"B-Reel has always worked in truly integrated production where film and digital is one, but we lately felt the demand from agencies for more variation and strength in our roster," says B-Reel CEO Anders Wahlquist. "We want to bring our clients the best talent for storytelling and the best talent for digital and we think that most of the agencies now are looking for a really integrated production team. It's an icing on an already good cake, when everybody is hungry for cake, I guess."
Wahlquist says the new company is looking for straight up solid film talent as well as digitally driven directors. "Storytelling is key, whatever media," he says. "But when it comes to digital productions the teams will always be integrated with B-Reel creatives, so whatever the director there will always be a digital experience."
B-Reel Film, which will share B-Reel's offices, will act as a standalone TV commercials production company and will also work in integrated creative and production teams on digital productions. "We hope to give the agencies the best of both worlds," says Wahlquist. "If there's an integrated campaign with TVCs, lots of interactive film for the online campaign used in all different screens, we would work for pure joy – almost."