In a major reorganization and rebranding, a new MOONDOG has emerged. Executive creative director Pete Kasko and managing director Bernadette Quinn, co-owners of Moondog Edit, have transformed their postproduction and creative editorial company into a new model for doing business in a fast changing advertising marketplace.
The MOONDOG divisions that previously offered creative, live action production, visual effects and music under several different brands will adopt new identities and missions. The overarching goal is to offer agencies standalone services or integrated solutions that run from concept through completion.
Accordingly, a new division called Moondog Creative has been formed to offer original creative work for selected direct-to-client assignments and relationships. In addition, the production company formerly known as Gypsy NY has become Moondog Films, a full-service shop that offers a roster of live action directors. The visual effects studio known as Hectic New York, which offers effects, design and finishing with a specialty in fashion and beauty, is now Moondog VFX. And the music company Sound Foundation, which provided music branding, licensing and supervision, is now Moondog Music. Moondog Edit will continue to operate under the same name. Led by Kasko, its founding editor, the creative editorial boutique works for a wide range of agencies and brands.
To support and guide this transition, MOONDOG, as the parent company will now be known, has brought on Sophie Gold as director of business development, a new role at the company. Gold joins from Looker and The Station.
Leading the MOONDOG companies is a group of experienced production, effects and music talents. Veteran agency and production company producer Jeanette Gonzalez leads Moondog Films as EP and head of production. Jeff Spangler leads Moondog VFX as creative director. Matthew Evertsen serves as creative director at Moondog Music, working with EP Meredith O’Leary. And Courtney Law continues as EP of Moondog Edit, a position she’s held since 2011.
The decision to transform itself into a group of associated departments that can operate individually or in concert was the result, explains Kasko, of a desire to offer the option of a turnkey solution to agency creatives and producers as well as for direct-to-client work. “At our core, we’re a tight-knit group of creative professionals whose goal is to provide clients with a seamless experience from concept through execution and delivery,” he noted. “We accomplish this by combining the crafts, services and disciplines that have traditionally been viewed as separate entities, but here at MOONDOG they co-exist under one roof.”
The divisions being rebranded grew out of Moondog Edit’s editorial and post work. Over the years, its deep relationships with clients resulted in their asking the edit house to provide them with more expanded services–hence a visual effects arm was formed, as was a production capability and a music division, as well as the assembly of ad-hoc creative teams to develop campaigns and strategies. The company’s recent work for Pepsi, for which MOONDOG has created and produced animation, end-tag branding and short videos used in advertising, digital media and promotion, is an example of this kind of growth.
As the company’s range of services and volume grew, Kasko and Quinn saw the need to take their offering to the next level. As a result, Gold was recruited to help define the MOONDOG strategic vision and extend its reach and engagement with clients across the agency spectrum. She brings a set of strong industry connections to her new post, both in the US and in the UK, where her career began. She helped introduce US companies such as Elias Arts to the agency scene in London and Amsterdam, and has worked closely with such shops as BBH, BBDO, 180, 72andSunny, DDB, and Arnold.
“Each of the MOONDOG departments,” said Gold, “can partner with clients in either an integrated or standalone fashion, which allows for total flexibility in terms of budgets, deliverables, scope of work–just about everything. It lets us tailor options for each project based on its respective needs, regardless of size.”
