Five months after MTV decided to shutter its commercials division, the division has risen again as Rogue Creative. Founded by MTV vets Nick Litwinko and Peter Reichert, the shop hopes to continue MTV's abandoned mission of producing spot projects for its stable of animators. The shop is already at work on a new installment of Arnold McGrath's animated campaign for Oxy, which was previously handled by MTV Commercials. Additionally, Rogue is teaming with Nickelodeon's animation division, Nick Digital, to launch Nick Digital Commercials, which - like MTV Commercials - will make Nickelodeon talent available for spot work. According to Litwinko, former executive producer at MTV Commercials, Rogue would also like to expand into episodic and feature projects. "Now that we're not with MTV, we'll be able to become a lot more multi-tiered," he says. "Going beyond commercials is eventually what we would like to do. We'd like to do the things we couldn't do at MTV." In addition to offices in New York and Los Angeles, Reichert, who served as supervising producer of development at MTV Animation, will focus on new content development out of Rogue's Seattle office.
New York production house September Productions, has launched a satellite division, Lunch TV, with a roster that includes E.J. Foerster, Steven Shainberg and Neil Salley.
Three veterans of R/GA - designer Jeremy Lasky, editor Brendon Werner and effects specialist Daniel Gonzalez - have partnered to open a new New York postproduction studio, Perception.
Ava Seavey, formerly executive producer at New York's Big Picture Communications, has launched Avalanche, a new production house representing directors Tony Lee, Kathy Da Silva and Ben Dolphin.