Advertisement

Portrait: Katalyst

Hybrid shop blurs the line between content and advertising, crafting stories for readers and brands alike.
Advertisement

How does a brand hack into the Hollywood spotlight? When Mother wanted to create a celebrity couple for Virgin Mobile last year, Katalyst helped bring the spoof to life, creating online episodes about fake couple Spencer Falls and Sarah Carroll and getting gossip rags to cover “Sparah” as real news, including a rumored romance between Falls and Lindsay Lohan. Launched by Tinseltown-and-tech staple Ashton Kutcher and producer Jason Goldberg in 2000, Katalyst is now led by Anthony Batt, co-founder of blog network BuzzMedia. While the shop is focused on digital, it also creates traditional content like MTV’s newly revived Punk’d.

Specs
Who Anthony Batt, president
What Creative studio
Where Los Angeles