Lerner Film

Since it’s inception in 1985, Lerner Film has produced television campaigns and films for some of America’s largest advertising agencies and their clients, including Toyota, Nokia, Sonic Drive-ins, American Girl, and Hyundai.

In 1990 when small-footprint digital cameras first became available, Lerner Film became an early adopter, using the new technology to produce documentary-style TV spots in the “Real People” genre…the opening volley in what was to become ‘Reality TV.” For the 1998 Super Bowl, Arnie directed the reality-based Mail Boxes, Etc TV spot that Advertising Age referred to as “the best idea on the Super Bowl.”

In 2000, Lerner Film began to develop minimally-invasive production techniques for the health care industry.  Utilizing available-light digital cinematography and crews selected for their ability to film without affecting the intimate nature of the practice of medicine, “Authentic Storytelling in Healthcare” was born.

Lerner Film recently completed the tenth annual episode in a series of 30-minute documentaries for San Diego-based Sharp HealthCare through its agency RBA. Every show has been nominated for at least one Pacific Southwest Emmy, with the series winning a total of fifteen to date, including three Emmys awarded to Arnie for directing.

Over a dozen patient-based stories for Presbyterian Healthcare Services (Albuquerque, NM) have also been produced and edited into 30-second and 60-second spots for TV and cine-ads. Longer web versions of these stories can be seen on Presbyterian’s micro-site yourstoryisourstory.org.

Arnie Lerner, Director

Arnie claims to have both a left and a right brain. 

After earning a BS in Accounting and an MS in Behavioral Science from the UCLA Anderson School of Management, he became a director and he seems to be doing pretty well.

Arnie’s films, TV shows, and commercials have won a lot of statuettes including Emmys, Tellys, Addys,  and Globals plus a bunch of plaques from film festivals in which his work was recognized.

He now specializes in “real people” advertising and  “authentic storytelling” for the health care industry.

Arnie lives in Corrales, NM with Mose, a yellow lab, Jessie, a golden retriever, and Nancy, a singer-songwriter member of musical trio Jeez LaWeez.

Tracy LaValle, Producer

After earning a BA Degree in Economics at UNM, Tracy spent much of the first 20 years of her career on the advertising agency side of the equation as a stylist, production manager, and producer.  She looks way too young to have this much experience.

Tracy would speak French if she could, but has resolved to speak English, her native language.

She's been producing for Lerner Film for more than two years, bringing her calmness and organizational skills to the job on over a dozen patient-based stories for Presbyterian Healthcare Services (Albuquerque, NM). Her gentle but determined manner is critical to the process of convincing patients and caregivers alike to participate in the storytelling process.

She claims to “live her life to crack the whip on the set” but is actually a nurturing spirit, making certain that crews are fed and watered on a regular basis, demanding healthy snacks on their behalf, and playing straight man to Arnie's comedy.

When she is not producing life and death health care videos Tracy continues to freelance as a producer of photo shoots for the fashion and advertising industries, serving clients like TJMaxx, Garnett Hill, and American Girl. When home in Placitas, NM, she shares her life with her ultra-marathoner partner, Fred, her dog, Rono and 40,000 Honey bees.

Her great bedside manner gives credence to her motto, “Let no release go unsigned.”