Peter Alsante has joined Grey New York as executive creative director.
Alsante comes over from BBDO New York where, over the past 16 years, he has contributed to the growth and success of such blue-chip brands as AT&T, FedEx, Snickers, Mountain Dew, Foot Locker and Thinx, among others, rising to executive creative director. Recently, he co-led the Home Depot pitch resulting in one of the agency’s biggest new business wins.
At BBDO NY, Alsante led the Sandy Hook Promise creative team that produced the film “Evan.” The effort won 10 Cannes Lions and helped propel BBDO to “Agency of the Year” at Cannes. He also created the award-winning “Pedestal Project” for the Color of Change, the largest online racial justice organization.
He has won every major industry award including The One Show, Cannes Lions, Clio, D&AD and the Emmy for Outstanding Commercial.
“We’re thrilled to welcome Peter to the creative leadership team at Grey New York after 16 years at BBDO. He joins us having made some of the industry’s most awarded work in recent times, and we’re excited for what he’ll do in his next 16 years with us,” said Justine Armour, chief creative officer of Grey New York. “We’ve welcomed an enviable lineup of leadership talent in the past few months; I could not be more excited for what’s happening at Grey New York right now.”
That infusion of talent into Grey NY this year includes such key hires as:
- Brandon Solis, executive director of social & connections, from Eleven, Inc.
- Tim Jones, chief creative officer, Pharma, from McCann
- Ron Lewis, group creative director, Grey Health and Wellness, from McCann Health
- Andre Gray, executive creative director, from Eleven Inc.
- Sara Worthington, executive creative director, from McCann
- Armando Flores, executive creative director, from McCann
- And Ulrika Karlberg, executive creative director, from Yard NYC
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