Entertainment production
and marketing agency hires experiential marketing specialist Adam Atkins and
movie premiere producer Mary Pat Kasravi.

GARDENA, Calif.—The Joe Lewis Company recently helped Universal Pictures celebrate The Mummy Day in a very big way. The
event production company designed, built and installed a seven-ton, 84-foot
tall sarcophagus at the Hollywood and Highland Gateway in Los Angeles. The structure
was unveiled at the premiere of the studio’s summer blockbuster The Mummy in an event attended by the
film’s star, Tom Cruise, director Alex Kurtzman, co-stars Annabelle Wallis,
Sofia Boutella and Jake Johnson, and hundreds of movie fans. The sarcophagus
was the largest-ever structure erected at the Hollywood site.
Producing large-scale, one-of-a-kind activations and events
is The Joe Lewis Company’s stock in trade. The company has provided event
production services for virtually every major awards show, motion picture
studio, television network and professional sports organization in the United
States including the Academy Awards, the Super Bowl, the NBA All-Star Game, the
Special Olympics, the Grammy Awards, the Billboard Music Awards, the CMT Music
Awards, the BET Awards, AEG and Madison Square Garden. “We’ve been fortunate to
participate in a lot of events that are big, memorable and have never been done
before,” says company founder Joe Lewis. “We do exciting stuff really well.”

Already the industry leader in the awards show and sports
arenas, JLC is expanding into new realms. The company recently hired Adam
Atkins to head a new experiential division focused on consumer facing branded
events and strategic experiences.  Also
joining the company is Mary Pat Kasravi who will lead a team centering on
premieres, parties and press events.
For many companies, spending on experiential and branded
events now exceeds spending on traditional advertising, notes Lewis. “Adam and
Mary Pat bring tons of experience and strong relationships in those markets,”
he says. “They will help us grow our presence and work with clients to produce memorable
events that are successful and unique.”
Atkins brings more than 15 years of expertise in branded
experiences, most recently as Vice President/Group Director at experiential
marketing agency Ignition. His many accomplishments include overseeing
Coca-Cola’s sponsorship of the Olympic Torch Relay at the 2014 Winter Olympics
in Sochi, Russia. Kasravi’s background includes 21 years at Entertainment
Lighting Services (ELS) where she produced scores of movie and television
premieres, including recent events for Game
of Thrones
and Fifty Shades Darker. Also
joining JLC as part of Kasravi’s team are account executive Grace Cornejo and technical
director Kevin McKinney.
JLC is unique among event management companies in its
ability to deliver integrated creative, production and management services. It operates
out of more than 50,000 square feet of production facilities in Gardena,
California. Where other event specialists rely on subcontractors, JLC offers a
seamless, all-inclusive solution. Its creative team is led by Creative Director
Ed Coco and it has a dedicated staff of designers, draftsmen and producers, as
well as a full-service graphics print department, scene shop and full rentals
Joe Lewis
The result, says Lewis, is greater efficiency, qualitative
and creative consistency, and a buck-stops-here mentality. “We’re a group of
very skilled and passionate people; if you don’t love your work, you don’t last
with us,” he explains. “We work in all spaces—sports, broadcast, corporate—at a
very high level. People rely on us because we know what it takes to get the job
Adam Adkins
For The Mummy premiere,
JLC’s team of designers and
fabricators constructed the giant sarcophagus at its Gardena facility in the
space of just a few weeks. Three separate independent engineering firms vetted
the finished piece for structural integrity. It then took some 18 tractor
trailers to haul the components to the Hollywood site and over 300 hours to set
it up in place.
Mary Pat Kasravi
Erecting a structure as tall as a three-story building in
the middle of a Hollywood on virtually a moment’s notice might seem like a tall
order, but it’s business as usual for JLC. “We had a very tight timeline to get
it designed, built, approved by the engineers and the city, and erected in
place—but we never cut corners,” says company founder Joe Lewis. “For us, the
exciting part is that we were able to deliver what we promised. The marketing
team at Universal Pictures challenged us, and we exceeded their expectations.”
About The Joe Lewis
The Joe Lewis Company is a comprehensive event production, design,
build and execution company dedicated to creating unforgettable live event
experiences that bring audiences together and brands to life. The company
provides full-service production, design, build and execution for face-to-face
events in the live, branded, media, sports, social and broadcast industries.  Its clients include Oscars, Grammys, the NBA,
BET Networks, Billboard Music Awards, Comcast, ESPN, MTV, NBC, CBS, ABC, Turner,
TNT, the WB, Universal Pictures, Red Bull and VH1.
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