May 25, 2022
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Hype World

Hype is a boutique communications agency that provides brand-strategic PR, Marketing and Social Media services to creative companies. We provide an extremely hands-on approach to client service and a collaborative philosophy that positions us as a preferred resource to members of the media. Dedicated to the entertainment industry as a community, Hype is committed to keen storytelling and promoting the creative process.


Composition & Sound Design  / Production
ECD Brian Flores Launches Fresh Squeezed Music in Dallas 
Hype World Posted On May 9, 2022


Award-winning Composer and Executive Creative Director, Brian Flores has launched Fresh Squeezed, a new music services company that will partner with agencies, brands and production companies to create everything from original scores and custom sound design for a wide variety of content, to music licensing with custom curated playlists. Flores has teamed up with long-time friend and collaborator, Executive Producer Kathy Whitbeck, to create a creative space for translating the importance of music and sound to telling stories.

“The trust that clients have placed in me is humbling and breathtaking, yet this kind of trust comes from experiences honed, so that it becomes organic and instinctive,” says Founder Brian Flores. “After 30+ years in the business, I still believe I have the dopest job ever. Fresh Squeezed Music is my new elixir for the masses. With our ever-expanding team of composers and sound designers from across the globe, and a huge glass of fresh squeezed orange juice, I am so looking forward to this.”

Fresh Squeezed Music just wrapped up a project for D3/PepsiCo. They are currently working on music and audio branding for “Just Bare” and “Pilgrim’s Pride.” Upcoming projects include AT&T and JCPenney.

“One of my favorite reasons for bringing work to Brian is how hands-on he is,” comments Freelance Executive Producer Kathleen Torres. “With Brian, I know I will get his expertise, his creativity, his genius really. He’s the real deal.”

“I’ve worked with Brian on countless occasions and, every time, he’s knocked it out of the park,” shares The Lerma Agency’s Creative Principal, Bill Cochran. “Brian always provides a solid range of options – each track well thought out and conceptually on point. Also, Brian is just a blast to work with. His enthusiasm is infectious.”

For the team at Dieste, who has collaborated with Brian on high-end brands including Pepsi, Gatorade, Sierra Mist, Hyundai, Nissan, Nationwide Insurance and  AT&T, Group Creative Director Benjamin Jara says: “Brian is our go-to guy when we need music for our award-winning work. But most importantly, he’s a great person who I’m always happy to work with.” Adds Executive Producer John Costello: “The talent level and passion to create music that Brian brings is outstanding. We are looking forward to working with Brian’s new music house Fresh Squeezed Music.”

Executive Producer Kathy Whitbeck concludes, “I personally take pride in delivering a smooth run on every job. From seasoned producers or a first time producer, I’m here to answer any and all music questions and alleviate any concerns or stresses that often surround the music side of production. Working together with Brian guarantees this. His 30+ years as a composer and creative director, guide every project, no matter the size or scope.  We believe in a hands-on approach to finding the perfect sound for your vision and brand.”

About Fresh Squeezed: Fresh Squeezed Music partners with agencies, brands and production companies to create award-winning custom music and sound design. We’ve composed original scores and custom compositions for content of every shape and size.  TV commercials, branded content, apps and podcasts are just a few of the mediums we work in for clients like: JCPenney, Pepsi, Ram, AT&T, Tropicana and McDonalds to name a few.

Fresh Squeezed Music is represented by Alyson Griffith of AG Reps.

Brian Flores Bio: Leading the Fresh Squeezed team is award winning composer and ECD, Brian Flores, who has over 30 years of experience collaborating with agencies, brands and directors in both General and Hispanic Markets. Working with the freshest composers, musicians, vocalists and DJ’s across the globe, Brian brings his enthusiasm and A-team to every project.

Brian Flores

Kathy Whitbeck Bio: Kathy met Brian when she was a young agency producer back in the late 90’s. She was in need of the perfect track for a high profile beer commercial and Brian made it happen.  The music was a hit, the spot won awards and Brian and Kathy began a collaboration that continues today.   She’s spent over 20 years producing for some of the biggest names in post-production and understands how important the role of music and sound are to telling stories.  Need help understanding music biz jargon (Sync licensing? Buyout? Drop fees? Usage terms?) Kathy’s got you covered.

Kathy Whitbeck

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Production
AIR (Alliance of Independent Representatives) Launches to Give Voice to Dallas Professionals Who Connect The Industry
Hype World Posted On October 20, 2021


From left: Veronica Lombardo, Julie Koellner, Ann Asprodites

The Alliance of Independent Representatives (AIR) has officially launched as a professional trade association. The mission of the organization is to advocate and promote the interests of independent representative companies who connect content creatives with agencies, brands and media. 

AIR is committed to a wide range of priorities that extend beyond its membership:

  • Develop industry standards and best practices
  • Facilitate companies seeking representation
  • Connect Ad Agency/ Brand producers with Reps in their appropriate territories or countries
  • Provide professional development opportunities to historically underrepresented individuals promoting Diversity in Talent
  • Coordinate and host presentations from industry organizations 
  • Roundtable discussions (Straight Talk Series, Clear the AIR with Ann) with industry professionals addressing pressing topics & issues within our industry with the goal of Evolution & Change
  • Partner with other like-minded organizations to advance common interests
  • Grow AIR’s Membership & Recruitment efforts and unite the independent sales representative community globally ­

In mid-March, 2020 when the global pandemic hit, Veronica Lombardo, West Coast (VLM) and Ann Asprodites, Southeast (Asprodites Reps) saw the need for community among their rep colleagues. “We began as a support group for our fellow reps to dial into – helping each other navigate the unknown waters ahead, not only in our industry but the world-at-large,” explains Ann. “Whether it was understanding the various government stimulus packages being offered to support small businesses or simply being a sounding board for those struggling with tough stuff in need of advice — we were there and continue to be,” adds Ann.

Julie Koellner, Treasurer for AIR and owner of Dallas-based Remedy Reps, stated, “I’m super excited about AIR!  It’s been invaluable getting to know the other members throughout the country (and beyond). The presentations and panel discussions have been really informative and I’ve since been incorporating valuable takeaways into my own business as a result.  Although we’re still all independent, it’s been wonderful to have a network to bounce ideas off of, especially since there’s no handbook for what we do!”

The calls started with a small group of less than ten and quickly grew to sixty something by June, 2020. It took on a grassroots effort, one rep telling another and another. A deepened sense of community was created.

“Initially, we didn’t realize the importance of what we were doing, we just did it for others, as is our nature,” recalls Veronica. “To have a virtual venue for peer-to-peer conversations about things we were going through that were specific to what we do in our day to day careers was so valuable. For so long ours has been a trade of lone soldiers, highly competitive lone soldiers,” Veronica continues. 

“We had a common cause which made us realize that we needed to form an organization in order to truly come together, similar to other industry organizations like AICP, AICE, AMP and the like,” says Ann. “It was time we created our own platform to advance our interests. What we have brought and are creating now is a wider, more inclusive community.”

With a focus on meaningful impact, AIR has established Member Committees including Evolution + Change, Diversity In Talent, and Membership + Recruitment to advance their unified goals and support the industry-at-large. AIR’s membership expands borders with most of its members stateside and an expansion into Canada and Scandinavia.

“When it comes to the structure and practices for its members,” Veronica says, “Respect is top priority in AIR. We have an ethical code of conduct that gives people a voice while adhering to strict confidentiality and restrictions to sharing proprietary information. We pride ourselves on empowerment.” Veronica adds “Everybody wants to be empowered, everybody wants to be supported and to feel like they’re not alone. That’s where AIR comes in and we’re very excited to see what we can accomplish as a united front.”

AIR is an incorporated 501(c)6 non-profit trade association with an elected board of directors composed of Veronica Lombardo, West Coast (VLM) – President, Ann Asprodites, Southeast (Asprodites Reps) – Vice President, Corey Rogers, East Coast (Schaffer/ Rogers) – Secretary, Julie Koellner, Southwest (Remedy Reps) – Treasurer and Doug Sherin, West Coast (Options) – Director-at-Large. 

To learn more about AIR or to Join the Alliance, please visit AllianceOfIndieReps.org


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Production
Green The Bid Announces Advisory Board Comprised Of Noted Industry Leaders And Experts
Hype World Posted On January 21, 2021


Promotes Sustainable Commercial Productions

Green The Bid, the grassroots initiative and community supporting the advertising industry in shifting to zero-waste, carbon neutral, sustainable and regenerative practices, welcomes the new year by announcing its Advisory Board. The Advisory Board will play an important role in providing expert guidance in building an inclusive, productive, and forward-thinking organization with key global alliances for ultimate effectiveness.

“We built Green The Bid off of our five founders’ combined networks and individual experience,” comments Julian Katz, Co-Founder, Green The Bid. “In forming an Advisory Board, we seek to expand our network and broaden our offering through the influence and perspectives of all our member sectors – brands, agencies, production companies, crew vendors and post companies – as well as from outside of the immediate commercial production ecosystem.”

Green The Bid launched in October, 2020, and currently has a membership of nearly 80 supporting entities and organizations. The Advisory Board will be officially introduced to Green The Bid’s membership and the next general meeting, taking place via video conference on January 27th, 2021.

Green The Bid Advisory Board:

Andrea Bakacs, Senior Art Producer, Wieden+Kennedy Portland
Leah Bernthal, Founder, Every Purpose
Laura Busino, Head of Content Production, Ford Motor Company
Pamala Buzick, Co-Founder, poolhouse
Yvette Cobarrubias, Co-Founder + Managing Partner, Cosmo Street Editorial
Jo Coombes, Founder + Project Lead, AdGreen
Antoinette de Lisser, Head of New Business, The Progress Film Company
Tricia Duffy, Founder, Lily Grey
Sean French, VP of Sales, Quixote
Bonnie Goldfarb, Co-Founder, Harvest Films
Matt Hunnicutt, Executive Director of Production, Wieden+Kennedy Portland
Ari Kuschnir, Founder, M ss ng P eces
Ariel Leon Isacovitch, Managing Partner/EP, The Roots
Daniel Marin, Head of Production, JOAN Creative; President, JOAN Studios
Lisa Mehling, Owner, Chelsea Pictures
Gloria Pitagorsky, Partner, Heard City
Carol Pock, Sustainability Knowledge Lead, APR
Shelby Ross, Executive Producer, Sibling Rivalry

Carol Pock, Dallas-based consultant for APR, the largest production consultancy in the U.S., stated, “APR’s belief is that content creators can no longer ignore the impact that production has on the environment. We are proud to support this initiative and help communicate to the industry what must be done to improve production practices and create behavioral change towards zero-carbon/zero-waste content creation.”

“W+K Portland is partnering with Green The Bid as the next step in our environmental journey to help bring greater transparency to the industry and share resources towards a movement that will empower agencies, brands, and production companies alike, in formulating regenerative, healthy, and sustainable practices together,” notes Wieden+Kennedy’s Andrea Bakacs. “We couldn’t be more excited to be part of shaping not just the work we make, but how we make it.”

“I am committed to less talk and more action to fight for the future of our planet. The time has come! GTB will transform our industry— I am very proud to be on the team,” comments Lisa Mehling, Chelsea Pictures.

“I find it a necessity to try and course correct the damages that we have done as an industry, both in our professional and personal lives. As someone with a platform and ability to affect change, it is my responsibility. Being asked to advise on this board is a great opportunity to make a difference,” says Yvette Cobarrubias, Cosmo Street Editorial. “A lot of hard work is ahead and I hope I can be effective and useful while navigating this important issue.”

“I am so thrilled to be a part of this community, working on the soil and roots to change our industry, and to be a founding part of what I believe will be a better and more conscious future,” comments The Roots’ Ariel Leon Isacovitch. “While we have long sought to apply an environmental focus on how we approach our productions, we know we can improve and help build and support standard practices industry-wide. Having the service side of the business carry through on sustainability is fundamental, and my goal is to be that steward – not just for productions with The Roots, but for our wider community of service companies worldwide.”

For more information about Green The Bid and to join the movement, go to https://greenthebid.earth/


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Post-production  / Production
Mongoose Is “Electrified” In New Brand Film | A Lucky and Rabbit Foot Studio Collaboration
Hype World Posted On June 16, 2020


Mongoose, the beloved bike and scooter brand, has launched an electric scooter with the help of a new film “Electrified,” which was created in collaboration with Rabbit Foot Studios and Lucky. The film, shot just before many regions in the US were about to fall under stay-at-home-orders, is a celebration of finding one’s own path and the mystery and adventure of the open road. As the world begins to open up, “Electrified” is a filmic vision of momentum and possibility. 

“Launching the Mongoose React electric scooters moved our brand into a new market. Doing this requires the right message to maintain brand integrity and inspire a new audience of consumers,” comments Kevin Garczynski, Mongoose Brand Manager. “Everyone involved did an amazing job creating a commercial that would execute on both of these objectives while still having fun! Anyone who watches the ‘Electrified’ commercial will see the incredible attention to detail and cinematic approach.”

The approach involved a close collaboration between director Jeff Bednarz and Director/Editor Sai Selvarajan. Working as a directing team, each brought a unique sensibility and perspective to the project which was filmed in their home state of Texas. Shot at the Salt Flat Cafe in the Guadalupe Mountains between Van Horn and El Paso, the scene was perfectly desolate and a great fit for the effect the co-directors were seeking to capture. Inspired by Mongoose’s BMX authority, the film is a nod to 1980’s cinema in an ode to modern means of adventure. 

“The idea sprung from the notion of it being a 30 year storm – the storied history of Mongoose – that creates this Electrified moment,” comments Co-Director/Editor Sai Selvarajan. “It was also the next level collaboration for me and Jeff, working side-by-side as a directing duo, that built on the teamwork of our past projects to evolve into something new.”

“To jump back in time, cinematically, and pay homage to Mongoose’s original bike when they broke onto the scene, then accelerating it forward for the new electric scooter was a brilliant concept,” agrees Co-Director Jeff Bednarz. “It was truly a wonderful experience to co-direct with someone you have been creating films with for the last 12 years. We both have our strengths, and we leaned on each other for them without giving it a thought.” 

Client: Mongoose
Brand Manager: Kevin Garczynski

Creative Studio: We Ride at Dawn
Creative Directors: Nick Bruskewitz + Jeremy Cross
Writer: Nick Bruskewitz + Jeremy Cross
Art Director: Nick Bruskewitz
Producer: Nick Bruskewitz + Jeremy Cross

Production: Rabbit Foot Studios
Co-Director: Jeff Bednarz
Executive Producer: Meredith Roach
Head of Production: Sam Chortek
Producer: Alex Bronner
Director of Photography: Mark Thomas
Production Designer: Ian Kasnoff
Gaffer: Matt Shanahan

Post: Lucky 
Co-Director / Editor: Sai Selvarajan
Edit Assistant: Alex Heisterkamp
Color: Neil Anderson
Sound Design & Mix: Scottie Richardson
Houdini FX: Jake Odgers
Graphics, After Effects Compositing: Seth Olson
Producer: Andrew Bell


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Production
Lucky Expands Representation Collaboration With SamuelGuthrey
Hype World Posted On May 11, 2020


SamuelGuthrey, the next iteration of Gay Guthrey & Associates, has expanded its collaboration with Lucky (Lucky 21 + Lucky Post) to encompass Midwest and Texas representation. The collaboration is, in many ways, a return home for Gay Guthrey, who relocated to Austin two years ago.

“Moving back to Texas, to the amazing city of Austin, has allowed me to reconnect in a deeper way with the industry here, and the timing was right to expand my role with Lucky,” explains Gay. “Lucky has an exciting, integrated talent offering by people who have my heart. That’s a perfect combination and a great compliment to our company roster, both here and in the Midwest.”

A native of Texas, Gay Guthrey and the founders of Lucky share a long history and friendship that goes back to the nascient days of their respective careers. Gay was encouraged by a then rising director Jeff Bednarz to transition from an agent to rep. She quickly learned what the job entailed and fell in love with a career of connecting people. Moving from Texas to Los Angeles and Chicago, Gay became one of the industry’s best known reps, and founded her own agency Gay Guthrey & Associates.

“Gay was an integral part in building the foundation of what would eventually become Lucky today. The injection of her pioneering spirit, drive, and unwavering focus truly set us up for success as we grew into this industry,” comments Co-Founder/CEO Tammie Kleinmann. “Having her re-engage with us in the market from which we all collectively began brings with it a completeness that is so welcomed.”

2 ½ years ago Gay partnered with long-time friend and agency client, Rowley Samuel, in order to better serve both advertising and production clients. By combining their expertise and relationships, Rowley and Gay are able to provide unrivaled creative solutions for commercial filmmaking, digital experience, and branded content and entertainment.


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Post-production
Lucky Post’s Marc Stone Helps Kia Deliver Action-Packed Spot “Stunt Person” For The Big Game
Hype World Posted On February 14, 2020


The hardest working stunt person has a vehicle to match in the new spot for Kia’s new SUV, the 2021 Seltos. Edited by Lucky Post’s Marc Stone for the creators of the TV spot, Inspire Agency, the spot traverses various locations, from city streets to rugged landscapes – showing the style and capability of the vehicle. The Kia Seltos makes a star appearance while delivering the man of action. He rides, leaps, and fights with spectacular precision and daring attitude… the Kia Seltos, much like the stuntman doesn’t do it for the fame, but because it can. The project was directed by Norry Niven of Thousand Foot Squid. The :60 version made its debut on Fox Deportes on Super Bowl Sunday. 

“This was a really fun project to work on, with a great concept by the creatives and bold, cinematic footage directed by Norry (Niven),” comments Stone. “The biggest challenge was editing each situation to resonate while delivering a complete high-energy narrative – all with the car integrated and essential to the storyline.”

Inspire Agency’s concept for the launch of the 2021 Kia Seltos was born from the insight that Hispanics are underrepresented in Hollywood, with many of them being stunt people. Working behind the scenes, giving it everything, much like Kia – and the all-new 2021 Kia Seltos.

For more information on the 2021 Kia Seltos, please visit: https://www.kia.com/us/en/seltos
Spanish-language landing page: https://www.kia.com/us/es/seltos

Agency: Inspire Agency
Executive Creative Director, Partner: Jon Jaimes
Art Director: Cullin Lassiter
Content Creator: Karlo Ramos
President: Issac Morales
Social Media Director, Partner: Silvana Massolo
Business Affairs Manager: Cathy Arnett
Producer: Kellianne Hodges

Production: Thousand Foot Squid
Director: Norry Niven
Executive Producer: Diana Bland

Post: Lucky Post
Editor: Marc Stone
Assistant Editor: Katian Kerr
Audio Mix: Scottie Richardson
Online: Mark Sullivan
Executive Producer: Jessica Berry
Producer: Kendall Kendall


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