Hollywood powerhouses Justin Lin and Anthony and Joe Russo are partnering with a team of advertising veterans to start a new agency.
Lin, director of The Fast and the Furious franchise, and the Russos, who directed action films like The Avengers, Captain America and TV series Arrested Development, are creating Superconductor, which will be announced today during SXSW in Austin, Texas.
This week during SXSW, Superconductor’s chief creative officer Chris Adams and chief strategy officer Noel Sullivan flew to Austin to meet with potential clients, explaining that the music/tech/creativity festival was the right place to announce an agency that aims to blend entertainment with advertising.
Adams and Sullivan have a long history of experience in the agency world. Both spent time on the creative teams at agencies such as Phenomenon and TBWA\Chiat\Day before founding Superconductor. The idea, they said, is to bring clients into what they’re calling “the Writer’s Room,” which will be based on how screenwriters create a hit TV series.
“Because it follows a story arc and a character arc, everything has a cause and effect relationship from one to the next as we’re sitting down and collaborating on it,” Adams said. “So it doesn’t allow you to cheat and try and wedge in a piece of language that doesn’t fit. It’s very easy to see: Does that add up to a great story?”
In addition to creating commercials, Superconductor plans to create other experiences for clients including virtual reality and augmented reality experiences as well as feature films, documentaries and brand activations.
“We call it ‘Must See Marketing,’ which is advertising that people choose to watch and experiences that people love to spend time with,” Joe Russo said in a statement.
So what’s the difference between the Writer’s Room and a traditional strategy session? Adams said it’s less about building a strategy from the bottom-up and more about creating a narrative earlier on in the process.
Sullivan said there are too many frameworks in traditional brand strategy.
“It is embarrassing,” Sullivan said. “There are triangles, octagons, pentagons—it literally gets into geometric, where storytelling is a very linear process.”
Early Superconductor clients including the VR company Holoride—a breakout success earlier this year at CES—and Hertz.
“Reaching people with relevant and creative content is the age-old goal that, today, demands looking beyond traditional advertising models,” Hertz senior vice president of brand Jayesh Patel said in a statement. “We chose to work with Superconductor for our Marvel Studio campaign because of their fresh approach to the creative ideation process.”