Todd Makurath, Luke Ricci and Chris Adams are co-founders
“Avengers: Endgame” directors Anthony and Joe Russo and “Fast & Furious” director Justin Lin are teaming up to launch Superconductor, a creative services agency aimed at the marketing world, the founders announced Thursday.
Superconductor, which the Russos and Lin founded with Todd Makurath and Luke Ricci, will provide marketing solutions, or what they call “Must See Marketing,” for companies to address business challenges and create content in film, cinematic commercials, digital video, VR and AR, stunts, activations, brand integrations and more.
“We talked to CEOs and CMOs and they were all telling us the same thing,” Joe Russo said in a statement Thursday. “They needed a new kind of agency that was more nimble, more efficient and more capable of delivering content that really breaks through. So we built one by assembling a team of people who share our vision of creating incredible stories on behalf of brands. We call it Must See Marketing, which is advertising that people choose to watch and experiences that people love to spend time with.”
Chris Adams, who has led creative agencies including Phenomenon, Saatchi & Saatchi and TBWA\Chiat\Day for brands like Apple, Toyota, Nissan, P&G and MARS, will be another co-founder of Superconductor and their chief creative officer. Other senior members of the leadership team include Chief Strategy Officer Noel Sullivan and EVP Sales & Development Allison Amon.
“As a company, telling compelling stories is in our DNA, and everything we do is built around that love for connecting with an audience,” Adams said in a statement. “We are primed to help brands break through the clutter in faster, more affordable and more effective ways than ever before.”
Superconductor will launch with clients including Hertz and Holoride. They’ve created a process they call The Writer’s Room that borrows from the best practices for creating film franchises or TV series, and they’ll additionally provide access and custom teams for each client.
“What makes The Writer’s Room really special is that we invite clients to participate, so they’re part of the process. And beyond that, we have the ability to bring in talent like show runners, directors, screenwriters and technologists to craft a brand or product narrative in a whole new way,” Adams said.
“Reaching people with relevant and creative content is the age-old goal that today, demands looking beyond traditional advertising models,” Hertz’s SVP of Brand Jayesh Patel said in a statement. “We chose to work with Superconductor for our Marvel Studio campaign because of their fresh approach to the creative ideation process. We love that they are exclusively focused on telling an interesting story about the great experiences and benefits we provide our customers every day, worldwide.”
“The world has changed. There is more to watch, less time to watch it and tons of pressure for brands to break through,” Joe Russo said. “We think brands deserve content that’s as good as the best work coming out of Hollywood. And that’s what we’re aiming for with Superconductor.”