“The name is the punchline”: Gary Vaynerchuk launches production studio
Gary Vaynerchuk’s holding company VaynerX has started a production studio called Eva Nosidam Productions, which spells “Madison Ave” backwards, the company said on Monday.
The production studio aims to create advertisements that “don’t look like advertisements,” Vaynerchuk said in a press release.
“As a modern storytelling and production company, Eva Nosidam Productions will create content that people really want to watch,” he said. “The name is the punchline – we have every intention of shaking up the industry by rejecting yesterday’s Madison Avenue approach to advertising and revealing what’s going on in the culture for our customers.”
According to a press release, Eva Nosidam Productions will create branded mini-documentaries and series for social media, as well as music videos, podcasts, augmented and virtual reality productions, live installations and strategies for ” guerilla marketing ”for clients. The company will be based in Long Island City, New York, with fully equipped stages, equipment and post-production capabilities.
So far, Eva Nosidam has worked with brands such as Bojangles, Draft Kings and Kin Insurance on projects ranging from mock documentaries and music videos to mini-docs.
The studio will be run by Maya Brewster-Dorian as Production Manager at VaynerX, who will report to Vaynerchuk. The studio will “contract and expand as needed,” Brewster-Dorian said in an email, and will have between 30 and 300 employees at any given time.
“Throughout her career, Maya has been an incredible partner for brands,” said Vaynerchuk. “She has an incredibly diverse production experience with a wide range of disciplines and sees the world of production in a very different way.”
Brewster-Dorian previously worked for Saatchi & Saatchi and J. Walter Thomspon, as well as for production companies such as Anonymous Content, Partizan Entertainment and RadicalMedia.
She also founded Network Réseau, a content production company for brands.
“We have the advantage of being very culturally connected,” she said in an email comment. “We want to use this to create meaningful connections with different types of content outside of the typical TV commercial.”
Eva Nosidam is the latest offering from VaynerX, Vaynerchuk’s media and marketing services holding company. In addition to digital agency VaynerMedia and digital publishing group Gallery Media Group, in July VaynerX launched an NFT-focused agency called VaynerNFT.
Vaynerchuk was not immediately available for further comment.