As athletes worldwide limber up for this summer's Olympic Games in Beijing, so production companies and agencies worldwide have been stretching their muscles for this unprecedented opportunity to shine on the world stage. That's meant a substantial ramping up of foreign production companies shooting in the region, set to grow as China's rocketing economy expands.

Mike McDermott, executive producer at Gung-Ho Films (with offices in Shanghai and Beijing), cites several factors set to make China a mainstream destination even after the Games. First, there's the increasing popularity of Chinese film in the West (he name-checks Hero, Crouching Tiger, Hidden Dragon and Lust/Caution as examples) and its continued influence on advertising. Then, there's the increasing acknowledgment from global brands of the meteoric rise of the Chinese economy and influence, reflected in more multi-cultural advertising. Moreover, says McDermott, China has much to offer a foreign production: cheap, plentiful labor, non-union talent and "zealous", hard working crews, as well as unique vistas.

Gung-Ho recently worked with UK and US-based production companies on spots for Nike, Sprite, Johnson & Johnson and at the end of 2007, a huge four-spot campaign for adidas through TBWA Worldwide. Stink producers Mungo Maclagan and Juliet Naylor spent almost three months in China shooting the work, an animation/live action iteration of the "Impossible Is Nothing" campaign featuring China's sporting superstars, shot by Psyop and Ne-O.

"It's a bit like shooting in India," says Naylor, who compares China cost-wise to the Czech Republic, or even cheaper (the exchange rate is currently 1 USD = 7.24 Chinese Yuan). "There's chaos and then suddenly efficiency. Getting sets built, because they have so much manpower, happens very quickly." As is standard, crews were local for adidas, with department heads and specialist equipment brought in from around Asia, mainly from Hong Kong.

Beijing's flourishing film industry ensures that commercial productions have a strong technical infrastructure. There are processing, editing and post facilities at hand, although Naylor warns that local commercial and feature productions often take preference. "Instead of getting dailies, we got what we called 'weeklies'," she remarks. She also notes the unpredictable and lengthy permitting process, in which permits can sometimes be revoked at late notice.

Maclagan says that Gung-Ho's bilingual team was invaluable in undertaking all aspects of local production. On the practical side, Chinese crews work more fluidly, with roles often less defined; there are no gaffers for example, the camera assistant taking on that role.

"Listen to what the locals are saying," advises McDermott. "Don't assume that just because they don't do it the American way, it's not right."

Gung-Ho Films http://www.gunghofilms.com
Stink http://www.stink.tv
TBWA http://www.tbwa.com