I think the most important thing for a new director is to have a distinct point of view and that’s a very difficult thing to have really though it sounds simple. It’s about knowing what you want to say or show and knowing how best to do that so it helps define who you are and what you want to achieve. Right. Not easy. We see so much work that lacks this element and so when we see someone who has thought about the direction they want to go in, they really stand out. We always say don’t follow trends because by the time you notice them, they are already gone.
The best thing to remember is that yes, every story has been told, probably a million times in a million ways, but not by you.
Shannon Lords-Houghton Exec Producer|Owner Mutt Film
Executive producer Johnny Parker has launched Future Craft, a content production studio which opens with a directorial roster that includes Brennan Stasiewicz, Henry Mason, We the Grimshaws, Kai Kurve, Sune Sorensen, Tim Hamilton, Jennifer Roberts, Little Village, Marcus Lundin, and Shaunoh Wilson.
Parker had been at the helm of production company Hey Baby which after eight years in business has been reimagined as Future Craft, with an expansion into branded content including long-from, experiential and photography alongside and integrated with advertising campaigns. Central to this evolution is Future Craft’s partnership with OB42, a U.K. production shop headed by the sr. management team of Otis Bell and Clancie Brennan. Via their strategic alliance, Future Craft and OB42 will share talent resources and develop projects for both the U.S. and Europe.
Parker said, “Future Craft was built on creating a home for some of the most talented creatives in the industry. Forthcoming global partnerships will redefine the lines between commercial and entertainment storytelling. I can’t wait to usher Future Craft into the here and now.”
OB42’s managing director Brennan said, “Johnny’s reputation in the industry came highly recommended to Otis and I, and we are thrilled to share the same vision. Future Craft’s roster complements our strategy for pursuing more narrative led advertising while leaning into more emotional and human campaigns that resonate with a wider audience. We have already collaborated on numerous productions and look forward to many more.”
Future Craft’s strategic alliance with OB42 and its parent company 42 fosters cross-pollination between advertising and branded entertainment, with a widened talent pool for... Read More
