JORDAN K. YOSPE, 49

Firm: Manatt Phelps & Phillips LLP

Law School: Boston University

Select Clients: Coca-Cola, Sears/Kmart, Johnson & Johnson, AT&T, Sony, Adam Sandler’s production company Happy Madison, Kurtzman/Orci, Media Rights Capital, Morgan Creek.

Years in Practice: 24

Most Challenging Matter: Retained by a major multinational brand that was doing an eight-figure marketing activation on a major motion picture, but at the 11th hour was unable to utilize any IP rights because the studio and production company were fighting with each other. With a looming deadline, we were able to work through the politics to resolve the issues, and the brand was able successfully to capitalize in national television commercials and retail campaigns.

Highlight From Past Year: I was the focus of a front-page New York Times article on brand integration in motion pictures. My poor assistant and I now have to handle literally dozens of crazy callers a week asking me to get brands to fund their “projects.”

Longest Workday: I have worked 18 to 20 hours straight on television and motion picture sets overseeing integrations being created and shot.

How My Practice Is Changing: Both brands and producers are becoming increasingly savvy regarding integrations and activations, which is generally a good thing for my practice.

If I Weren’t an Attorney: I would be an entrepreneur, although to a large extent it seems I already am.

My Colleagues Don’t Know: My first day on a set, just out of film school, as a real live “movie producer” on a Chuck Norris feature was highlighted by my being ordered into “cable pulling” duty for my new bosses Earl the sound mixer and Flash the boom operator. Yes, they got a kick out of ordering around the lawyer-producer.