Honored for: Contribution to the Production Community

Mindy Goldberg is proud of the success her bicoastal production company Epoch Films has achieved since opening in 1989. However, she still ranks a commercial she produced in the '80s where she purchased one tenth of the world supply of mercury as her wackiest, most memorable production experience.

"It was before I started producing. I was assigned to do production work on a series of commercials for Lincoln Mercury. The concept required seeing the new line of cars emerge from liquid mercury. The agency wasn't interested in hearing about how water and mirrors could be used to suggest mercury, they wanted the real thing - after all it was the '80s. I was in charge of finding enough to fill five really large steel vats. I found this 'mercury dealer' in Yonkers. I don't think anyone in any field had ever worked with such a concentrated amount of liquid mercury. It turns out it's toxic, very heavy and eats through metal (the vats and model cars were metal)."

The president/co-founder of Epoch (along with director Jeff Preiss), and chairwoman of the 2006 AICP Show, says that after 27 years she still enjoys the rush of production and the entrepreneurial challenges of a small business. She hopes to continue working on long form and film projects (such as Epoch's 2005 feature, Junebug) in addition to managing the commercial aspect of the business.

Which, says John Myers, owner/EP of Ring of Fire, is her strength. "Mindy transcends innovative leadership. With her at the helm, Epoch continues to adapt and evolve to create some of the most original and innovative work out there. The loyalty shown by her directors and all associated with Epoch (inside and outside) speaks volumes and is a tribute to Mindy and the way she carries herself every single day."

IN HER WORDS:
What are your future aspirations?
I'd like for Epoch to continue to build and nurture directing talent. I'd also like to see Epoch build on its successful first foray into features by extending the Epoch model into long form film projects.
Who or what continues to inspire you?
My mother. She was a powerful, working woman in an era when there were very few women that had children and important careers.
"I got into advertising..."
...accidentally.
What advice would you give to future generations of women in advertising?
Advertising has historically been a white man's business and, to a large extent, remains so. Set your goals high and try to work for smart, fair-minded people who pride themselves in doing good work. If you're talented, hard working and willing to make the sacrifices necessary to be a working woman in a demanding business, it will happen.