You will be redirected back to your article in seconds

‘Fast & Furious,’ ‘Captain America’ Directors Rev Up Branded Entertainment Studio Bullitt

Can a trifecta of filmmakers behind Universal’s “Fast & Furious” franchise and Marvel’s newest blockbuster “Captain America: The Winter Soldier” create the next big hit for Madison Avenue?

That’s what Justin Lin, Anthony and Joe Russo are trying to do with Bullitt, a new agency backed by film producer Todd Makurath and Ridley Scott’s RSA that will produce entertainment around consumer brands, the first of which is Harley-Davidson. An impressive list of smaller boutique ad agencies, including Maven Label, the House of Representatives and Venable will work with Bullitt.

Harley-Davidson’s motorcyles have appeared in the “Captain America” movies, with the star-spangled superhero shown riding the company’s American-made bikes.

And now Marvel and Harley are looking to introduce a new set of superheroes through a digital series that the Russo brothers (who will direct “Captain America 3”) will oversee.

The trio of directors have formed a collective of other filmmakers that include Louis Leterrier (“Now You See Me”), Troy Miller (Hulu’s “Deadbeat”) and cinematographer Phedon Papamichael (“Monuments Men”) they will turn to as they develop projects with brands or work on other films and TV shows.

The Bullitt name is derived from the title of the 1968 Steve McQueen film, long considered one of the best commercials for Ford’s Mustang on the bigscreen.

SEE ALSO: The Best Branded Entertainment of 2013

Madison Avenue has long experimented with branded entertainment as a way to build stories around their products and help them stand out in a way that they do not in traditional advertising like TV commercials. That’s especially true as more audiences, especially younger ones, are turning to digital platforms for their entertainment.

RSA scored with a series of BMW Films called “The Hire” that starred Clive Owen. More recently, it’s produced the short film “Desire” for Jaguar that starred “Homeland’s” Damian Lewis.

An example of the Russo brothers’ branded entertainment work can be seen in Smirnoff vodka’s new campaign, which stars Alison Brie and Adam Scott. A nearly four-minute film (watch below) has been broken up into 30-second spots.

More Biz

  • Streaming Powers U.S. Latin Music Market

    Streaming Powers U.S. Latin Music Market to 18% Growth

    The U.S. Latin music business experienced its second year of double-digit growth in 2018, driven almost entirely by streaming, according to the RIAA’s year-end report. The Latin market grew 18% in 2018 to $413 million, driven by a nearly 50% growth in revenues from paid subscriptions, the report says. Streaming formats made up a whopping [...]

  • Game Industry Layoffs Driven by Past

    Game Industry Layoffs Driven by Past Mistakes, Uncertain Future (Analysts)

    The video game industry is facing a seemingly never-ending string of layoffs and studio closures: Telltale, ArenaNet, Activision, and now EA. According to industry analysts, companies are facing declining earnings, diminishing product pipelines, and an uncertain future that is almost certain to be driven by new technology. While the debate over whether games as art [...]

  • NF_D_JGN-D14-5180.raf

    The Sexist Metal Scene in 'The Dirt' Is Painfully Accurate, Say Veteran Female Execs

    UPDATED: The fallout from Friday’s premiere of Netflix’s few-holds-barred Motley Crue biopic, “The Dirt,” began even before the film, which focuses on the quartet’s ‘80s-‘90s decade of decadence, was released. The group’s ill treatment of many women in their orbit is a matter of public record, and is depicted both seriously and unsettlingly light-heartedly in [...]

  • univision-dish blackout

    Univision, Dish Network Reach Carriage Deal After Nine-Month Blackout

    Univision and satcaster Dish Network have reached a carriage agreement after a nine-month blackout that marked one of the longest standoffs between a major programmer and distributor. Univision channels went dark on Dish Network’s satellite and streaming platforms on June 30. The sides were at odds over carriage fees that have become increasingly contentious for [...]

  • BMG Posts Strong Earnings for 2018

    BMG Posts Strong Earnings for 2018

    BMG announced solid earnings for 2018 — its tenth year since the “new” BMG opened for business after its previous incarnation merged with Sony Music — as part of parent company Bertlesmann’s results Tuesday. According to the announcement, despite “negative exchange rate effects,” BMG’s revenues increased by 7.5 percent to €545 million (around $644 million), [...]

  • Rahm Emanuel

    Chicago Mayor Rahm Emanuel Calls Jussie Smollett Deal a 'Whitewash of Justice'

    Chicago Mayor Rahm Emanuel blasted the decision by Cook County prosecutors to drop charges Tuesday against “Empire” actor Jussie Smollett. Flanked by Chicago Police Superintendent Eddie Johnson and Kevin Graham, the president of the Chicago police union, the mayor said the decision sends a message that high-profile people will not be held accountable for their [...]

  • Viacom HQ LA

    Viacom Shares Spike on DirecTV Deal, Renewed CBS Merger Chatter

    Viacom shares soared 10% on Tuesday after the company reaffirmed financial guidance for its media networks wing on the heels of sealing a hard-fought carriage renewal agreement with AT&T’s DirecTV. The stock gain underscored the importance of maintaining its presence on DirecTV and other AT&T channel bundles. Viacom on Tuesday reaffirmed its guidance of affiliate [...]

More From Our Brands

Access exclusive content