V2S acts as an open door for veterans, helping them jumpstart a career in the commercial production business.
Co-founded by David Cohen, Peter Friedman and Colonel (ret) Maureen Weigl, V2S is a not-for-profit organization that provides U.S. military veterans:
- Meaningful employment in commercial production
When you submit your profile to Vets2Set, you get:
Meaningful employment & networking opportunities
Your own personal network of production professionals
Opportunities to work on additional commercials as well as expanding into longer format projects
Unique job opportunities personalized to your skill set
how it works
Vets2Set will maintain a proprietary database of veterans’ personal and professional information that a production company needs when staffing a production. Production companies will reach out directly to veterans when a production is starting and will then enlist two veterans for a job.
Payment to each veteran is made directly by the production company. Each veteran will fill out a W9 tax form at the start of employment. Each day a time card is filled out and tracked by the production company, same as for all their employees. At the conclusion of the job all appropriate taxes will be deducted, as designated by the veteran, and a check will be sent from the production company directly to the veteran. At no time does any payment come to V2S.
A simple completion report will be filled out at the conclusion of each job and logged into our proprietary database. This helps V2S track the success of the program.
meet the team
Vets2Set is anchored and led by the deep connections and experience of its team members—who have experience in both the advertising and production industries as well as the U.S. Military and Department of Labor in regard to veteran resource deployment and affairs. With this dynamic set of individuals, V2S is able to successfully provide veterans with unique opportunities that meet their needs.
Creative Director, Head of Production and Director of Advertising are just some of the positions David has succeeded in during his four decades as an advertising and marketing executive. While most of his time was spent in the senior executive suite at advertising agencies such as Ogilvy/NY and Foote, Cone, Belding/NY, David also ran a post-production company and a design group in New York developing and producing television commercials as well as promos for network television, cable and film. As a Director of Advertising, David helped to define brands and heighten brand awareness for companies such as ADT Security Systems, Vitacost.com and Weis Markets.
In the past several years, David has established himself as the go-to consultant overseeing production for clients such as Samsung Electronics and the Health Division of ADT, as well as for brands such as Olay. David has served on the board of directors of The Actors Company Theater (TACT) in NY and has been a volunteer with The Gift of Literacy Program in NY and Take Stock in Children in West Palm Beach, FL.
Co-Founder/Executive Vice President
Peter has been an active member of the advertising and commercial production business for over four decades. In the late 1980’s, he was chosen to create and manage a commercial production studio for George Lucas and Lucasfilm. He spent five years overseeing all commercial production.
In the mid 1990’s, he was asked by Nike Inc. to become their first Global Head of Television. Peter traveled the world overseeing Nike commercial production, working with their worldwide ad agencies and brand ambassadors. In 1999, Peter returned to New York to run the television production department at the McCann Erickson Worldwide ad agency. For nine years, he oversaw the largest commercial television department in North America.
In 2007, Peter became VP/Executive Producer/General Manager of PGA TOUR Entertainment. As the General Manager, he ran a full-service studio that produced live weekly TV shows, world feeds every weekend to over 500 million people, and a series of Network Specials for CBS and NBC. He set up and ran the commercial division for PGA TOUR Entertainment and created an original content group.
In 2010, Peter left PGA TOUR Entertainment to start his own consulting company where he continues to work for Samsung, Nike and Bacardi.
As editorial director and publisher for three decades, Paul built and managed the reference departments of Macmillan Publishing, Simon & Schuster, and Marshall Cavendish. He produced hundreds of multivolume encyclopedias and supervised the conversion of more than 25 million words of award-winning content for use in interactive databases.
Holding a PhD in Philosophy of Religion from Columbia University, Paul has served as President of the Friends of the Burke Library, Columbia University; a Director of the Board of Trustees, Union Theological Seminary in New York; on the Executive Committee of the Advisory Board, Slifer House Museum, Lewisburg, PA; and as Founding Director, Out of The Closet Thrift Shop and Foundation. In retirement Paul has worked as an adult literacy tutor and food bank volunteer in Palm Beach County, FL.
Chief Financial Officer
Seth was a corporate and investment banker for more than 18 years before joining his client, Planet Payment, to build an emerging business into a global, NASDAQ-listed company, serving first as CFO for 6 years and then as SVP, acting in COO and sales functions, for 7 more years. During Seth’s tenure as CFO, he was responsible for accounting and corporate finance functions. As SVP, Seth had oversight and responsibility for the day-to-day activities of the Americas business.
Seth holds an MBA from Emory University’s Goizueta Business School and graduated cum laude with a BS dual degree from Syracuse University’s S.I. Newhouse School of Public Communication and Whitman School of Management. He served on the Board of Directors for Island Harvest Food Bank in New York before assuming his current role as a member of the organization’s Monsignor Thomas Hartman President’s Council. Seth is also a Board member of the Asofsky Family Foundation.
Vice President/Chief Development Officer
Lynn is an unrivaled and impassioned impresario of all things related to media production and event planning and execution. During her 28 years with Ogilvy she has produced commercials, documentaries, live celebrity events, theatrical sets, trade shows and forums, flash-mobs, and major political functions. After 16 years as Ogilvy’s Senior Partner / Director of Production, she now serves as Ogilvy’s Director of Event Management and Experiential Design.
The beneficiaries of Lynn’s expertise include major corporations such as IBM, Johnson & Johnson, MetLife, and Unilever; industry organizations, including Ad Forum and Advertising Research Foundation; as well as charitable and cultural organizations such as the American Red Cross, Cancer Cares, Academy of Arts and Sciences, and Museum of Art and Design.
Among the several feature films produced by Lynn, her work as executive producer of “The Brotherhood” stands out. Shown on opening night of the Tribeca Film Festival in 2003, the film looks at the lives of New York City firefighters one year after 9/11. In 2012, Lynn’s film “Booker’s Place—A Mississippi Story” opened the Tribeca Film Festival and was winner at Hot Docs and the Davey Awards.
Lynn is a member of the National Academy of Television Arts & Sciences and serves on the board of the Hudson Ballet Theatre.
Colonel (ret) Maureen Weigl retired from the Army in May 2016 after serving for 25 years. In her last assignment, she served as the Director of Military Personnel for the Pennsylvania Army National Guard (PAARNG) where she was responsible for all human resource and personnel policies, guidance, and actions for over 15,000 military members of the PAARNG.
As an Adjutant General Corps Officer, Colonel Weigl has extensive experience in human resource management, and she is a decorated veteran with awards for her countless achievements. Colonel Weigl is also Lean Six Sigma Green Belt, Project Manager, Executive Leadership Coach and a member of the American Legion.
Maureen is currently serving on the Lieutenant Governor of Pennsylvania’s Military Veteran Task Force and focuses on employment and transition assistance for service members and veterans. Maureen continues to serve veterans and has been partnering with clothing manufacturers to make adjustable clothing for veterans and others with prosthetic limbs.
Whether you’re a veteran, an industry employer, or a future donating partner, VETS2SET is here for you. Please fill out the form that corresponds to you, and V2S will provide the additional next steps.