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Film Maker Plans To Shoot For Stars

Photo by Yvette C. Hammett

Joe Tolley, of Valrico, who owns Aggressive MultiMedia, just released his first independent film, Perfect Copy, during a science fiction convention in Tampa. He's hoping it will be the first of many

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By YVETTE C. HAMMETT, The Tampa Tribune

Published: August 25, 2007

VALRICO - Not every movie producer and director is a hotshot from Hollywood, traveling the globe in search of the right location.

Joe Tolley of Valrico, husband, father of three and sign maker by day, has just completed his first independent film, 'Perfect Copy,' right here in Hillsborough County.

The film debuted at a science fiction convention in Tampa recently. Tolley said he hopes it is the beginning of a career.

The owner of Aggressive MultiMedia, Tolley, 36, originally from Lakeland, stumbled into his new career through his day job as vice president of SBC Signworks in Tampa.

Vigo Importing Co., the Tampa-based company that produces yellow rice, olive oil and many other packaged rice products, needed a video to promote its products to Sam's Club stores.

Video camera in hand, Tolley finished that job and moved on, shooting promotional videos for local bands, videotaping weddings and shooting live performances for community theater groups.

Then he got discovered. Plant City science fiction writer Glenda Finkelstein contacted him about transforming a short story into a feature film.

Her story, also titled 'Perfect Copy,' is about a woman who discovers she is a clone while searching out her roots.

Tolley, working as producer and director, worked with Chris Hart of Tampa, his director of photography, and Robert Wegmann, his composer and audio engineer, also of Tampa.

'Since we all have day jobs, we shot it all on I can't tell you how many nights and weekends,' Tolley said.

An old cabin in Seffner owned by the League of Mercy was transformed into a building in Roswell, New Mexico. The Victorious Life Church in Wesley Chapel became the cloning lab. And the Seminole Heights United Methodist Church was used as the exterior of a courthouse.

'It was definitely a learning experience,' Tolley said. 'I'm definitely grateful for the opportunity. I directed, produced and edited the film.'

To prepare, Tolley read up on directing and attended a three-day director's boot camp in Orlando taught by longtime producer Dove S.S. Simens, who worked under Oscar-winning 'Titanic' director James Cameron for more than 30 years.

'I came back from that really pumped up,' Tolley said. Shooting for 'Perfect Copy' started within days.

The toughest part, Tolley said, was getting the actors to see his vision for the movie.

'He was right on board with the entire thing from the beginning,' Finkelstein said. 'He added so much to it. I got more than I was looking for.'

She said she's hoping to turn more of her writings over to the big screen.

About 50 people attended the premiere of 'Perfect Copy.' Tolley said he received a huge compliment from one viewer, who wondered out loud why such a professional film was being shown at such a small convention.

Already, he is moving forward with plans for another film, this time a dark comedy he and Wegmann are working on together. 'It'll be something along the lines of 'Hot Fuzz' and 'Shaun of the Dead.''

Tolley, whose business has a Web site at www.aggressive multimedia.com, is off to Orlando in September to attend a science fiction convention called Assimilation.

'I've definitely jumped in feet first,' Tolley said.

Reporter Yvette C. Hammett can be reached at (813) 657-4532 or at yhammett@tampatrib.com.

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