It looks like documentary filmmaker Morgan Spurlock is using his exploration of the advertising industry, The Greatest Movie Ever Sold, as a blueprint for his new commercial business venture, Warpaint Productions.
Merging his NY-based prodco, Warrior Poets, with Greatest Movie co-producer Keith Calder’s LA-based company, Snoot Entertainment, Warpaint is launching with the assistance of 16-year industry veteran, Shannon Lords. In a statement about the merge, Spurlock said, “After working directly with brands and advertising agencies in the placement expose ‘The Greatest Movie Ever Sold,’ as well as directing multiple commercial spots for other production companies, I saw an opportunity to create a much more director driven entity.”
Warpaint currently has nine directors signed on, including Spurlock (The Greatest Movie Ever Sold, JetBlue, Hunt’s, Ally), Rupert Wyatt (Rise of the Planet of the Apes), Gary Hustwit (Helvetica, Objectified, Apple), Adam Wingard (You’re Next), Liz Garbus (Bobby Fischer Against the World), Adam Lisegar (LonelySandwich.com), Michael Tucker (Fightville, Gunner Palace, Mastercard), Maggie Choo (Nike) and Damien Toogood (Olympus, Target, Pepsi). See more at Warpaint’s website here. Also, yes, Spurlock is using his work with POM Wonderful as a case study, so feel free to wonder aloud if this was Spurlock’s long-term plan with Greatest Movie all along.
In case you needed more of a Spurlock fix, check out our Media Beat interview with man himself, where he discusses producing/directing The Simpsons 20th Anniversary Special in 3D on Ice!, offers video/filmmaking tips to journalists and reflects on making his breakthrough doc, Supersize Me.