Article By: Ericka Santos

They have captured the uncensored darkness of Eminem’s gritty music lyrics for his “3 A.M.” video and directed an electrifying rock-show opener for Disney XD’s new series, “I’m in the Band.” They’ve created an enticing party atmosphere for P. Diddy’s signature Ciroc Vodka commercial and provided a playfully intricate show package for Rob Dyrdek’s Fantasy Factory on MTV. Weaving the richness of color, sound, music, motion, and cinematography into a vivid tapestry of entertainment has truly become one of Syndrome’s specialties.

Beginning as an LA-based mixed media art collective centered on showcasing gallery shows and installations, Syndrome ultimately grew into a creative boutique that now specializes in live-action directing and design for commercials, music videos, and broadcast. Consisting of artists Micah Hancock, James Larese, Mars Sandoval, executive producer Monica Blackburn, and a number of other dedicated team members, Syndrome is a powerhouse for creative imagery. With a project portfolio including Alicia Keys, The Black Eyed Peas, the NFL Network, Old Navy, Activision and more, signs of Syndrome’s success in the entertainment industry are clear.

“I think we have a nice balance of directing and design,” says Laresee – current partner and live action director with Syndrome. “We love mixing technology with soul. That’s why music and working with musicians is so important to us—it’s the best of both worlds. We used to be told our art was too commercial and that our commercial work was too artistic,” Larese said. “It’s as if we never fit into a category, and it really frustrated us when we were starting out. Now, however, that not fitting into a category is exactly what has made us who we are.”

Interested in cementing lasting relationships with their clients rather than focusing on the quick and easy dollar, Syndrome takes pride in the concept of return clientele. – Continual collaborations with networks like Spike and MTV and music artists such as T-Pain, definitely serves as a testament to the satisfaction Syndrome provides.

Whether they set out to tell a story in a single snapshot, 30 seconds, or 3 minutes, nothing is off-limits. Incorporating words, lighting, animation, and artwork, Syndrome creates an innovative platform for captivating audiences.

“To us success was achieved the moment we were able to support ourselves independently as Syndrome,” Larese said. “Quitting our day jobs and jumping in head first was the most rewarding and beneficial move we ever made.”

Fresh in the business, Larese recalls the founding team’s very first directing job outside of Los Angeles. They were about to find out if they had what it takes to make it. Ready and set to shoot in St. Louis for an artist’s music video, the city warned Syndrome to shut down just two days before the shoot. Facing fines from the city which feared that the particular neighborhood Syndrome was to shoot in would become unruly if they proceeded, Syndrome had to come up with plan B—and fast. In just 48 hours, thanks to some research, green screen magic, and a quick low pro mission back to the neighborhood with still cameras and tripods, the project went from almost failed to fully complete. With no harm done to the city, its residents, or the label, Syndrome passed their out-of-state directorial debut with flying colors.

“We learned a valuable lesson,” Larese said, “to always have a backup plan and to be prepared for anything because if it can happen, it probably will, so you better be ready to roll with the punches.”

Fast forward to 2010, and Syndrome is already starting the year off strong. With an array of upcoming projects spanning across the creative spectrum, the future for Syndrome is definitely promising. Unable to disclose specific details due to contractual obligations with their clientele, it’s safe to say that as the winner’s of the 2009 Bronze BDA at the Promax/BDA Conference and winners of 9 Telly’s at the 30^th Annual Telly Awards, whatever projects Syndrome currently has under wraps can be nothing less than exciting.

Aside from handling their business with celebrities and high profile clients, the team makes sure to try to take time for personal projects as well. This year they have chosen to create a short film set to feature a variety of styles and techniques. By never forgetting the passion that drove them to begin in the industry in the first place, Larese admits it’s very important for Syndrome to evaluate where they are and where they want to be—then do what they can to get there.

“We feel people can’t believe in us unless we believe in ourselves. Our drive and passion runs deep, and hopefully when a new client works with us, they get a sense of that,” Larese said. “Syndrome isn’t what we do, it’s who we are. As cliché as that sounds, it’s the truth. We have built this from nothing, and not a day goes by that we wish to be doing anything else.”

————————————————

Connect with Syndrome:

Website