Creative agency Lively has promoted Darryl Mascarenhas to chief creative officer. Formerly acting as the NY-based company’s executive creative director, Mascarenhas will oversee creative, brand, business, and strategic operations across Lively’s four divisions–Spontaneous, BlueRock, Decibel, and Scarlett. Lively and its divisions have created content for brands across a variety of industries including Maybelline, IBM, Louis Vuitton, Tag Heuer, and A&E Networks.
“I’m energized by the opportunity to show clients, old and new, the true power of Lively,” stated Mascarenhas. “As we continue to grow, we’re laser focused on developing custom software products, branded workflows and creative collaboration spaces to provide new value to our agency and brand clients for efficiently making content without compromising on creativity or scope.”
Prior to joining the team at Lively, Mascarenhas held senior leadership roles at the branding agency Loyalkaspar, VFX company MPC, as well as the production house Quietman where he worked to transform the company into a full-service creative studio. An Emmy-award nominated creative director, he has worked with top Fortune 500 companies such as AT&T, Disney, and Microsoft. In addition to his brand work, Mascarenhas was the creative lead and director for broadcast networks, including the rebrand of Lifetime.
“Lively is fueled by creativity and innovation and Darryl has been instrumental in challenging the status quo of the industry,” said Ethel Rubinstein, Owner and CEO of Lively. “We can’t wait to watch the company expand under his creative leadership.”
From his start at Lively’s creative division Spontaneous, to his most recent role as Executive Creative Director, Mascarenhas’ creative eye and innovative approach continues to be an asset to the executive team. In his new role, Darryl will be working closely with Cara Cutrone, the EVP/managing director of Spontaneous, and Wendy Brovetto, EVP/managing director of Lively’s luxury division Scarlett.
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More