Ten months after his departure from Euro RSCG, former executive creative director/production Mark Sitley found partners where he might have expected to—in former allies Liz Silver and Luke Thornton, principal production executives at Believe Media who worked alongside Sitley, then at Fallon, in the groundbreaking BMW Films integrated campaign. This week the three announced the formation of Beyond Belief, a content company Sitley described as "novel, quick, trustworthy and succinct" based in New York with a Los Angeles extension. "It turned out there was a sweet spot in the middle of everything that wasn't being covered, that would help brand managers convey their brands more effectively in the culture," Sitley says. "It might sound unduly vague, but what Beyond Belief is dedicated to is anything that is not traditional commercial production and print advertising. What it's not, which I think a lot of people might think, is a platform to take care of nontraditional requests for the clients of Believe Media."