Aerial MOB: An Offer We Cannot Refuse
In late September 2014, Aerial MOB became one of the first six American film production companies selected by the FAA to receive a Certificates of Waiver or Authorization (COA) to use UASs for movies, television and commercials.
Much has changed since then. Being the godfather of the drone industry has turned out to be a goldmine for Aerial MOB. Still, in the world of media, plot-lines, personalities and silicone enhancements don’t last beyond the pilot, and it’s no different in the burgeoning drone industry. The company would not have been able to grow so fast without being able to deliver on a golden narrative. The cream always rises to the top and Aerial MOB is one of the masters of visual drone storytelling.
“Pre-certification, we were working, on average, once every six weeks. We were doing much smaller jobs with much smaller production companies. After, we average seven to eight jobs a month,” said Tony Carmean, Aerial MOB’s co-founder and chief marketing officer.
With golden quality comes top companies with big budgets to spend showcasing their products. Aerial MOB’s client list now includes some of the biggest entertainment and media companies in the world, including BBC, HBO, MTV, and Warner Brothers, among many others. Car companies and consumer brands like NIKE, KIA, BMW and American Express have also gravitated to the MOB for its talent to create stunning visuals.
Tony Carmean said drones allow directors to be more efficient and more creative.
“UASs get shots in close spaces in 20 minutes. Before you would need a half to full day just to set up,” said Carmean.
“UASs also give cinematographers (the opportunity)…to get single continuous shots and long pans over (a landscape) that you couldn’t easily get before.”
Aerial MOB uses about five different cameras, ranging from a low-end UAS similar to a GoPro in which the camera is built into the aircraft, to the mid-range Panasonic Lumix G DMC GH4, to the high-end Arri ALEXA Mini. The ALEXA Mini retails for $60,000.
“All of our pilots are FAA certified and are professional cinematographers. They’re members of the International Cinematographers Guild Local 600,” Carmean continued.
As it is commercially known, the highest the devices can fly is 400 feet. Most shots are done at 100 feet and under, eliminating the need for a van full of movie production equipment like dollies, jibs, trams, and cranes. Drones save industry money, but they have also help productions to remain lean, and mean.
Carmean said when the pilots send a $100,000 machine up to film fireworks, “there’s a lot of pressure on the pilots.”
The UASs are covered by insurance, but must be treated carefully because many are leased. A complex shoot for a stunt and explosion-filled car commercial can last three 10 to 12 hour days in the hot, dry Southern California chaparral.
A tight crew of UAS pilots, directors and assistants, and contracted stuntmen work closely and tirelessly to get the shots just right. They are obligated to operate under FAA guidelines, but since Aerial MOB is part of the entertainment production industry, different and stringent rules apply providing another layer of protection and safety. Governing bodies such as local and regional permit offices have assumed jurisdiction when it comes to profession drone shoots in the Golden State.
Aerial MOB does about 60 percent of its work in Southern California. Its crew has traveled as far north as Vancouver and south as Mexico City.
Carmean said filming in another country requires a lot of preparation.
“You list everything you’re bringing in, and everything you’re bringing out. We still have to file paperwork with the FAA for every job. The client has to go their permitting agency (where the shoot will take place) and file with them too,” he said. It’s not an easy process.
UAS shots are not greatly affected by air pollution. Cameras can be outfitted with different filters to give a specific tone to footage.
“We do a lot of car commercials where the UASs chase cars on mountain roads. We filmed a guy who got mugged with a reveal shot 20 feet above his head. For the CBS show The Mentalist, we had a very cool continuous shot, with a police officer and a detective out in the woods. The camera pans over the woods and heads in a certain direction,” said Carmean.
Carmean said his job is coordination. He is on set often.
“We do everything from the more laid-back plate shots (background landscape shots which do not contain actors or specific set pieces) to action scenes for TV shows,” said Carmean.
Since Aerial MOB was among the first companies to receive certification from the FAA, it is also getting attention from politicians.
In late April 2015, Aerial MOB’s partners were guests of the Motion Picture Association of America (MPAA) at the 3rd annual Creativity Conference in Washington, D.C. The conference brings together policy makers, business leaders, entrepreneurs, and artists to explain how the expansion of the creative community encourages economic development.
“We were in front of U.S. Senators and Congressmen and the news media, and met with U.S. Senator Diane Feinstein (D-CA). We sat with the FAA for three hours afterward. The FAA listened and made some changes,” said Carmean.
Carmean said he and other partners explained certification for every location shoot is a little onerous. They also offered suggestions for how to streamline the FAA’s paperwork processes.
In the coming years, Ariel MOB is looking to expand beyond show business into transportation, building, and utilities inspection.
“We (the company) made a conscious decision three years ago (to start UAS filming) last year when the FAA was set to grant certification. It was good timing. We have four partner owners, three full-time employees, and about 15 independent contractors. We haven’t lost anybody (since we started). We want to grow,” said Carmean.