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- Wednesday, Sep. 11, 2019
Sean Hayes & Todd Milliner’s Hazy Mills launches branded content division, partners with Test Pattern Media
- LOS ANGELES
Hazy Mills Productions--the company founded in 2004 by Sean Hayes and Todd Milliner, and with credits that include the TV series Hot in Cleveland, The Soul Man (both for TV Land) and Grimm (NBC/Universal Television--has launched a branded content division, partnering with Test Pattern Media, a creative studio and production house specializing in commercial, TV, documentary and short-form content for leading brands and agencies. Operating together as a full service initiative, Hazy Mills and Test Pattern aim to work with brands and agencies to create engaging, series-based content, as well as cutting-edge and unique approaches to advertising.
Hazy Mills is no stranger to the branded space, having won awards for its Orbitz campaign with branded content agency, Bark Bark. The Hazy Mills/Test Pattern partnership’s combined clients include Lucasfilm, Amazon, Showtime, Starbucks, Orbitz, Capital One, TNT, TBS, Lincoln, P&G, and Google.
On the non-scripted side, Hazy Mills is currently airing the sixth season of the Emmy Award-winning Hollywood Game Night, with host Jane Lynch, this spring. Hazy Mills also produced the Critics’ Choice Award-nominated The History of Comedy for CNN and Movie Night with Karlie Kloss for Freeform.
Hayes, a two-time Emmy winner (as host of the Tony Awards, and supporting actor on Will & Grace), stated, “In the new world of branded content, we believe we can engage savvy audiences in a way where they forget they’re being sold to. Our experience working in all genres of entertainment including drama, comedy, game, and documentary will translate very well into creating not only one-off commercials but also brand dedicated series - which will keep the audience engaged and interested in the brand over time.”
Producer-writer Milliner related, “There’s a continuing trend for production and development companies to service brands directly--with the vast relationships we’ve garnered within the television field, Hazy Mills and Test Pattern can integrate our relationship to bring new and exciting types of content directly to brands and agencies alike, from start to finish.”
Michael Grant Terry will head Hazy Mill’s branded content division after previously working with Test Pattern on multiple projects. With a full in-house music and sound arm, as well as postproduction and VFX, Test Pattern can offer a fully-integrated production and post process when needed.
Bennett Barbakow, EP and owner of Test Pattern, said, “We’re thrilled to be jumping on a rocket together with Hazy Mills, as this is an important moment for the intersection of advertising and entertainment. This collaboration will allow us to leverage our combined strengths to prioritize a creative-first approach in everything we make together.”