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Sedelmaier Studios: Keeping Fresh the Old Spirit
JJS:
He did the “Where’s the Beef” spot, he did the federal express stuff, he literally changed the face of television advertising through his casting and his special humor sensibility which was rooted in the idea that entertainment sells. He was told that it couldn’t. The impression some people had who had seen his work was that his commercials were very unusual looking, but they were only unusual in the sense that they were every-day looking. They appeared normal as opposed to plastic and polished. His stuff really isn’t broad, it’s understated. You can almost see influences of his work on films like “Raising Arizona” -- the camera angles, and the timing and so forth. In some respects my dad’s stuff is almost like live-action cartoons. It’s a great heritage.
JF:
How did you wind up here?
JJS:
I grew up reading comic books, watching cartoons, always drawing. In my family, it was pounded into me that I should do what I enjoy doing for a living as opposed to being in a situation where I would have to find time during the weekends. My mother’s an artist and graphic designer, so there were always materials around the house. It was a great, inspiring way to grow up.
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After I graduated from University of Wisconsin in 1979 I wanted to do comic books, and that brought me to New York. I worked in an antique shop for a while just to pay the rent. I was just showing my book to anyone who would look at it, and then meeting people like Tony Eastman who really helped me get started. Then I started working, meeting people like Jan Svochak, a brilliant animator.
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courtesy of J.J. Sedelmaier Productions
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