Turner announced today that it is officially relaunching Super Deluxe, an edgy Funny or Die-style online comedy portal that debute in 2007 and was quietly dissolved into its Adult Swim brand eighteen months later.
The resurrection process began in earnest last September, when Turner began hiring staff for the new Super Deluxe team. In December, it debuted social media channels featuring surrealist political satire, shorts and animations, that, ccording to Turner, are now attracting more than 35M viewers a month on Facebook, YouTube, Instagram, Vimeo, Twitter and Snapchat. Its absurdist takes on the presidential election and weekly live video experiments have also been featured in The New Yorker, The Huffington Post, New York Magazine, and Daily Mail.
“When you combine the storytelling know-how of television development with the vibrancy and audience-first approach of digital content creation, you end up with an explosive mix that is exciting for audiences, TV buyers and brands alike,” said Wolfgang Hammer, president of Super Deluxe, in a statement.
Super Deluxe operates as an independent unit under the Turner umbrella, reporting to Kevin Reilly, chief creative officer for Turner Entertainment and president of TBS and TNT.
“Our belief in the value proposition of ‘premium plus personalization’ now extends into the emergent ecosystem of mobile centric consumers and next generation creators thriving in that space,” said Reilly in a statement.
Super Deluxe has struck a deal with Oscar-winning writer/director Stephen Gaghan (“Syriana,” “Traffic”) to serve as an executive producer. It also has a development and production agreement with Tim Heidecker, Eric Wareheim and Dave Kneebone (“Tim and Eric Awesome Show,” “Nathan For You,” “Great Job!”).
Other content in Super Deluxe’s production pipeline features up-and-coming talent such as Dean Fleischer-Camp (“Catherine”), Jen Tullock (HBO’s “A Lot”) and Hannah Utt, Hye Yun Park and Brandon Rogers, the the latter of whom is the writer and creator of Super Deluxe’s upcoming half-hour series “Magic Funhouse,” an adult show about a kid’s show.
In addition to Hammer, who previously served as co-president of CBS Films, Super Deluxe’s executive team includes former Vice editor-in-chief Jesse Pearson (creative director for the Super Deluxe Network and branded content); Arthur Wang (chief marketing officer), formerly of CBS Interactive; Ryan Likes (general manager), previously of Televisa and Lionsgate; Shahruz Shaukat (chief technology officer), formerly of BuzzFeed; and network heads Dimitri Simakis and Hillary Levine, also formerly of BuzzFeed.