Commercials producer Charles Jefferson Sloan died of a heart attack while swimming in the British Virgin Islands on April 4. He was 71.

Sloan owned and operated companies including the Film Consortium, where he was one of the producers on the 1981 film “Roar,” starring Tippi Hedren and Melanie Griffith. As head of Wexler Hall Prods., Sloan exec produced commercials for Haskell Wexler and Conrad Hall. Sloan also regularly produced for Jordan Cronenweth, Tak Fujimoto and Allen Daviau.

Sloan started in producing after he took as a propmaster, filling in for a friend. Within a year, he was sent to New York City, where he opened up the office of the commercial company Wakeford/Orloff.

In 1982, he founded Plum Prods. with director-cameraman Eric Saarinen; the two worked together for nearly 30 years in their boutique commercial company that represented such directors as Jan de Bont.

Sloan partnered to form the talent agency Reign in 2006.

Born in Los Angeles, Sloan served in the U.S. Army in Germany for two years. Upon completion of his service, he returned to Los Angeles. Sloan partnered with Steve McQueen and built thermoplastic gas tanks for motorcycles. He managed parking lots, nightclubs, musicians and had a three-picture movie deal as an actor for Allied Artists. Sloan is survived by his ex-wife, writer-director Holly Goldberg Sloan; two sons; and a sister.

Donations may be made to Heal the Bay.