“NO STOPPING” signs were posted outside Era Atomica at 1726 E. Passyunk Avenue for Tuesday, Dec. 11. Turns out, Era Atomica is the site of a commercial for a Philadelphia-based Digital Filing System Company, NEAT.
A fellow East Passyunk resident and local producer fell in love with the shop for its vintage home-y feel and recommended the location to the client, NEAT, for the commercial. Hair and make-up will be setup in the back room of the store, while the commercial will be shot in the front.
The storyboard features a store owner with lots of clutter except for his Digital Filing System machine that solves the problem of disorganization by “transforming paper into useful digital information, and giving your scattered digital files a home.”
“If you happen to walk by the store tonight or tomorrow, you may notice a ‘For Rent’ sign in the stores front window, as well as all the holiday décor removed” says Taryn, staff member at Era Atomica, but she wants customers to know it is for the commercial shoot.
The production starts at 7:30 a.m. and should wrap up by 3 p.m. Taryn hopes East Passyunkers will avoid interrupting the shoot in hopes that it runs smoothly and on time. The store will open up for regular business around 4 p.m.