Pelle Sjoenell, chief creative officer of Bartle Bogle Hegarty in Los Angeles, has taken on a new, secondary mission: leading agency contributions to a new joint venture with Scooter Braun's SB Projects.
The venture, a production company called The Creative Studio, will create music videos, ads, B-roll and marketing and promotional videos for the clients of BBH and SB Project. The studio also will work with new brands, and down the line may produce long form content for television and feature films.
BBH and SB Projects have worked together for three years and Sjoenell and Braun have already proven to be a good team with Justin Bieber's Girlfriend fragrance launch. The partners unveiled their new venture at Cannes.
BBH global CEO Gwyn Jones said his shop was delighted to partner with Braun in bringing a similarly fresh perspective to the business of content creation in film, broadcast and video. The shop will share the studio's approach with its clients and other partners soon.
"With this partnership we can be as creative as we want to be and hopefully affect culture," added Braun, in a statement. "Not a bad reason to wake up and go to work in the morning.”