Industry veteran Peter Friedman and cutting-edge creative producer Eric Tu have been steadily making their combined presence felt across the advertising and production landscape with friedman360 (F360), an integrated content studio operating across all facets of production. The studio, which has built an impressive reel of diverse projects within a short amount of time, boasts a growing stable of top exclusive '360' talent on its roster, including non-fiction documentary directors Evolve (most notable of
fame), Bionic League (LED technologists behind Target Spectacular), and Rayban and Easton viral director/VFX artist Ross Harris, as well as ready access to legions of top freelancers around the world.
"There was a need for a new kind of company - one that could harness the best talent around to take on the toughest projects, bridging the gaps between traditional broadcast and new media," said Friedman. "F360 is that company. Whether working on TV spots, experiential events, multi-disciplinary interactive projects, or anything else in the production realm, we bring in a hands-on, problem-solving approach to create custom solutions from concept to completion."
Friedman, who has held top posts at Nike, McCann, PGA Tour Entertainment, and LucasFilm's commercial production unit, has seen the industry from every possible angle, and sees the full sway of his work experience leading to his current post. "Eric and I have been working on and constantly refining the concept of F360 for years," stated Friedman. "We waited for the technology to catch up to where our thought process was and - never afraid to try something new - both jumped into this a year ago. We're in a new and much more exciting world than I've ever seen, with technology that has offered so many opportunities for 'best of breed' artists to work together to service a global brand or network."
Tu, currently serving as EP/Head of Development, is an award-winning director and creative respected throughout the new media industry. He will travel the world as F360's creative talent curator, seeking out the freshest minds in all areas of content creation. "We're seeking a certain type of talent here," he stated. "Beyond our goal of bringing in the best people on the creative side, we are also developing an entire team of what we call 'creative producers,' who do much more than ask for a director and a board and slam the piece together. Borrowing a bit from the TV and Film model, producers can be creative and creative folk can easily be great producers. This is a rapidly changing industry, with a new dynamic between agencies and clients and an interactive content explosion on top of forward momentum in countless other technologies. We are well placed to handle each of these challenges."
At its birth, the company wasn't open for five days before the team closed a deal for a network 10-part original TV series, which hit production immediately with a 10-month cycle of story development, prep, production, post and finish. The first completed F360 product on the airwaves was a
spot with LeBron James, directed, edited and produced in-house as an integrated unit. A steady stream of high-profile work followed, including its creative producers tackling the
location takeover event in Manhattan that led to F360's exclusive relationship with Bionic. A recent see-it-to-believe-it batting-practice viral sensation for
and a full multisport brand campaign included which led to a full-time relationship with the sporting goods company.
"We are very fortunate, we came out creating and producing content from day one", noted Friedman. "We broke through right away. We love that a successful network would go to our new model company and fully trust us to produce a 10 part series, rather than going to an umbrella company, it says a lot about the need for content to be produced in new ways. Our clients recognized that we are getting things done efficiently with great results."
While F360 is focused on establishing themselves in the advertising space, with headquarters in New York, and satellite offices in Los Angeles and San Francisco, they are also moving forward with more television developments and even a web based social media project funded by private venture capitalists.
"We've been quietly focusing on our first year to get the engine moving and doing some good work with great clients. Now a year in, this is a bit of our hello to the industry to let them know we are here for clients who are seeking new ways to produce great work," stated Tu. "Next steps is always about doing more smart and sexy projects to flex our 360 studio approach, and, of course, to seek even more world class talent to join our movement."
We were born to explore, to discover, and solve the world's most difficult problems with the world's best talent. Whether it be traditional broadcast, experiential events, or multi-disciplinary interactive projects, we will build custom solutions from scratch to solve each and every brief.
We are F360.
F360 contact: Jared Shapiro - 646.723.1406 -
More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA) trustcollective.com