ArtClass Signs Directing Team Jams x Bash For Spots, Branded Content
Bashan Aquart (l) and Jamaal Parham
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Bicoastal production company ArtClass has signed Jamaal Parham and Bashan Aquart, popularly known as Jams x Bash, for representation spanning commercials and branded content. From spots to interactive experiences to TV shows, Jams x Bash have spent the last decade engaged in storytelling and media for brand and entertainment clients, such as adidas, ESPN, HBO, Warner Bros., and Vogue.  

“We’ve always looked at commercial, brand, and promo work like mini-movies,” said Parham. “Whether it’s sports, fashion, or a beautifully designed product, we love to find the magic in crafting a brand story -- and we approach it not just as creatives and filmmakers, but as real consumers and real fans. With [ArtClass partners] Vincent Peone and Geno Imbriale steering the ship, we get to pursue these opportunities with a team that champions filmmaking and craftsmanship as much as we do.” 

The signing reunites Jams x Bash with ArtClass executive producer Rebecca Niles with whom they’ve enjoyed a longstanding creative partnership history. They recently collaborated on several ArtClass-produced projects, including the MLB Opening Day campaign, a Team USA Olympics campaign via Burrell, and an adidas Forum spot, as well as A Room of Our Own, a star-studded one-hour ESPN/Disney special exploring the relationship between Black athletes, Black music and their transcending impact on powering social movements. More recently, Jams x Bash wrapped an episode of the Vogue celeb series 73 Questions with Tavi Gevinson, star of the new Gossip Girl reboot.

“At the end of the day, Jamaal and I are two friends who share a love of making things and telling stories,” added Aquart. Jams x Bash discovered their newfangled chemistry in 2011 working together at AKA NYC, with Parham serving as head of the content department and Aquart as executive creative director of the agency’s creative studio. The pairing united Aquart’s design acumen with Parham’s editorial and VFX prowess. The rest was history as Jams x Bash went on to “take over” Times Square with a brand experience for Harry Potter and the Cursed Child. The campaign was honored with an ADDY Award, and a place on the One Show shortlist. Other landmark projects by Jams x Bash via AKA NYC include the Samsung and Mastercard-sponsored Charlie & the Chocolate Factory VR Experience that “candified” NYC, as well as two Clio Award-winning spots for theatrical productions The Sound Inside and The Inheritance.

Jams x Bash recently made waves as the directorial force behind HBO’s new late-night comedy show, Pause with Sam Jay. Fresh off the May 21st premiere, Vulture gushed about the “show that actually gives people the space and the atmosphere to say what they want.” Pause was recently renewed for a second season.

The prolific Brooklyn-based directing duo is also diversifying into indie filmmaking, currently in development on a feature with producer Prentice Penny (HBO’s Insecure) and Sundial Pictures (Obvious Child, Jiro Dreams of Sushi) starring Kiki Layne (Netflix’s The Old Guard), Jermaine Fowler (Coming to America 2, Sorry to Bother You) and Jamie Chung (HBO’s Lovecraft Country).


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