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"It's gonna be huge!" jokes Tom Mooney. The Headquarters EP, who recently announced that at month's end he'd be closing the 14-year-old shop he founded with director David Cornell, is onto his next big thing, this time teaming with noneother than Joe Pytka. The yet-to-be named bi-coastal production outfit, set to open on February 1, aims to address changing tides in advertising and production. Operating under the Pytka umbrella, the company will be a vehicle for advertising creatives to direct while remaining at their respective agency gigs. "Creatives now have to come up with plans for the web, the telephone, the movie theater, everything in selling to the client, so sometimes it's their voice that you need," Mooney explains. "Like in films, sometimes the best director for the project is the person who wrote it and created it. We can then maybe save money by getting in early with the production, as the idea is presented, or very shortly thereafter." Pytka will be on hand to mentor the directors, while L.A.-based EP Tara Fitzpatrick and Mooney, who will be EP out of N.Y., will oversee production. Mooney also has plans to make the N.Y. hub a thinktank for creatives to discuss the changing ad game. No jobs are in the works yet, but Mooney says he's already spoken with several possible directors-to-be. "Believe me, this isn't for every project and isn't going to put production companies out of business," he says. "It's just time for something different because the business is changing and I'm trying to stay ahead of the curve."