Doner LA has tapped Eddie Moraga as VP, brand strategy. A calculated risk-taker, the 12-year industry veteran will uncover new actionable insights that lead to compelling narratives for clients. He will report to Doner LA president Lauren Prince.
“Eddie has a track record of aligning creativity with business ambitions. This strength will prove pivotal in helping our clients build–and, in some cases, relaunch–their brands,” said David DeMuth, CEO of Doner. “I look forward to seeing how Eddie’s strategic expertise ushers Doner LA and its clients into uncharted areas in the ensuing months.”
“As Doner LA enters a new phase of growth, we must not only bring outstanding creative, but also strategic value and intellectual rigor to our clients,” said Prince. “Passionate and curious with a bias toward action, Eddie epitomizes what we need to make the work not just better, but exceptional.”
Moraga will collaborate with clients including Amazon, Icelandic Glacial, and Del Monte, as well as streaming services Netflix and Quibi. New business will be central to his efforts as Doner LA continues to build its entertainment portfolio.
“Eddie understands creativity, culture, and communication,” said Jason Gaboriau, chief creative officer at Doner LA. “I look forward to partnering with him to bring smart, disruptive thinking that puts our clients at the leading edge of innovation.”
Prior to Doner LA, Moraga served as a freelance strategist for Sid Lee, TBWAChiatDay, and 180LA. He held the role of senior strategist at MullenLowe and 72andSunny. He has created memorable campaigns for an array of household brands including Toyota, All-State, Coors Light, and Whole Foods Market. Moraga concepted the iconic anti-smoking campaign truth, which collectively won four Effie Awards.
“Lauren, Jason, and the team understand how to create accessible creativity that reaches a wide array of audiences,” Moraga said. “I look forward to building a strategy discipline at Doner LA that contributes to that vision.”
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