Miroma Group has opened a content material company led by founder Marc Boyan and Luther actor Idris Elba that goals to “ship genuine campaigns with cultural worth.”
Named SillyFace, the enterprise will intention to workforce creatives from completely different cultural backgrounds, experiences and views to develop long- and short-form content material for manufacturers in addition to dealing with distribution.
The enterprise will function throughout three workplaces in London, New York and Los Angeles as a part of Miroma Group.
“Each day, I work alongside world manufacturers who’re struggling to know the intersection between trendy cultural traits, model id and its client base. It’s creating apprehension and hindering artistic storytelling,” Boyan mentioned.
“SillyFace has been created to lean into tradition and new world traits, providing a enjoyable surroundings to get artistic relatively than be afraid,” he added. “Idris and I are each from underrepresented backgrounds, and we see the world a bit of in another way. We’re aiming to carry our pondering to manufacturers to present individuals a voice and share tales that resonate with the patron, while protecting the model secure from criticism.”
Golden Globe-winning actor Elba is not any stranger to the promoting business, having fronted Sky’s promoting campaigns for a decade in addition to showing in campaigns for Reserving.com and Stella Artois.
He has additionally labored with worldwide manufacturers resembling Gucci, Christian Louboutin and Tanqueray, and lately launched skincare model S’In a position Labs together with his spouse, Sabrina Elba.
“I’m at my artistic greatest when I’m relaxed, not anxious or contemplating all of the what-ifs. Nevertheless, this isn’t all the time the ambiance that creatives are confronted with when model constructing. SillyFace is right here to carry again that feeling of artistic excellence,” defined Elba.