72andSunny Los Angeles has leveled up its entertainment and production practice with the appointment of Tom Dunlap as its chief production officer. Dunlap most recently served as executive producer at RSA and is an industry vet with roots from both the agency and the production side. In the newly created role, Dunlap will oversee all production at agency, including film, print, digital, events, branded content.
While at RSA, Dunlap oversaw high profile branded content projects including AT&T's "Daybreak" branded content series, out of BBDO, New York, Activision's Call of Duty Elite "Friday Night Fights" Xbox live series, and A-B's Bud House out of DDB Chicago, an online reality effort which invited soccer fans from all over the world to live under the same roof--while watching the World Cup together.
Prior to RSA, Dunlap served as director of integrated production at Deutsch Los Angeles and Wieden + Kennedy Amsterdam. At the latter, he helped to oversee the production on Coca-Cola's celebrated "Happiness Factory" that introduced consumers to the animated world of Chinoinks, Popper Guys and Love Puppies.
"One of the reasons I left Deutsch to go to RSA was to get closer to the entertainment world, to understand how to make TV shows, movies, digital content, but apply that thinking to the branding world," says Dunlap. "I had a really good experience with that but I was also looking to be able to offer a full, complete experience, so when the guys at 72andSunny approached me, I saw the opportunity to do that. At a shop like this, still at its nascent stage, I can take that experience I had at RSA but really bring it home with full complete package of not only content, but also marketing, strategy and brand awareness into an experience that would work well for a brand."
In recent years, the agency has shown chops in merging advertising and entertainment, with multiplatform campaigns like the celebrated K-Swiss Kenny Powers MFCEO directed by Jody Hill and starring Danny McBride, blockbuster spots for Activision featuring Jonah Hill, Sam Worthington and Robert Downey Jr. and the more recent Samsung Super Bowl effort with Paul Rudd and Seth Rogen, directed by Jon Favreau.
"As marketers we were already leaning in that direction because it works, but having someone like Tom on board adds jet fuel to our capability of offering this to our clients," says 72andSunny Partner Matt Jarvis. "But the way we look at it is we're just getting started, and we needed somebody we considered to be visionary, and who had the body of work that Tom has, to take it to the next level."
The agency also recently beefed its production chops with the addition of another Deutsch alum, former EVP Experiential Marketing Audrey Eden, to oversee 72andSunny's experiential efforts. She, along with the other production department heads, will report to Dunlap.