Sydney-based production house Plaza has announced a new partnership with up-and-coming collective Entropico, a group of young directors / creatives focused on content and ideas tailored to a digital sensibility – offbeat, energetic and relevant.
They have created films for Vivienne Westwood, General Pants, Flume, Touch Sensitive and Fuzzy Events (Field Day, Listen Out) and worked with agencies such as Bashful and The Projects*.
“The partnership represents a new direction for Plaza,” says Plaza EP Peter Masterton. “This collaboration offers an exciting opportunity for a new sort of dialogue with agencies and brands. Entropico is vibrant, young, smart and full of talent – they bring a completely different approach to helping brands engage with the millennial consumer on every level, from experiential to digital to mainstream media.”
Entropico will work closely with Masterton and producer Cathy Rechichi.
Rechichi has recently returned to the Plaza fold with a wealth of experience in large-scale event production and activations, notably with Big Day Out before its sale 18 months ago, and will draw on her extensive background in major Australian andinternational advertising campaigns, music videos and documentary film when collaborating with the Entropico team.
“We were on the hunt for a fabulous young directing group to collaborate with in the online content space, and were sold as soon as we saw their cool and quirky spots for Field Day in September,” says Rechichi. “Their work is fresh and innovative and they really know their crowd.”
Consisting of creative partners Sam Egan, Erin Moy and Harry Hunter, who work closely with a core group of young creative collaborators, Entropico’s unique understanding of popular culture is informed by their strong background in the music industry, lifestyle media and Gen Y consulting.
With the traditional boundaries between advertising, content and media growing fuzzier each day, they are pioneering exciting new ways for brands and creative producers to collaborate effectively, and work across film production, brand development, copywriting, art direction and events production.
“It will be exciting to work with Plaza and see new opportunities arise, especially in the growing online and integrated content space,” says Egan. “And there’s a nice synchronicity to the work we both do; weird, funny, hyperbolic…”
To view Entropico’s reel click here.