Executive producer Johnny Parker has launched Future Craft, a content production studio which opens with a directorial roster that includes Brennan Stasiewicz, Henry Mason, We the Grimshaws, Kai Kurve, Sune Sorensen, Tim Hamilton, Jennifer Roberts, Little Village, Marcus Lundin, and Shaunoh Wilson.
Parker had been at the helm of production company Hey Baby which after eight years in business has been reimagined as Future Craft, with an expansion into branded content including long-from, experiential and photography alongside and integrated with advertising campaigns. Central to this evolution is Future Craft’s partnership with OB42, a U.K. production shop headed by the sr. management team of Otis Bell and Clancie Brennan. Via their strategic alliance, Future Craft and OB42 will share talent resources and develop projects for both the U.S. and Europe.
Parker said, “Future Craft was built on creating a home for some of the most talented creatives in the industry. Forthcoming global partnerships will redefine the lines between commercial and entertainment storytelling. I can’t wait to usher Future Craft into the here and now.”
OB42’s managing director Brennan said, “Johnny’s reputation in the industry came highly recommended to Otis and I, and we are thrilled to share the same vision. Future Craft’s roster complements our strategy for pursuing more narrative led advertising while leaning into more emotional and human campaigns that resonate with a wider audience. We have already collaborated on numerous productions and look forward to many more.”
Future Craft’s strategic alliance with OB42 and its parent company 42 fosters cross-pollination between advertising and branded entertainment, with a widened talent pool for both the U.S. and U.K. markets. Additionally, Future Craft will represent world class photography talent through OB42’s sister agency Probation in London. Across the board the emphasis is on storytelling for savvy audiences.
As for the Future Craft directorial roster, We the Grimshaws comes over from production house Ruckus, and Stasiewicz’s prior roost was Honor Society. Kurve previously worked under the moniker/directing duo of Wolf & Lamb at Tool. The rest of the aforementioned lineup of directors had largely been with Hey Baby.
In addition to producing premium content, Future Craft and OB42 will team on socially progressive exploits–from mentorship to waste reduction (and hopefully, elimination of single use plastics) to teaching kids to surf. The two companies are building their alliance on an ethos of human connection and community.