Newly launched strategic creative group ATK PLN has expanded its business development team, bringing on Sonia Reps for Midwest sales representation and Saarinen & Pico for representation on the West Coast. Sonia Reps, led by Sonia Blum and Hillary Herbst, is a full-service representation company specializing in live action, CG, VFX, motion graphics, design, 2D and 3D animation, mixed media, branded content, editorial and music and sound design. Its current roster includes Durable Goods, Rodeo Show, Grand Large, The Famous Group, 71 Degrees North, Bent Image Lab, Nerd Productions, Nylon Studios and The Colonie. Saarinen & Pico, made up of founder Toni Saarinen and Brandon Pico, brings a wealth of experience to their 10-year partnership representing commercial directors, animators and FX artists on the West Coast and Texas markets. Its current roster includes Aggressive, Cultivate, Mutt, Concrete + Clay, BODEGA, Double-wide 360, Click3X, Acme Filmworks and Zoom USA…..
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More