Managing director Tracy Mays and executive producer Beth Aranda have teamed to launch original content company @LArge Productions. Mays’ last production company affiliation was as exec producer at The Sweet Shop which she joined in July 2011, leaving last year to freelance and consult before founding @LArge. Aranda is a veteran freelancer. The two had worked together at The Sweet Shop, developed a rapport there and now come together to form their own venture which is designed to fulfill clients’ creative needs from concept to execution. The @LArge resource-driven model includes a growing network of multifaceted talent spanning established and up-and-coming directors, and creatives.
Via @LArge, Mays and Aranda build a team tailored for each individual project. Mays said that @LArge was developed “to be a fluid creative partner at the point of entry that is most effective for each client.”
Aranda added, “In many instances, our collaboration involves ideation with a producer-led think-tank team that ultimately transitions to execution while with others it’s a matter of producing boards at the highest level with the right talent. We design and build the team around each unique need, rather than the traditional model of selling a director.”
@LArge Productions has deals with such directors as John Singleton, Jonathan David, and David Jellison in a non-exclusive collaboration. The company is producer and project driven, and Mays and Aranda collaborate with talent such as Matthew Rolston for creative direction/branding. @LArge is in the process of signing additional talent, including directors.
Mays has two decades of experience as an EP and bidding producer. During her career, she’s worked at such production companies as MJZ, Smuggler, Anonymous Content and Furlined. While at The Sweet Shop, she served as a member of the AICP West board. Aranda too has some 20 years under her belt as a producer of advertising, branded content and shorts. Among the work she’s produced are commercials for Samsung and Activision for 72andSunny, Hyundai for Innocean, Ford for Team Detroit, network promos for Bravo, The Today Show, and for HBO’s True Blood, as well as two films for Canon’s Beyond The Still series that premiered at Sundance.
