BOUTIQUE GENERAL EDITORIAL OPENS IN SANTA MONICA
Herzog began his career as an assistant at Lost Planet NY. He evolved into a bi-coastal editor, dividing his time between the New York and Los Angeles offices. After Leaving Lost Planet, Herzog co-founded Spine, which offered design, editing and directing services. His work includes spots for Coca-Cola, Cadillac, American Express, Mercedes, Levis, Lexus, AT&T and numerous others.
Parker has an eclectic background, having worked all over the world. His agency experience includes time at Ogilvy&Mather, Wieden and Kennedy Portland and Amsterdam, Chiat/Day, BBDO, and Young&Rubicam. His resume includes work for Coca-Cola, Jaguar, Nike, Land Rover, Microsoft, and Absolut.
General is home to Apple Mac Pro 8 core workstations running Final Cut Pro and Adobe tools. The studio also has an Avid Media Composer with the Mojo interface, AJA Kona cards and a Facilis SAN. Visuals are monitored via Panasonic plasmas and Sony HD monitors. On the audio side, the studio has TC Electronic and Eventide processors, and a Euphonix MC Mix board. Decks include Sony DVCAM and Digi Beta units.
Since opening General Editorial has completed projects for Lexus, Sprint, Rock the Vote, and Kelloggs (which aired during the Super Bowl). The studio also edited a short film for director Jeffery Plansker.
PHOTO: General Editorial's Parker (left) and Herzog.