Why it’s called Applebox Joe Productions

In 1996, Joe Rey Maldonado was hired as a production assistant for a puppet show called “Down at the Zoo,” that was produced in the Rio Grande Valley. The puppet show was produced for $1 million and 22 episodes were seen on Discovery Kids. Puppeteers constantly needed apple boxes to reach a certain height level to prop their puppets above the production set. During the shoot, the director would call out, “We need an apple box over here!” As production assistant, Joe was in charge of apple boxes and quickly responded. His eagerness earned him the nickname “Apple box Joe” around the production set. The experience inspired him to start his own production company.

What is an Apple Box?

They are wooden boxes of varying sizes with holes on each end used chiefly in film production. These boxes are specialized pieces of equipment belonging to the grip department, and should not be confused with simple crates or other boxes. As one of the most ubiquitous and useful pieces of equipment on a film set, apple boxes are used for anything that needs to be propped up or supported temporarily. They can be used to prop up furniture and light stands, for leveling camera dolly track, or to provide temporary seats, workbenches, or stepladders. Often the need arises to make an actor appear taller, either because of their height, or to fit with the composition of a particular shot. In this use apple boxes are jokingly referred to as "Man Makers".

ABOUT US

Joe R. Maldonado
Owner/Producer/Director
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Joe R. Maldonado is the creative backbone of the organization. He directs, produces, edits and oversees all aspects of production.

Joe began his professional career in the Rio Grande Valley as a production assistant for Summit Productions, Inc. During his time with Summit, Joe worked his way from a production assistant, grip, and lighting technician to production manager. After attending film school in Austin, he produced several projects, including “Bittersweet,” which was honored with a 2001 Austin Video Award in the Entertainment Category. With “The Late Show,” Joe produced and directed featured comedian Willie Barcena. The piece was screened and praised at Cap City Comedy Club, Cine Las Americas Film Festival, Cinesol Film Festival in South Padre Island, Cine Accion at the San Francisco Latino Film Festival, and Cine Festival in San Antonio.

At the University of Texas Pan American he wrote, directed, and produced award winning educational projects for the Department of External Affairs and the Texas Workforce Commission. The three part DVD series “Adelante” received two awards at the SXSW Film Festival, was nominated for a Lone Star Emmy Award and received notoriety from State of Texas officials. Once production was completed, Joe co-created a production company/advertising agency called Speed 24 Entertainment. As head of production, Joe did media buying, produced marketing pieces, and used advertising techniques to ensure a steady flow of business. After the company dissolved, he moved back to Austin and worked with recording agencies to produce several music videos. He was offered a position at KENS 5 TV and moved to San Antonio to work as a producer/director in the commercial production department. After several years at KENS, he went on to create Applebox Joe Productions. His most recent projects have included directing and producing commercials, corporate videos, music videos, short films, industrial videos, and shooting special events for a variety of clients.

Joe is an avid film lover and can recognize a movie by hearing two lines of dialogue or two seconds of music. Joe is a huge Diet Coke addict and enjoys Dove Chocolate. A huge Seinfeld fan, he dreams of running into Jerry at the Improv in New York to pitch a show about something. He loves to celebrate New Year’s Eve and says Christmas is his favorite holiday. Joe is married and has three children. He loves to play the guitar, but performs only for his wife and kids.

Irene Maldonado
Owner/Writer/Marketing Director
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Irene Maldonado is responsible for enhancing the image of the Applebox Joe Productions. From brochures to strategic planning, Irene is involved at every level. In the creative process, she also assists the team from concept to script.

A graduate of St. Mary’s University, Irene has worked in public relations for more than 12 years. Serving on several successful non-profit boards and within the ranks of state agencies, Irene has extensive experience in media relations, marketing and crisis communication. As community relations director for the San Antonio State School, she directly worked with donors, foundations and the community to improve the lives of adults with mental retardation.

As media coordinator for the Cesar E. Chavez Legacy and Educational Foundation in San Antonio, she helped increase awareness of the march and other non-profit events. Through her efforts, the march grew to a record number, attendance at events improved and media exposure tripled. She has also served on a City of San Antonio commission and is currently assisting Family Violence Prevention Services promote awareness of teen dating violence.

Irene has a strong background in grant writing, creating proposals and business plans. She has also presented several trainings geared to help organizations better create solid strategic plans and network effectively with partners. 

Michael J. “Skyj” Lukaszewskyj
Director of Photography

Winner of seven Emmy Awards, Skyj has developed a reputation for excellence in the media industry. Working with several professionals on numerous projects, his attention to detail produces fantastic images that enhance each shot.

A graduate of Southern Illinois University, Skyj has worked in the industry for more than twenty-five years. He has led teams of photojournalists as large as twenty-three at several stations in Texas, including KTRK in Houston, News 9 San Antonio, KTPX in Midland and WOAI in San Antonio.

Some of his most notable work was shooting the NCAA Men’s Final Four, Show Me Texas, Texas Trophy Hunters, and the CPS Home and Lifestyle Show. Whether capturing the action of a sporting event or producing the right lighting for a music video, Michael is an expert at what he does. In addition, he has also produced and directed shows, giving him a unique perspective behind the camera. In his spare time, Skyj enjoys traveling the world, meeting new people and Mexican food.

Nathan Fletcher
Editor/Producer

With over 15 years experience, Nathan Fletcher has produced and edited commercials, concerts, music videos, comedy specials, biography specials, entertainment programs, corporate videos, sizzle reels and documentaries. Texas born and raised, Nathan has worked and lived in various cities throughout Texas and produced on location throughout the US including New York, LA, Miami and internationally in Brazil and Mexico.

Nathan has produced and edited various television programs and specials such as Tejano Country, En Persona, En Concierto, Que Loco, Dimelo, The Original Latin Kings of Comedy, The Tejano Music Awards and various other English and Spanish language productions for various broadcast and cable networks such as Galavision, Telemundo and Showtime.  Nathan has produced, directed and edited music videos for artists such as Lindsey Lohan’s sister, Ali Lohan, and Spanish language artists such as Kumbia Kings, La Conquista, Odalys, Emilio, Chris Perez and many others.  Nathan served as Senior Editor for Terry Bradshaw’s Pick Of The Week for MSNBC and Inside Health with Peggy Flemming on Lifetime.

Although Nathan’s experience in production is diverse, his special talents exist in the edit suite.  Experienced on AVID & FCP HD, Nathan understands that a good cut can make all the difference.  Whatever the message, whatever the story, the art of editing is what delivers the goods.  Nathan strives to always remain creative, intelligent and professional in delivering his talents.

Robert V. Rodriguez
Production Manager

As production manager, Robert Rodriguez oversees all aspects of every project: research & development; scripts; timelines; logistics; field & post production; and quality control.

With over 25 years of experience in broadcast media and mass communications, Robert has done it all; from electronic news gathering (ENG), to managing the studios of an educational satellite television network, to electronic field production (EFP), to the post production of a weekly television show.

Robert’s broadcast career began with a WOAI-TV/Trinity University scholarship and a CBS Fellowship at KENS-TV. After graduating with a Bachelor’s Degree in Broadcast Journalism from Trinity University in 1985, Robert dived into the world of TV news, as a co-anchor/reporter at KAVU in Victoria, as a weatherman at KLTV in Tyler, as a reporter at KENS-TV, and finally as an anchor/reporter/producer at KVIA-TV in El Paso. It was during this decade that Robert honed his skills as a consummate visual storyteller.

Robert also worked as a Production Coordinator at Education Service Center, Region 20’s Texas Interactive Instructional Network (TI-IN) where he coordinated and executive produced all “live” educational broadcasts and special programming. He also managed crews in Africa, Asia, and South America for the TV documentary series “The Field Afar” (Hispanic Telecommunications Network). He also produced large projects for agencies including Guerra Deberry Coody, Independent Visual Productions, and the YMCA of San Antonio & the Hill Country.

As the senior editor for JEL Communications Robert handled all post production responsibilities on the weekly travel show “Show Me Texas.” Robert was the lead public information officer for the San Antonio Public Library System. Most recently, Robert handled the media relations for Operation Homefront Village, a community for wounded warriors.

In his spare time, Robert enjoys writing screenplays for film and theater. A self-confessed Sinatraphile, Robert collects Frank Sinatra memorabilia and sings jazz standards at area clubs and restaurants. Favorite hobbies include jogging and playing tennis. When it comes to food and drink, Robert’s favorites are Chinese, Bill Miller tea, and Dreyer’s grape fruit bars.

Pedro V. Silva
Graphics Artist/Editor

Painter, Editor and Motion Designer: This is just a little of what Pedro does.

Pedro started his career while receiving his degree in painting studies at the Instituto Universitario de Artes Plasticas Armando Reveron in Caracas, Venezuela. During this time, he worked as a motion graphics designer in two of the most important post-production houses: Canal Uno Producciones and Nexus. In 2007, he moved to the US, where he worked mostly as editor for companies such as Mega TV, The Jeffrey Group, Navigant Marketing, Univision and Hispano USA.