Bob Kerstetter, formerly co-founder and creative director of Black Rocket Euro RSCG, left the Havas-owned agency almost a year ago and has been writing screenplays and directing commercials, including some for Yahoo1 at his old agency.
His partner at Lushadelic is Stelio Kitrilakis, 45, founder and executive producer of San Francisco commercial production company Complete Pandemonium. Mr. Kerstetter, 42, will have the title writer/director. Mr. Kitrilakis is the agency's executive producer and will oversee new business.
Mr. Kitrilakis, who will continue in his position at Complete Pandemonium, described Lushadelic as a "streamlined creative resource and production company" offering media neutral solutions to client problems.
Mr. Kerstetter left San Francisco agency Goodby, Silverstein, now part of Omnicom Group, in 1996 to found Black Rocket along with Steve Stone and John Yost, both formerly with Hal Riney & Partners, San Francisco, now part of Publicis Groupe.
Black Rocket landed Internet startup Yahoo! as one of its first clients. Havas bought Black Rocket in March 2001.
Al, the tow truck driver
During the dot-com boom, Messrs. Kerstetter and Stone developed an ad for Morgan Stanely's online brokerage service that featured Al, the tow truck driver. Al tells a businessman whose car broke down that he drives the tow truck for amusement because he actually became so rich investing online that he now owns an island.
Last year, Mr. Kerstetter won the Directors Guild of America's award for outstanding directorial achievement for his Musco Olives campaign featuring everyday people who had olives stuck on their fingers. He directed the ad before leaving Black rocket.