Creative execs with backgrounds working with Gordon Ramsay, Channel 4 and Yorgos Lanthimos are launching a UK-based company working in “the intersection of brands, entertainment and talent.”
Former Channel 4 and Conde Nast exec Lynsey Atkin has teamed with Chris Watling and Rebecca Lewis, the latter of whom worked for celebrity chef Ramsay, to form Baby Teeth.
Watling and Lewis are known for work with the likes Poor Things director Yorgos Lanthimos and Solange Knowles, while Atkin worked at Channel 4’s in-house agency 4creative and as Head of Creative for Conde Nast Video.
Lewis was instrumental in setting up several Gordon Ramsay projects, such as setting up his Idiot Sandwich brand, his Formula One partnership and a deal with Fox to launch culinary lifestyle network Bite. Watling, meanwhile, set up the film division of Somesuch, which made Riz Ahmed’s short film The Long Goodbye.
Though the trio are from ads backgrounds, they are talking up an operation that “transcends traditional notions of advertising.” In practice, this will mean working with established and emerging brands, talent agents, production companies, record labels and broadcasters to work up everything from brand campaigns, entertainment formats and talent partnerships, and create IP for clients.
“We have built Baby Teeth to work with ambitious partners on ideas that can grow into entertainment, partnerships and lasting properties,” said Watling, who was previously Managing Director of Somesuch, an ad maker whose debut film was Leo Leigh’s Sweet Sue with BBC Film and sales rep HanWay Films.
“A producer mindset sits right at the heart of that. Whether we’re concepting, commissioning, supporting or executing, it’s about partnering with the right people, in the right way, at the right time – to make something with real value and meaning,” he added.
This is the latest example of brands and communications firms looking to tie closer to film and TV producers and decision makers to create new IP, as companies search for cost-efficient and creative ways to finance ideas.
“Ideas are more important and more valuable than they have ever been,” said Lewis. “With the right talent and the right execution, great ideas now have the potential to evolve into brilliant IP that creates long term value. We want to treat creativity as a business not a service – moving beyond transactional relationships with our partners and towards genuine partnerships.”
Common Interest, an entertainment and communications group focused on pop culture brands, is backing the venture, with founder and CEO, Anthony Freedman, saying, “Baby Teeth is exactly where the future of brands and entertainment is going.”
The post Ex-Gordon Ramsay & Channel 4 Execs Unveil Entertainment & Brands Venture Baby Teeth appeared first on Deadline.
