Ernest Lupinacci, creative director and co-founder of 19-month old Anomaly has announced he'll depart the agency to devote more of his time to pursuing branded content ventures.
Lupinacci will work with Plum TV, which broadcasts local TV channels in and about such places as Vail, Martha's Vineyard, Nantucket and the Hamptons.
Lupinacci says he leaves Anomaly on good terms and may continue to work on projects with the agency.
"To some degree, I've had a kind of 'How you gonna keep them down on the farm after they've seen Paree' thing," says Lupinacci. "I've worked with so many development people and media execs and I've always been attracted to that part of the business. So when the opportunity presented itself I knew this was what I really wanted to focus on."
Lupinacci will pursue branded content initiatives for Plum on many fronts and says that the opportunity to work with Plum co-founder and creative director Cary Woods, and be aligned with a content producer and distributor was what prompted the career move. Woods is a well known producer with what Lupinacci describes as "one of the most amazing batch of films," including So I Married an Axe Murderer, Kids and Rudy to his credit. "The opportunity to be in business with the distribution channel was hard to resist," Lupinacci adds.
Anomaly is currently seeking a replacement for its outgoing creative director.