Geoff Edwards has joined the leadership team of business agency GALE as executive creative director. He brings 20 years of advertising and entertainment industry experience to his new roost which has to its credit data-driven business strategies for such brands as T-Mobile, BMW, Chipotle and Santander. Edwards will oversee brand creative and execution at GALE where he’s been working with the executive team on various projects for the last six months before now officially coming on board.
Edwards joins GALE from TBWAMedia Arts Lab, the bespoke agency for Apple where he led the services department and launched the highly anticipated Apple TV+ subscription service. He also led the global product launch of the AirPods Pro leading to 60 million sold in 2019. Prior to this, he was VP, executive creative director at R/GA Los Angeles, where he helped build brands such as Disney, Nike, PepsiCo, and the Hollywood Foreign Press Association. As head of creative at CAA Marketing, Edwards created award-winning branded content for Jimmy Johns and Anheuser-Busch.
“We pride ourselves on attracting talent who come to the table with a uniquely formed expertise and point of view. We’re doing the work to make the right investments in our team, and Geoff is precisely that caliber of talent,” said GALE CEO Brad Simms. “His experience in launching some of the world’s most favored products and brand campaigns, coupled with his passion for using creativity to promote peace and change around racial inequality through his non-profit, Saturday Morning (as co-founder), bring a special element to GALE that will push us to serve our clients for the better, and propel us even further as a business strategy leader.”
Edwards related, “GALE is truly unique and my chemistry with Winston (Binch, chief brand and experience officer), Brad and other leaders sealed the deal. I’m impressed by their ability to blend business knowledge with creative insight, all while being rooted in the foundation of data intelligence.”
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