Concept Farm Launches Production Arm

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One of the Farmers' homegrown spots for ESPN.
New York creative/production hybrid The Concept Farm has announced the launch of a dedicated production division, The Production Farm, to handle projects for outside agencies and other clients. The Farmers have long shot their own spots for clients that include ESPN and the History Channel International. The agency's "In Case You Missed It" campaign for the latter earned a Gold Pencil at the 2002 One Show.

"We were doing so much of our own production that we thought we would branch out," explains Farm co-founder and creative director Gregg Wasiak. "And we had been directing enough that we thought we should go out and do that, as well as have other directors represented by the Production Farm." The division, headed by executive producer Sandra Miller, launches with a roster that includes The Farmers (agency principals Wasiak, John Gellos and Griffin Stegner) and Michael Palmieri, director of the Beck video "Lost Cause," who continues to be repped for videos by A Band Apart. The Production Farm will also represent Portland-based director Michael McNamara and hip-hop video specialist Kennedy on a non-exclusive basis.

"It's just another part of creating as much of a total package as we can for people who walk through the door," Wasiak says of the launch. "We've got our reel out there, and although we're a hybrid, we're cool with directing for other agencies. That won't be a problem for us."

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