Executive producer Robert Wherry has launched commercial, web video and branded content production company Fancy Content. The new venture opens with a directorial roster that includes John Mastromonaco, the team known as Rad-Ish, comedy expert Alex Grossman and British helmer Rob Sanders. In making the move, Mastromonaco has shuttered Argyle Films, his long-running production company home. Rad-Ish joins from Assembly Films–where they worked with Wherry prior to his launching Fancy–while Grossman joins from HeLo. Sanders also joins Fancy from Argyle.
Wherry comes to Fancy Content from the aforementioned Assembly, where he was partner and executive producer. Prior to that he was partner & EP at GO Film, which he co-founded in 2000 and left in 2010. In launching Fancy, Wherry has relocated to the West Coast, where Fancy is based. He’s also establishing new relationships with talents like Mastromonaco, Grossman and Sanders, while reuniting with the Rad-Ish team which consists of Austrians Moritz Friedel and Christoph Chrudimak. Wherry introduced Rad-Ish to the U.S. market after recruiting them in Austria for GO Film.
Being part of this new endeavor has energized Mastromonaco, a veteran filmmaker who started his career in his native Canada and is known for his work with comedy and dialogue scripts. “Robert’s got a great track record as an EP, and more importantly, he’s got a genuine passion for our business that you don’t see that often these days,” the director said. “As a production company owner, you need to know how to manage careers, build long-term relationships and stay relevant in a fast-changing business. And he’s got all of these skills.”
Wherry says the mantra at Fancy Content is to support creativity, content and clients. Born in Bermuda, Wherry attended the University of Tennessee before moving to New York City to pursue a career in front of the camera. He appeared in numerous daytime dramas (better known as soap operas) and TV commercials before moving into production, starting at the venerable UK and US-based production company BFCS. He later joined HKM and then co-founded GO Film. During his years at GO he worked on a wide range of award-winning ad campaigns, culminating in the shop’s work on the 2008 launch of the explosive videogame title Halo 3. The campaign they produced won the Grand Prix at Cannes, along with winning honors from Clio, the AICP Show, D&AD and The One Show.
Over the years Wherry has teamed with a number of directors who’ve gone on to become well-known and lauded in the industry. The list includes talents like Mike Mills, Noam Murro, Roman Coppola, Simon McQuoid, Allan Van Rijn, Bob Brooks, Andrew Douglas, and Ivan Zacharias.
Fancy Content is represented on the East Coast by Jared Shapiro of Moustache, in the Midwest by Gay Guthrey of Gay Guthrey & Associates and on the West Coast by Jeanie DiMaggio of DiMAGGIO.
