|Mono Men: Scott, Lange and Hart|
According to Hart, the startup will try to remain nimble as it courts clients in all categories. "We're trying to create a great creative shop that's as simple as possible and as discipline neutral as possbile," he says. "We see the possiblility to create something that is really one layer. We're seeing a little swing away from the integrated, large, one-stop shop model. I think clients are getting disenchanted with that."
At Fallon, Hart and Lange -- a writer and art director, respectively -- won an Emmy in 2001 for "Photo Booth," a commercial for PBS directed by Errol Morris. They also worked on "The Open Show" branded-content project for the Archipelago Stock Exchange, which won the Media Grand Prix in Cannes last year.