New Look, Same DNA
By definition, synergy is the act of creating something greater than the sum of its parts. In practice, it's a collaboration built on genuine partnership.
Our name is not just a public facing moniker; rather, it’s a respected value system that has been put into global practice for nearly three decades. Some brief brand history: Synergy Films first started in 1993 at the hands of George Watkins and Lynne Toll. They specialized in direct to camera, regional commercials. They were good at what they did, but they were also acutely aware of the kind of business they wanted to operate, which laid the foundation for a local demand that grew with time.
“Lynne and I had similar values, one being the joy of teamwork; working with our friends and great professionals to get to the mountaintop together,” George recalled about the company’s earliest iteration. “Synergy Films embraced the client and treated them as hands-on partners throughout the process. This dynamic allowed the collective team to make contributions that enhanced the final product.” Production companies tend to hold themselves creatively superior to the needs of their clients, but Synergy Films prioritized camaraderie and always worked in close proximity with the clients.
When Chad Watkins (current President and Executive Producer) joined the company at the turn of the century, production services were changing. Due to advancing technologies, the world was becoming increasingly interconnected. Productions could pop up anywhere, which put the focus on having the right people to make it happen. What could have caused a cataclysmic end to a local operation was instead embraced and furthered by Chad’s own skill sets - quick and nimble problem solving and a passion for adventure. Combining these traits with the foundation already established by George and Lynne was, no pun intended, a synergistic win to modernize the company.
“To this day, upon completion of a shoot on a Synergy set, there’s a palpable feeling of team spirit as both the production and client teams cross the finish line together,” George said with a nod of paternal pride. “Chad’s approach towards the process has rewarded him with personal relationships and allowed him to scale the business within local and international markets.”
The film production boom at home in Atlanta has also helped Synergy Films stay out front with the latest equipment, shooting techniques, and the best crews ready to meet the particular requirements of any job. Even pre-pandemic, we took pride in our ability to stay ultra flexible and accommodate the remote needs of agencies and clients. Looking ahead, as advertising and media work towards reaching an equilibrium, we foresee the evolving market to be grounded in trust.
We’re excited to launch our new website at this moment in time; a digital rebrand that reflects our core values, emboldened by the evolution of our apabilities and the relationships we’ve established around the globe. We’ve experienced tremendous change over the past year and as our industry continues to acclimate, the integrity and collaborative spirit that Synergy Films brings to every production has and will always stay true to the original vision. 1+1=3.
