"Our philosophy is the good idea wins. We are big believers in the talent we have in this company, both the people we've built from nothing and those talented people who sat on other rosters and might not have been marketed properly," says executive producer Weinstein, referring to his roster's past production niches. Caitlin Felton worked at Satellite, Frank Ockenfels 3 was with HSI, Nick Rafter came from The End, Michael Shapiro from Sticks and Stones and Austrian directing team Rad-ish were with the now defunct U-ground. Gary McKendry moved from agency creative to director in 1999.

"We will not only take someone with raw talent who can grow in the industry, but also people who we can take and help realize their potential," says Wherry. He and Weinstein have been in the New York talent biz for years (both men began their careers as actors). Weinstein was head of sales at Johnston Films and then Big City before opening repping firm Yakkity Yak and later production company Sticks and Stones. Wherry was head of sales for BFCS, New York before becoming New York managing director of HKM and its satellites, the Directors Bureau and Public Works.

Weinstein opened Go Film in July of 1999 and Wherry joined in April of 2000. Since, Go has produced jobs in the States, Italy, Canada, Ireland, Spain and most recently Australia, where Rad-ish shot the latest US Guinness campaign for Weiss Stagliano and Partners. Despite the increasing volume of international shoots produced through Go, Weinstein says the company has yet to forge many cross-representation deals abroad.

"In some places we have people we work with, like Players in Toronto, a fine solid place, they got Gary McKendry that Carlsberg job," he says. "On the other hand, some of the European work we have translated ourselves. We are looking for relationships in the UK, Amsterdam, France, Italy and Australia. Every place has good creative at one moment or another; the goal is to have access to that work 365/24/7."

The addition of Rad-ish to the roster represents a growth beyond New York (the company has a Los Angeles production space but is largely New York--based). Attracted to the duo's seamless VFX and cleverly composed work, Wherry and Weinstein pursued Rad-ish for US representation.

"We put every effort we could into getting them because we believed in them so much. They are extremely versed in effects but with a great sense of humanity; they use visual effects to further capture the vision of a spot or campaign," says Wherry. He and Weinstein are comfortable with their current roster and with being firmly ensconced in the ad mecca that is New York.

"There are great crews in New York. It's changed a lot from seven or eight years ago when everyone complained about union problems. Now the most difficult thing is finding parking," says Weinstein. Both producers are intimately familiar with NYC production, as one of them is always present during pre-production and at some point during each shoot.