Looking Glass Productions: Go Through The Looking Glass and see the Possibilities


Contact: Mary Long

E-mail: [email protected]

New Production/Post-Production Company Offers an Alternative in Milwaukee’s Historic Third Ward

Looking Glass Productions, a new full-service production and post-production facility, is now open in Milwaukee’s Historic Third Ward. Mary Long, President and Founder, brings with her 16 years of experience in her family’s production business created by her father, Dick Rose, in 1987.

“In the beginning, my dad and I were the only employees and we worked out of the basement of the family home,” Long says. “He passed away in 1994 and my mom took control of the business. I managed the company for her along with my brothers.” In July, 2003, her mother decided to sell the majority stock ownership, and Long felt it was time for her to open her own facility. “I started out doing administrative work and basically learned every aspect of the business as the years passed,” said Long who left as Vice President of Production. “I was responsible for the entire production and post-production process as well as much of the overall management of the company. I learned many things just by trial and error.”

Drawing on this experience, Long opened the doors of Looking Glass Productions in January with the assistance of Mitchell Bank. The staff includes online video editor David S. Waxman, and audio engineers and musicians Scott Defebaugh and John Laidlaw. “Because we have access to an expansive pool of the region’s finest freelance talent, we are never limited to a particular style. Whatever a client’s project demands, we can deliver,” says Long.

In addition to the talented staff, Looking Glass Productions has taken advantage of today’s technology. “Until recently, establishing a full-service production and post-production company of this caliber was very costly. We have an advantage over the competition because we got into this at the right time. We provide broadcast quality without the high overhead,” says Long.

Partnering with Syntax Media of West Chicago, Illinois, Looking Glass custom-designed a facility featuring the latest technology. “We use the best tools of the trade, including our broadcast-quality cameras, our real-time nonlinear edit suite, and one of the few 5.1 surround sound audio suites in the area,“ explains Long. “For our online editing system, we chose Pinnacle Liquid Edition because of its streamlined workflow and integrated features such as DVD authoring. For audio we use Nuendo, Steinberg’s award-winning audio production software. It has amazing audio quality for everything from simple voice-over to 5.1 surround.“

“Looking Glass is the culmination of a dream – one that I didn’t even really know that I had until 6 months ago – to own my own business in an industry that I love. I thought that I’d be working forever in the family business. Things sometimes have a strange way of working out for the best. I’m really looking forward to the next couple of months as our business takes off. We’re all very proud of what we’ve put together – a comfortable and creative environment with talented, hard-working people, the latest technology and the quality that comes from bringing all of that together.”