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Advertainment's Science + Fiction

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Names: Steven Mendelson(l.) and Kevin Townsend

Ages: Mendelson-43, Townsend-42,

Who they are: Co-founders of Science + Fiction, a Santa Monica, Calif.-based hybrid offering both traditional commercial production services as well as branded entertainment. The company was launched in September of 2001.

Where they're from: Townsend is an 18-year veteran of the entertainment and advertising worlds with stints at places such as Lucas Digital and Industrial Light + Magic. Mendelson hatched the international consulting division at International Creative Management; in 1993, he was alongside Microsoft co-founder Paul Allen during the launch of Starwave, the Internet broadband company.

%%PULLQUOTE_RIGHT%% What they've done: "The Barbie Nutcracker" DVD for Mattel was a platform that allowed the toymaker to control the storytelling and distribution vis-à-vis TV. The company also executed a viral online promotion for energy drink Red Bull's association with the Supermoto Championship Series.

What's next: "We're going to continue to put two-to-three ad agency clients on retainer and work with them to help build their competency in this space."

Stock-in-trade:"We understand advertisers and we understand distribution platforms, but we're platform agnostic. We come up with solutions from a creative programming standpoint first."