"The idea was to be a production company, including editorial, that would concentrate on digital video," asserts Don Faller, producer and partner at Double Wide Media.

Faller left NY's Notorious Pictures in November 2001 with directorial duo and current partners Bryan Jackson and Nate Kruker, who bill themselves as the GoodGuys.

Work since then has included a widescreen project through Quinn Fable for AT&T Wireless, and a series of four 60-second spots for Miller Lite through New York's Tangerine Films for The Schupp Company agency out of St. Louis. Both projects were shot on DV with the AT&T piece distributed via the Internet to run on plasma screens in the client's retail stores.

The Miller Lite spots were posted in-house at Double Wide Post (launched in September of last year) by editor Steve Covello. Covello joined Faller from NYeditorial house Salamandra and they have since upgraded the Avid to a Meridian system and started using the more Internet-friendly FinalCut Pro and After Effects for digital delivery jobs like AT&T. All of the capital outlay has come from Faller's pocket.

Admitting that the DV segment of the spot market is limited to early adopters, Faller also reps feature cinematographer Ed Lachman (Simone, Erin Brockovitch) as a director for commercials. The team recently shot for Stetson in Calgary through Della Famina Rothschild Jeary. The resulting spot was also edited in-house.

Originally Faller had a small space to keep overhead low but the addition of DW Post meant a move to 2,500 square feet on East 20th. "People were talking about $32 to $36 per square foot [monthly] from Soho to the Flatiron District," says Faller. "As the summer went on it went down to $22."

Despite the cost, Faller is adamant about his chosen city: "I've lived all over, from LA to Vermont, and have never been able to stay away from New York. It's a city I love and it has a vibe that you can't get anywhere else."

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