On the heels of his Gatorade spot “30 Years” winning the Best Direction honor in the 90 seconds and under category at the 2022 Ciclope Latin America Awards–and getting shortlisted at Ciclope Berlin–Sergio Granados has joined SKUNK for U.S. representation. The lauded Gatorade piece was produced by Granados’ Mexico City-based production company, Lovster. Prior to connecting with SKUNK, Granados had most recently been repped in the U.S. market by Baby Lion.
Granados and SKUNK are now reunited after first working together on a Visa project for the World Cup in 2014. The campaign had SKUNK coordinating 32 films in 32 World Cup countries, the film for Mexico being directed by Granados. Fast forward to today and SKUNK was drawn to Granados on the strength of his work for such brands as Pepsi, Johnnie Walker, Chevrolet, Nissan and of course, Gatorade. Curiously Granados' first project in his reunion with SKUNK is another World Cup film, this time for Modelo. The spot, which just broke, combines emotional performances and camera work to express how soccer fans experience satisfaction and sacrifice with the ups and downs of their country’s team.
SKUNK owner Matt Factor said, “After getting excited by Sergio’s film for Gatorade, it was great to be reacquainted and jump right into a Modelo project for the World Cup. It was a pleasure seeing him collaborate with the folks from Grey NY on an ambitious shoot in Sergio’s home town of Mexico City–a destination we regularly travel to for U.S. shoots. We are already prepping another job and look forward to a fruitful journey together.”
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More