Mort’s Personal Reel

A compilation of excerpts and full-length commercials, ads / pitch reels, and finished films, this reel illustrates the wide range of aesthetics and techniques that were utilized in the films produced by Goldsholl Design Associates. While the title indicates that the films are Mort’s personal films, the reel is a compilation of films that he directed, produced, and shot. The opening sequence, a psychedelic light animation that reads “Goldsholl Designers Filmmakers” is, perhaps, more accurate as a description of the reel. Similar to Mort’s Nomiya Experiments, this compilation showcases techniques that were employed by the studio including stop-motion animation, experiments with light and abstraction, live action, and drawn illustrations. While Mort’s Nomiya Experiments includes sections of pure experimentation with style and technique, this is a compilation of completed and more mature works produced by the studio. Products, clients, and excerpts include the opening sequence of the Earthkeeping series, ads for the banks of “Manufacturers National Corporation,” Hallmark, Commonwealth Edison, Revlon (the “Formula 2” skin moisturizer campaign), 7-Up Sugar Free Soda, Arnold Brick Oven Bread, Alcola, FanFares Shoes, and Ac’cent Flavor Enhancer. The reel ends with Millie Goldsholl’s film Up is Down.