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    Alkemy X hires creative director Lee Tone to lead its branded content division

    By SHOOTUpdated:No Comments1336 Views
    NEW YORK --

    Alkemy X has hired Lee Tone as creative director. Tone will focus on leading and implementing the creative vision for the company’s branded content division, facilitating nontraditional projects spanning web series, short films, experiential and interactive. He comes to Alkemy X with a 10-year career as a creative director and copywriter in the agency world, and with extensive experience in brand storytelling that blurs the lines between entertainment and advertising. He joins the team after a successful collaboration with Alkemy X on Samsung’s “Reframe This Space”–a four-episode home decor series that seamlessly infused Samsung’s Frame TV into original entertainment, earning over 30 million online impressions through influencer amplification.

    Tone comes to Alkemy X from Barbarian, where he led campaigns for agency clients like Samsung, JBL and AB InBev. Prior to that, he lent his creative expertise to projects for Google, Yahoo! and Microsoft, among numerous others. Notable career highlights include his work for the Samsung Galaxy s6 Edge+ and Note5 global launches. Throughout his career, he consistently endeavors to break new grounds in brand storytelling with bold concepts such as his work for Outback Steakhouse. He shook up traditional outdoor advertising for the restaurant chain, causing a commotion (and frantic 911 calls) with the illusion of billboards on fire to promote the brand’s Wood-fire Grill offerings.

    “Lee consistently tackles ambitious and bold storytelling approaches that translate into results for brands,” notes Alkemy X president and CEO Justin Wineburgh. “After such a seamless and highly successful collaboration on Samsung’s ‘Reframe This Space’ series, it was no question that he was the best person to take our branded content division to the next level.”

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    Is “Glicked” The New “Barbenheimer”? “Wicked” and “Gladiator II” Hit Theater Screens

    Thursday, November 21, 2024

    "Barbenheimer" was a phenomenon impossible to manufacture. But, more than a year later, that hasn't stopped people from trying to make "Glicked" — or even "Babyratu" — happen.

    The counterprogramming of "Barbie" and "Oppenheimer" in July 2023 hit a nerve culturally and had the receipts to back it up. Unlike so many things that begin as memes, it transcended its online beginnings. Instead of an either-or, the two movies ultimately complemented and boosted one another at the box office.

    And ever since, moviegoers, marketers and meme makers have been trying to recreate that moment, searching the movie release schedule for odd mashups and sending candidates off into the social media void. Most attempts have fizzled (sorry, "Saw Patrol" ).

    This weekend is perhaps the closest approximation yet as the Broadway musical adaptation "Wicked" opens Friday against the chest-thumping sword-and-sandals epic "Gladiator II." Two big studio releases (Universal and Paramount), with one-name titles, opposite tones and aesthetics and big blockbuster energy — it was already halfway there before the name game began: "Wickiator," "Wadiator," "Gladwick" and even the eyebrow raising "Gladicked" have all been suggested.

    "'Glicked' rolls off the tongue a little bit more," actor Fred Hechinger said at the New York screening of "Gladiator II" this week. "I think we should all band around 'Glicked.' It gets too confusing if you have four or five different names for it."

    As with "Barbenheimer," as reductive as it might seem, "Glicked" also has the male/female divide that make the fan art extra silly. One is pink and bright and awash in sparkles, tulle, Broadway bangers and brand tie-ins; The other is all sweat and sand, blood and bulging... Read More

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