What does SETPA.COM mean?
At the age of 19, I desperately wanted to break into the film industry and was
applying for jobs as a set production assistant—or, in the parlance of
filmmakers, “set PA”—on feature films.
In order to get the attention of the second-assistant directors (2nd
ADs) who hire set PAs, I would pay a private investigator $50 to trace the
public fax number of a recently announced film’s production office and find the
office’s street address. I would then order a pizza-sized cookie featuring my
résumé’s web URL written in icing and have it delivered to the 2nd AD
at the production office.
The URL I purchased for this endeavor was SetPA.com (it was 1999, and .com
addresses were still widely available).
Although I haven’t worked in the film industry in 23 years, I’ve kept the URL for sentimental reasons. I decided to break it out again for my application to Kendra Scott.
—W. Scott Lewis