Tribeca Enterprises acquires M ss ng P eces, boosts brand muscle
M ss ng P eces, one of the industry’s top production firms, has been acquired by Tribeca Enterprises, the multi-platform entertainment company founded in 2003 by Robert DeNiro and Jane Rosenthal. The deal effectively beefs up Tribeca’s brand-side capabilities while extending the storytelling opportunities for M ss ng P eces.
The company, led by partners Ari Kuschnir, Brian Latt, Josh Nussbaum and Kate Oppenheim, is one of the brand world’s most respected production players, known for storytelling that traverses film, technology, immersive experiences and products for clients including Google, Miller Lite, Pinterest, Athleta, Walmart, BMW and more. The company has consistently appeared on Ad Age’s Production Company A-List, this year ranking at No. 6. Last month, the shop earned its first Cannes Lions Grand Prix, in the Entertainment category, for Tinder’s “Swipe Night” campaign via 72andSunny.
Tribeca Enterprises comprises the Tribeca Film Festival, the Tribeca TV Festival and branded entertainment production arm Tribeca Studios, with which M ss ng P eces will join forces.
“We’ve had Tribeca Studios for a number of years and we’ve been looking to grow and enhance that side of our business,” says CEO and co-founder Rosenthal, a veteran Hollywood producer who has been DeNiro’s production partner since 1988 and whose credits include films such as “The Irishman,” “The Good Shepherd” and “Meet the Parents.” Over the years, “we’ve had to turn down a certain type of work we would have loved to do because we didn’t have capacity, so working with M ss ng P eces gives us that ability," she says.
Rosenthal first met the M ss ng P eces crew years ago working on projects for Tribeca Studios, including a campaign for Heineken supporting New York's +Pool project, which sought to build a floating swimming pool in New York City's East River that would also filter out its bacteria and contaminants. (The project recently got the green light from the city.)
“In the work I try to do, I’ve always tried to push the limits of storytelling,” she says. “We try to be at the forefront with our various expositions, and watching everything that Brian, Kate and Ari have done over the years, it just felt like a natural fit.”
M ss ng P eces is known for stepping into uncharted production terrain. The Grand Prix-winning Tinder campaign was a choose-your-own-adventure series that immersed viewers into an apocalyptic scenario, all within the dating app, while other efforts included a livestreamed social media fashion show to promote Mucinex’s “Sickwear” fashion line and the transformation of a Baskin-Robbins store into an ice cream shop from Netflix's "Stranger Things."
With the acquisition, the M ss ng P eces name will remain, as will its leadership and team, bolstered by Tribeca talents. “Having producers like Jane and [Tribeca Enterprises Chief Content Officer] Paula Weinstein is so exciting for us in terms of the doors that it opens with brands who are excited about and in need of great content that speaks to their values and ways consumers want to react to them,” Oppenheim says.
“The world of creating content and stories for brands needs a refresh and can’t be the same as it was 50 years ago,” adds Latt. “This union will allow us to evolve into something even more interesting and help us tap into really unique creative resources, including Jane and Paula’s unmatched level of expertise.”
The union also brings together teams with a kindred sense of purpose. DeNiro and Rosenthal had founded the Tribeca Film Festival two decades ago in order to help get New York back on its feet in the aftermath of 9/11. In celebrating its 20th anniversary this year, Tribeca sought to uplift the city once again as it comes out of the coronavirus pandemic. Purpose also has been a driving force behind many of M ss ng P eces’ projects. In earlier days, it had partnered with former Vice President Al Gore on his Climate Reality Project, while more recent campaigns included the NAACP’s “Invisible Hate” push that exposed racist Confederate monuments and a glass portrait for the National Women’s History Museum representing how Vice President Kamala Harris had shattered the glass ceiling, via BBH New York.
“Possibilities are now truly open now,” says Kuschnir. “At the core for me, it’s always about how we can create stories that activate better futures now, how do we use our creative gifts to make a better world.”
The companies’ logos make their marriage delightfully fitting. Tribeca’s mark is known for its distinctively elongated “I,” while M ss ng P eces’ famously tricky name is known for the absence of that very letter. “Their logo seems to be missing the one letter that extends in Tribeca’s,” Rosenthal says. “It feels like it was predetermined.”
Tribeca Enterprises “is the missing piece of M ssng P eces,” Oppenheim laughs.