: New York [USA]: George Productions

Established in 1997, George Productions is a New York-based production company that provides a full range of production services both locally and internationally. Clients include Missoni, L'Oreal, Cerruti, Microsoft, BMW and Tag Heuer.

Company chief Kim Handley has 25 years of experience in production, winning awards for music videos (directed by Marcus Nispel), and a print campaign for Pro-Choice. Kim takes an independent approach to every project: "Each client has different needs, expectations and requirements. There's never one job exactly like the other."

The company's latest project is for New Balance. Shot by Mark Newton and produced by George Productions, the main idea was to have a strong, distinctive cast. The client wanted to use real athletes; the photographer wanted them to be edgy-looking, with personality and energy.

The company approached the casting from every direction; the streets, running tracks, sports stores, tennis clubs, dance studios - the team even contacted rock climbers, personal trainers, and utilised modelling agencies that specialise in athletes. This strategy worked wonderfully, provoking a huge and incredibly diverse turnout that ultimately led to a successful shoot.

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