Riverside Entertainment, known for award-winning promo and branded storytelling, has expanded with the launch of a commercial division. Hired for the new venture are executive producer Loren Victory and integrated producer Evan Paszamant. Victory maintained his own shop for several years and before that was on the agency side as head of production at Team Detroit. Paszamant’s prior affiliations were Rodeo Show Productions and Glass Entertainment Group
“Riverside was built on the belief that valued relationships are essential to the creative process and vibrant, authentic work,” said Riverside founder/executive producer Jeff Molyneaux. “We are excited to welcome both Loren and Evan, who share our vision of the commercial division as Riverside’s intensified commitment to the collaborative process and ever-evolving world of storytelling.”
With offices in Los Angeles and Nashville, Riverside has a track record of collaboration with the likes of Hulu, ABC, FX, NBC Universal, CMT, Rolling Stone and Discovery, among others. Riverside maintains a directorial roster as well as a talent pool in design and visual effects.
“The goal has been to mix talent with opportunity,” said EP Victory. “Central to Riverside’s expansion is an emphasis on talent who have a desire to look at story from the various avenues that Riverside inhabits.”
As Victory noted, the company’s roster reflects a variety of perspectives, with talent who deliver thoughtful content that adds depth and dimension to each endeavor. Riverside is dedicated to engaging new talent and collaborating with seasoned directors whose interest is in working across multiple platforms.
Riverside's commercial directing roster includes:
- Alexandra Gavillet, a content and image-maker who embraces a stylish, joyful and optimistic sensibility both on screen and behind the scenes on campaigns with Maybelline, Google, Jose Cuervo, Urban Decay and Lexus , among others. Gavillet had briefly earlier been with Recess Films.
- Alexander Hankoff, who signs with his first company. He has turned out work the likes of Peloton, Amazon, Prudential, Calvin Klein, IRobot, Estee Lauder and Pearson.
- Director/DP Justin Lamar Carter whose work centers on authentic stories about the world through an editorial and docu-style viewpoint. His credts span such brands as Google, United Airlines, Shea Moisture and more. Rverside marks his first commercial signing though he maintains his own production company, Happy People, for indie projects.
- Natalie Johns creates a matrix of imagination and reality with projects for Mastercard, Spotify, Durex, Uber, Genesis, Google, Nike, Bono, John Legend, Annie Lennox, Childish Gambino, Sam Smith, and many more. Johns has been freelancing for the last eight years.
- Ross Haines, whose body of work includes projects for Nike, Ford, RAM, Jose Cuervo, Fender, Levi’s, Jeep and Vans;
- Samuel Bennetts whose projects for Audi, Toyota, VW, eBay, Powerade, and Canon, among others, often include worldbuilding with visual effects.
Haines and Bennetts have also worked as independent freelancers–they continue to have freelance collaborations outside of Riverside so are not exclusive to the company but are happy to be on the roster.
Riverside is represented for advertising collaborations by Yvette Mallory of Yvette Represents (West and Texas), Laurel Dobose of Gypsy (Midwest), and Daria Zeliger (East). The company is represented for scripted by UTA, unscripted by APA and in the promo realm by Aspire.
