By DAVE SENNESON

If some day soon-you
start -seeing local
landmarks flash across
your television screen
as the backdrop in a
new and... polished
commercial, don’t’ rub
your eyes — you may
well be seeing the work
of Lawrence Alexander
& Associates, a very
new kind of television
‘production idea that
has come to the North
Shore.

The man behind the idea
is Lawrence McDonald, and
whether you know it or not,
you have seen his work
already in his 9 years with
BCTV News, ultimately as
chief director/producer, he
created the top rated news
program in Canada.

“TI felt that the day of the
independent producer was at
hand,” McDonald said, “and
I couldn't test the market
any more with the
responsibilities of a full time-
job...so it was time for a
change.

The basis of Lawrence's
concept is this: you get the
best video equipment money
can buy and your overhead
ends there; why pay for a
huge production studio that
sits vacant most of the time
when it can easily be rented?
Why pay for a large, per-
manent staff when you can
build up ai “stable” of
talented freelancers who are
paid on the basis of their
contribution to a particular
commercial?

“It adds up to a finished
product that is far more cost-

DIRECTING A COMMERCIAL from Brockton Point with the North Shore: in the
background is Lawrence McDonald, right, along with freelance cameraman Tom

Gordon and Janice Derrick. (Ellsworth Dickson photo)

effective - you just yet more
for your mone,.” said
MaDonald. Inde-d, the
point is already proven -
after only a mocth, the
company is involve.! in work
up to next February. The
majority of the projects have

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come from advertising
agencies who know a good
thing when they see it.
Fortunately, Lawrence's
wife Danielle can handle still
photography, and with her
natural ability as a creative
writer, it makes things even

more efficient.

Yet Lawrence Mc-
Donald's commitment to
television runs deeper. His
company presently has two
musical variety formats and

CONTINUED ON PAGE C2

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