Hollywood star Idris Elba has partnered with Miroma Group founder, Marc Boyan to launch a new global marketing and content business, SillyFace.
The new outfit will look to challenge a growing ‘purpose-fatigue’ felt by consumers by unearthing new storytellers and re-injecting a sense of ‘fun and creativity’ back into marketing for brands.
SillyFace’s remit will be centred around the ideation, creation and distribution of both long and short form content to help brands adopt new approaches to generate greater cut through.
The new agency will bring together a global team of creatives and marketers under the guidance of Elba and Boyan in the hopes of uniting a diverse range of perspectives to better shake up the sector.
“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”, Miroma Group CEO, Marc Boyan said.
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“SillyFace has been created to lean into culture and new global trends, offering a fun environment to get creative rather than be afraid. 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.”
Initial hires include Rahul Chopra as chief strategy officer and Margot Hauer-King, as chief client and revenue officer, with both set to be based in New York.
SillyFace will operate under the auspices of Miroma Group on a global scale, with its first three offices set to open this year in London, New York and Los Angeles.
Elba himself added: “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.
“We want more voices, more views and open, mutually respected ideation. 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. It will also allow me to share my knowledge and experience with other brands and co-create campaigns we’re all proud of. This is just the start for us. I can’t wait to get started.”
