident Lisa Kalb Schaffer (MHS Class of '74).

One ad features teenagers (acting as chess club and debate team members) in the MHS cafeteria, and the other spot converts a drab, locker-lined hallway into a glitzy, spot lit children's fashion runway. Of course, this isn't the first time MHS has hosted media productions. For instance, some scenes from the former television comedy series "Ed" were filmed at the school. As a producer for almost 28 years, Schaffer's work has taken her around the world--to places like Los Angeles, Miami, Paris and London, but this is the first time she has filmed at her alma mater, something she said she always wanted to do. Schaffer has also shot commercials at many homes and other schools around Montclair. “A lot of movie and film-making left New York and went to other countries to save money,” she said, "but I try to keep a lot of shooting here because this is where I live, where I grew up, and people that I know who live here and are professionals in this business deserve to make a living.” Schaffer described her duties as a producer: "It is something different all the time. I manage a project from beginning to end. I get a storyboard and help decide whether it should be shot on location or on a stage. Which director? Which music company? "I negotiate celebrity talent, and create and manage all of the budgets. It involves working on the shoot, the editing, the casting ...every single thing until it goes on the air," she remarked. To produce both of the 15-second Burlington Coat Factory commercials at MHS, Schaffer teamed up with representatives of Scheer Advertising Inc.; Donald Case Casting; director Marshall Vernet, of Islander Films; and editor Jonathan Levy, of Just Add Water. She also collaborated with H. Robert Greenbaum, vice president and executive creative director for Burlington Coat Factory, and Don Jacobs, a freelance creative director. "We intend to establish ourselves as a fashion authority and prognosticator," said Greenbaum. "We have more than 350 Burlington Coat Factory stores nationally. We've embraced an upscale, engaging advertising campaign that says, 'Quality, fashion, and priced right,’” he said. In Schaffer's early years she wanted to be "behind-the-scenes" in the movie business, so she studied film and television at American University (A.U.) in Washington, D.C. Her first internship was at the American Film Institute (A.F.I.) at the John F. Kennedy Center for the Performing Arts, where she studied film history and was co-journalist of the "A.F.I. guide to College Film and T.V. Courses." After she graduated--a semester early--from A.U. (Class of ‘78), Schaffer was offered a job in production with Warner Brothers Films, in Los Angeles, California. She "toyed" with the idea of taking the job and moving to California, but her father, Irving Kalb, died and she decided to stay on the East Coast to be near her mother, Alice Kalb. Schaffer started taking acting classes and modeling at trade shows. She modeled, for example, at a uniform company and at a car show in New York. "I was just messing around--I couldn't act," laughed Schaffer. Schaffer's mother told her, "You've got to get a real job. Call this woman at Grey Advertising." She took her mother's sagacious advice and made the call-- and got a job as the assistant to the director of television production. "That is how I learned that I wanted to become a producer," Schaffer revealed. "My job there (at Grey Advertising) was chasing down about 25 producers and 12 assistant producers and knowing where they were at all times. I really liked what they did." But about 1 and-a-half years later, Schaffer left Grey Advertising, because, she said, "the boss wouldn't promote me." After Schaffer left Grey Advertising, she became an assistant producer in Washington, D.C., where she produced public service announcements and government films for the Coast Guard, Health and Human Services, and other federal agencies. "I really--really--learned how to become a television producer very quickly," Schaffer stressed. A few years later Schaffer moved back to New York to work for other ad agencies (some of which no longer exist or have merged with other companies), such as Shaw and Platt, TBWA, DMB&B, Deutsch, and DDB Worldwide. While working for DDB Worldwide, Schaffer said she produced "really big commercials" for companies like Audi, Volkswagen, Nabisco, and Weight Watchers. Schaffer admitted there have been many "ups and downs" along her career path. "Specifically, for ad agency producers, there has been a significant weeding out of staff people," she said. "Many producers have been laid off over the years as the number of agencies have dwindled. Ad dollars have been diverted into other areas like the internet--the new media venues. The traditional television commercial has taken a hit because of it. "You still need a producer to manage a commercial," Schaffer continued, "and producers who are on staff have been asked to double or triple up their work--I was the victim of that for quite some time," said Schaffer in frustration. "There is a tightening of the belt at major ad agencies, and you can't forget what happens at ad agencies all of the time: clients change their minds and they move on." Around 1988, there was a growing trend among agencies to fire fulltime producers and then rehire them as freelancers. The agencies were trying to save on health insurance, office space, and other related expenses. In response, Schaffer co- founded, with her friend (the late) Sandy Corbett, an advocacy support group organization called "Freelance Producers of New York." After freelancing for many years, Schaffer worked fulltime for 8 years as a senior producer and vice president for the French advertising agency, Publicis. At Publicis, she specialized in producing beauty commercials for Lancome, Garnier, and other Loreal brands. Schaffer has worked with many celebrities, including Sarah Jessica Parker, Katie Holmes, Naomi Campbell, and Ines Sastre (a Lancome model). During the last four years, Schaffer has been working out of her home headquarters for Scheer Advertising, producing commercials for Burlington Coat Factory. "I made a deal (with Scheer Advertising) so I could make dinner for my husband and step-children and not have to deal with commuting into New York every day," said Schaffer contentedly, "and so I could be done with office politics." Lisa Schaffer’s husband, Perry Schaffer, is in sales in commercial production; he represents directors, music, and animation companies. "He is a seller," she smiled, "and I'm a buyer." She first met Perry while she was living in Manhattan. He told her he lived in Montclair, and she responded, "Really? I'm from Montclair." They got married, Schaffer pointed out, precisely "two years to the day" after their first date. In October they will celebrate their sixth year wedding anniversary. The Schaffers consolidated their New York and Montclair apartments into a home in Montclair five years ago. Lisa Schaffer's two stepchildren, Jeremy and Susannah, graduated in June, 2007 from MHS, and both will attend Penn State this fall. Lisa Schaffer also has an older brother, Rick, who lives in Washington, D.C. He recently retired as an attorney for the Federal Communications Commission's cable television branch. What have been some of Schaffer's more challenging moments on a commercial set? She quipped that she takes great pride working with "dogs, chickens and kids under 4 years of age--those are the hardest shoots.” Then Schaffer offered some general guidance for kids (and their parents) who are contemplating the acting/modeling profession: "What a child needs is the knowledge that he or she wants to act. Parents have to be motivated to schlep the kid around to the casting call, and to mail photos to agents. The kid doesn't need to be beautiful...There might be one special quality about the kid. "I see a lot of kids who just love acting or modeling--and the parents let them do it because the kids love it and it is genuine; and parents are saving the money for their children's college expenses," said Schaffer. "A child has to be very motivated to be able to handle: going on casting calls and performing in them; doing homework; having friends, participating in sports or any kind of afterschool activities. "A child needs to have a well-rounded life. A child can't just go to school and then at 3 o'clock get picked up and go on casting calls. That's not a good life for a child," said Schaffer conscientiously. Multi-talented Lisa Schaffer is also a self-described "amateur party planner and home renovator," whose hobbies include dog care/training, and the culinary arts. The Schaffers own a 2 year-old Portuguese Water Dog, Sally Sky. In 2006, Sally and Lisa Schaffer appeared on the Martha Stewart Show. Their appearance can be viewed on YouTube.com. Sally is recuperating from her recent "dog camp" vacation in the Catskills, where she romped with other dogs and went swimming every day. "Unfortunately, there are a lot of children who don't get treated as well as my dog," Schaffer mused. "She has had, so far, a very full life." To create a safe and convenient area for local dogs and pet lovers, the Schaffers have been advocating the construction of a "dog park" in Montclair. But it isn't all work and no play for Sally. She and her trainers, the Schaffers, passed the “Bright and Beautiful Therapy Dog Class” in Morris Plains, NJ. As a certified "therapy dog”, Sally has comforted patients at the New Jersey Veterans Nursing Home in Paramus, NJ, and is seeking work at a special needs school in Montclair. Lisa Schaffer also enjoys cooking and catering. Nearly 2 and-a-half years ago she became a volunteer cook for the Salvation Army in Montclair. She usually cooks once a week (if her hectic work schedule permits) for about 25-40 clients, who are served free hot lunches. She also has a take-charge attitude in home repairs/renovations. "When we bought our house in Montclair, it was in great need of a cosmetic redeux," Schaffer said. "In 3 and-a-half weeks, the house was stripped of its wallpaper, linoleum, and old carpet; floors were sanded and refinished; every room has been painted, and half the kitchen ripped out; and all of the old appliances have been replaced." Drawing an analogy, Schaffer said, "I treated it (home renovation) like producing a commercial. I took three bids from each type of suppliers, and managed the schedule of the workers hourly. The work was done on time and on budget. But is was certainly the hardest job I've ever produced. "I have great respect for a good, general contractor, and would use one next time," a wiser and more tired Schaffer concluded. Asked to peer five years into the future, Schaffer hesitated, “I’m not really sure. I've been working in production for about 28 years. I think it is great and I want to give it another 5 years--then I want to be done. I think I have another career in me. I still haven’t figured out exactly what it will be, but I'm getting closer to finding out. In a lifetime a person should do more than one thing...”