Beverly Ridge heads for spot production

Beverly Ridge Pictures, the young company behind the $2 million Outfit drama “Chicago Overcoat,” made its first foray into commercial production with a series of PSA’s for the Illinois Department of Transportation that began airing last week.

The spots “have prompted a change in direction” for Beverly Ridge, said partner Chris Charles, who directed them.

“BRP is now on the market for commercial production in Chicago. We are excited about the new direction we are going as a company, and look forward to working on many more commercials in the years to come.”

The three PSAs, for IDOT’s Click It or Ticket seatbelt campaign, began airing locally May 11 on outlets including ABC, Fox, FX, and WGN.

Beverly Ridge grabbed headlines last year when former Gov. Rod Blagojevich signed the Illinois Film Tax Credit bill flanked by “Chicago Overcoat” cast and crew at Italian Village restaurant, one of the film’s locations.

Beverly Ridge returned to Italian Village to shoot the IDOT spots, which also filmed at Chicago landmarks Charcoal Delights, and Superdawg, as well as Beverly Bank & Trust, Evergreen Car Wash, and Kean Brothers gas station in their native Beverly.

Lou Beres & Associates, the agency behind IDOT’s Telly-winning 2008 “Loser” campaign, developed this year’s “Cops Everywhere” concept and recruited Beverly Ridge, whose partners are all 30 or under, to bring a youthful flair to the campaign, which targets young drivers.

The “Cops Everywhere” spots feature Chicago cops, state troopers and suburban officers appearing in unlikely spots to ticket young seatbelt-less drivers. Lou Beres chief creative officer Andy Madorsky oversaw the spots. “It is a slightly playful reminder that is strong, yet does not preach to the young audience,” said Madorsky.