Tim Roper, a 20-year agency vet (15 of those as writer-ECD at Crispin Porter + Bogusky) and former roster director at Partizan Entertainment, has launched F. Yeah & Associates, an independent creative development-production hybrid that is home to writers, directors and–most prominently–writer-directors.
“We’ve taken those entertainment industry models of writer-director and showrunner and are applying very specific talent to them in branded content with a leaner, nimbler, no-compromise kind of approach,” said Roper who has both written and directed work that has been recognized on the awards show circuit. While creative director at CP+B, Roper saw his Hulu spot “Alec in Huluwood”–directed by Peter Berg via Pony Show Entertainment–earn a primetime commercial Emmy nomination in 2009. Roper has also turned out projects for Volkswagen (“Safe Happens”), Burger King, method, Sprite, Microsoft and Truth that have garnered accolades at Cannes, The One Show, LIA and D&AD. In recent years, Roper’s ad fare has scored high-profile Super Bowl and Oscar telecast appearances. Since 2012–which is also the year in which he earned inclusion into SHOOT’s New Directors Showcase–Roper has been a writer-director hyphenate in the branded content arena.
“There has never been a greater demand for content creators who can wear more than one hat. So, it just makes sense to put all your weapons in one arsenal,” Roper added.
Joining Roper at F. Yeah will be executive producer Lisa Effress, formerly of CP+B, TBWA Chiat/Day and Peterson Milla Hooks. She is best known for producing notable work for brands like Gatorade, GAP, Visa, Target, Windows Phone, Climate Reality Project and Intel.
Additionally, a “floating roster” of four writer-directors (“associates”) will help Roper and Effress take on both client-direct and agency-partner projects worldwide.
“As our industry works harder and harder to emulate the pop culture resonance of our cousins in entertainment, we’re excited to apply the wisdom of their process, as well,” said Effress.
F. Yeah & Associates will operate out of offices in Boulder, Colorado, and Santa Monica, Calif.
