From the waterfront to historic churches to cobblestone streets, the city of Hoboken has played a role in providing a scenic backdrop to films and commercials throughout the years. In 2009, scenes from the childhood of famous chef Julia Child were shot at the Hoboken railway station for the movie “Julia and Julia” starring Meryl Streep and Amy Adams. And the French Bistro Café Elsyian on Washington Street was featured in the 1996 film “Sleepers” starring Robert De Niro, Kevin Bacon, and Brad Pitt.
Hoboken has also been the site of commercial shoots including one for Kellogg’s with New York Red Bulls’ Juan Agudello and a General Electric ad that featured a protest shot on the streets of Hoboken. And while reality television stars Snooki and JWoww from the “Jersey Shore,” have been snubbed, hometown “Cake Boss” star Buddy Valastro has given the city quite a degree of fame on screen.
“People come from all over to see how cool Hoboken really is.”– Kevin Cale
When Tisha Creative President Joe Mindak approached Harbor Footwear Vice President of Marketing Barry Specht about shooting their national shoe campaign in Hoboken, Specht said that “it sounded like a great opportunity.” Tisha Creative was producing photography, videos for their web site, collateral, and other materials for the ad campaign.
According to Creative Director Kevin Cale, they shot all over Hoboken against the backdrop of brownstones, by the train station, and on cobblestone streets. He said the company does a lot of work in Hoboken.
“People come from all over to see how cool Hoboken really is,” said Cale. “It was the right fit for the design we are going to offer” regarding the shoe campaign.
Cale said it is important for companies to know that Hoboken is an option and offers something different. He said the cities scenery offers range and can feature a high-end fashion shoot or a more industrial feel.
Tisha Creative spent a recent day shooting around the city featuring local models from Hoboken for the Bass ads in addition to a New York-based band for the GBX ads.
Shooting at local businesses
The Reporter joined the company on the second floor of the Pielsner Haus and Biergarten, which set the scene for the filming and photography of alternative rock band Lights Resolve, whose members wore GBX shoes.
Mindak said the event space on the second floor of the beer garden had just opened up the day before.
Music filled the space wall to wall as the musicians played for the cameras in front of exposed brick walls and floor-to-ceiling windows that let in slivers of natural light through partially opened blinds. Bare bulbs lined the wood paneled ceilings and brick pillars interrupted the open space, which made for an industrial like setting that matched the skinny black jeans, tasseled hair, and the GBX leather shoes worn by the band.
The band played a set and prepared to perform during an evening private party where more scenes were to be shot. The members of the group had been photographed all day throughout the site wearing Harbor Footwear.
“Hoboken is the younger brother to New York City,” said Matt Reich, lead singer/guitarist for Lights Resolve. “It is more quaint.”
Lights Resolve has played locally a number of times at Maxwell’s.
The band won a contest to be the band for the brand, according to Mindak.
“I like their sound,” said Specht about Lights Resolve. He said the target demographic for the national shoe campaign is young men in the 18-25 age range. Working with Lights Resolve continues an approach the company has employed in using music as a theme.
“Music is a key part of their lives,” said Specht about the individuals who wear GBX.
Adriana Rambay Fernández may be reached at firstname.lastname@example.org.