by AFRO Staff
Hollywood megastar Idris Elba has teamed up with Miroma Group founder Marc Boyan to launch a content creation and marketing company that aims to re-inject fun and creativity into brand-building and also “deliver authentic campaigns with cultural value.”
Named SillyFace, the business aims to shake up the industry by amassing a team of creatives from different cultural backgrounds and experiences to inject a more diverse range of perspectives into long- and short-form content for brands, which they will also distribute.
The agency’s first three offices will be based in London, New York and Los Angeles.
“On a daily basis, I work alongside global brands who are struggling to understand the intersection between modern cultural trends, brand identity and its consumer base. It is creating apprehension and hindering creative storytelling,” Boyan said, according to Adweek.
“SillyFace has been created to lean into culture and new global trends, offering a fun environment to get creative rather than be afraid,” he added. “Idris and I are both from underrepresented backgrounds, and we see the world a little differently. We’re aiming to bring our thinking to brands to give people a voice and share stories that resonate with the consumer, whilst keeping the brand safe from criticism.”
Elba also is well acquainted with the advertising landscape, serving as the face of Sky’s advertising campaigns for 12 years and appearing in ads for Booking.com and Stella Artois. He has also worked with such international brands as Gucci, Christian Louboutin and Tanqueray, and recently launched skin care brand S’Able Labs with his wife, Sabrina Elba.
“I’m at my creative best when I am relaxed, not anxious or considering all the what-ifs. However, this isn’t always the atmosphere that creatives are faced with when brand building. SillyFace is here to bring back that feeling of creative excellence,” the Golden Globe winner said.
“We want more voices, more views and open, mutually respected ideation,” he added. “This new venture will give me the ability to create powerful marketing campaigns. Campaigns that will truly resonate and engage with the people I want to connect with.” Elba is among the latest celebrities to spearhead a marketing agency. Ryan Reynolds, of “Deadpool” fame, pioneered the wave with Maximum Effort. And actor, “America’s Got Talent” host and former NFL player Terry Crews also recently launched his outfit, Super Serious.