CD-turned-director Bob Kerstetter and Complete Pandemonium founder Stelio Kitrilakis today announced the launch of Lushadelic, a San Francisco-based creative/production hybrid that, according to a company statement, aims to "provide the shortest path to the best work." Kerstetter, of course, is something of a hybrid himself. A former associate creative director at Goodby, Silverstein & Partners and co-founder of Bay Area agency Black Rocket, Kerstetter shocked everyone -- including himself
-- by winning last year's Directors Guild of America award for commercials direction. The new company will take advantage of this experience by offering creative, production and production support, or -- as the shop's website
puts it -- "any combination of the above that makes sense." The new company follows in the footsteps of similar hybrids, like The Concept Farm and DCODE in New York, which blur the line between agency and production company.
As for the future of Kitrilakis' production company, Complete Pandemonium, its founder say that remains to be decided, although the company will continue to exist in some form. Currently, the company's directorial roster includes Richard Kizu-Blair, Steve "Spaz" Williams and Mark Dippé.