From Track to Trade Floor: Samuel L. Pierce Breaks New Ground at AFM

With the successful release of his sporting drama Off The Line earlier this year and his ambitious sci-fi action feature Jack Harrison: Rogue Protocol now in post-production, filmmaker Samuel L. Pierce arrived at the 2025 American Film Market ready to expand his footprint in the global film industry. AFM, held November 11–16 at the Fairmont Century Plaza, is the largest film licensing and distribution marketplace in the United States, a high-stakes environment where deals are brokered, emerging talent is discovered, and studios position their next major projects. For Pierce, the event marked both a professional turning point and an opportunity to showcase how far Electric Shock Productions has evolved.

A Rising Studio With a Proven Hit

May 2025 saw the release of Off The Line, Electric Shock Productions’ high-energy sporting drama distributed by Random Media. Written and directed by Pierce, the film stars Samuel L. Pierce, Forrest Campbell, Chris Noordman, Doran Danielson, Jeremy Moller, Hana Hyde, and Aaron Doran, and follows determined young inline speedskater Mark Stevenson as he trains for the prestigious 24-hour European Grand Prix, a grueling race against fierce rivals, personal setbacks, and inner turmoil.

Featuring an original score by award-winning Italian composer Enzo de Rosa, the film world premiered in Los Angeles on May 8 before its digital release on May 13. The project showcased Pierce’s ability to direct action-heavy sequences while leading a character-driven story about ambition, identity, and resilience.

For Pierce, Off The Line did more than expand his filmography, it sharpened his producing instincts, strengthened his leadership as a storyteller, and proved Electric Shock Productions capable of delivering polished, commercially viable work.

Approaching AFM With Intention and Executive Focus

With Off The Line establishing his credibility, Pierce entered AFM with a strategic, business-centered mindset. “AFM isn’t the kind of event where you think purely like a storyteller,” he shared. “You have to shift into an executive and producer mentality.”

In preparation, he spent weeks researching distributors, analyzing international markets, and mastering every detail of his upcoming sci-fi action feature Jack Harrison: Rogue Protocol, currently in post-production. His goal was clear: lay the foundation for long-term partnerships and elevate the profile of Electric Shock Productions in the global marketplace.

A First-Time Attendee, A Seasoned Professional

Unlike many newcomers overwhelmed by AFM’s intensity, Pierce embraced the high-energy environment from the moment he stepped into the Fairmont lobby. “You immediately feel the energy of the biggest film market in the U.S.,” he said. “But instead of being nervous, I found it exciting.”

What struck him most was the collective drive, an entire building full of professionals working with purpose, focus, and ambition. From official meetings to spontaneous hallway encounters, every interaction carried the potential for meaningful impact.

Some of his most valuable conversations arose organically, including an impromptu gathering of young industry professionals who spent an afternoon exchanging experiences and supporting each other’s goals. These unplanned moments highlighted what Pierce sees as AFM’s true power: connection.

Positioning Jack Harrison: Rogue Protocol for Its Next Chapter

Though not yet ready for formal showcasing, Jack Harrison: Rogue Protocol quickly became a topic of interest at AFM. Early discussions signaled strong enthusiasm for the project, helping Pierce position it ahead of its market debut. Pierce approached every conversation with clarity about the studio’s vision, something he attributes to his creative and professional maturity.

“I stayed focused on knowing my material and being ready for any conversation that could move the company forward.” he explained.

Learning From the Market, And Stepping Into the Arena

For Pierce, AFM wasn’t just an opportunity to promote his work; it was a masterclass in the business of filmmaking. Observing how established companies pitched their slates and conducted meetings offered insights into a world often inaccessible to independent filmmakers.

“I learned there is a lot more to know,” he admitted. “Seeing how different companies present themselves gave me a clearer understanding of how the business works at every level.”

It reaffirmed his belief that success in the industry depends not only on creative talent but on understanding the dynamics of financing, licensing, and global distribution.

A Defining Moment for Electric Shock Productions

As AFM concluded, Pierce walked away with new momentum, meaningful industry connections, and a clearer vision for the future of his company. He views the experience as a critical step in positioning Electric Shock Productions for its next chapter, one fueled by ambition, preparation, and the confidence earned through projects like Off The Line.

“AFM creates the environment, but it’s the relationships you build within that environment that shape the future.” he reflected.

With Off The Line behind him and Jack Harrison: Rogue Protocol on the horizon, Pierce is stepping boldly into a new era, one where his dual identity as filmmaker and executive propels Electric Shock Productions onto a broader international stage.  AFM didn’t just expand his network, it expanded his vision, positioning him as a rising entrepreneurial voice in the next wave of independent filmmaking.

Watch the trailer here: