Ben Silverman's Reveille Llc. and brand programming company Conductor are set to announce a long-term partnership Monday to develop brand-financed original content for television, the Web and other entertainment media. The companies said the partnership is launching with two projects -- a major brand integration for Miller Genuine Draft on the Sundance Channel docuseries House of Boateng being produced by Reveille and the development of a new TV series based on Evan and Gareth, a comedic, online series Conductor created for Unilever's AXE deodorant featuring two men as "seduction crash test dummies who write the playbook for picking up girls" while traveling across the country. Conductor's AXE program generated 10 million viewers ages 15-25 through the Evan and Gareth video blog site and the MojoMaster online game, also created by Conductor. Reveille and Conductor said they will pitch a new show to TV buyers in the summer.
- 6/18/2006
- The Hollywood Reporter - Movie News
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