Dec 7, 2009

Why Fandrix Productions?

For every filmmaker I assume there's a certain level of pride and identity wrapped up in what one chooses to call their production company. This company is either quite literally a business or simply a badge or brand that a filmmaker puts on his or her work to represent themselves and their body of work (usually both).

From Kevin Smith's View Askew to Tarantino's A Band Apart there's something immediately defining in seeing these credits on the screen. So after considering this I thought it was about time that I addressed this question myself. What's the story behind fandrix productions? Why fandrix?

Of course, the easy answer is that my name is Luke Fandrich and it doesn't take a scientist to recognize the connection between Fandrich and Fandrix. True, this is the inspiration for the name. The meat of the story is that I was 12 when I picked this name however. I was thinking about a production company name simply as a mark of ownership on the videos I was sharing with family and friends. This is Fandrich's video - or as it became, Fandrix.


As years passed and I reached my late teens I began to think more seriously about the name and what it meant to me. The more time rolled on, and as I found myself in film school, it became clear that I was locked in. There was no good reason to change my name, if simply for the reason that from the very first short amateur video I ever made up until then, you could see Fandrix Productions or fandrix on it.

Nostalgia and branding have made it so much more interesting, especially since over a decade has past since I started using fandrix. A stylized and hand drawn image of a TV with rabbit ears was my first logo - and it's still kicking around. I occasionally use it on my posters these days. I now have an actual old TV with rabbit ears that I use as part of my logo, or I simply use an image of the rooftop that I've incorporated into Editing Luke branding over the years. The fact that this production nickname has acquired a history of its own is reason enough to continue nurturing it.

While part of the name, logo, and branding is about playing around and creating an experience, there is also a lot to be said about making your work easily recognizable. My goal has never been about personal fame - but if people can recognize the name on the work and have that as a clue to who I am, that's ideal. I'd much rather have the John Hughes type of fame - you recognize the name and the work, but the average viewer probably couldn't pick him out of a line-up.

So, why fandrix? At this point it's because the name links me directly to my changing work from childhood to adulthood, it's a unique variation on my name that I've been able to popularize as representing only me, and I've been able to see myself grow and evolve with a name and logo that is capable of growing and evolving too. It's a time capsule of sorts, that's just too valuable to let go of.

And then again, why not?

2 comments :

Tyler Cyrenne said...

Wonderful behind the scenes peice, sir!! However, I believe a better name would have been Ty455 Productions. It has zing, pizazz, bling AND energy!!! And, as of 2004, it became available to use!! And yes, before you ask, I would be honored if you took it as your replacement name. MERRY CHRISTMAS!!

Editing Luke said...

I'll honestly never understand your choices in names Tyler, but that's what makes my jokes so easy to write - weren't you still using ty4k3lskdjle.23 productions when we started hanging out in 2006?

In any case, I'm very happy sticking with fandrix, thanks.