Multiplatform studio Pulse Films has partnered with Sharon Horgan’s production company to form a branded content comedy joint venture.
Pulse’s Kira Cartensen and Merman’s Jeremy Rainbird will run the venture as executive producers, aiming to create branded content for various platforms that features a roster of comedy acts.
Merman X Pulse will have access to Horgan, who is best known for British comedies such as Pulling and Catastrophe; David Cross (Arrested Development, The increasingly Poor Decisions of Todd Margaret); Chris O’Dowd (Moone Boy) and New Zealand collective The Download Concept.
“Pulse Films is at the forefront of innovative content creation, blurring the lines between entertainment and advertising,” said Carstensen.
“Merman X Pulse, with its unique roster of comedy talent both sides of the camera, is set to dominate this intersection. If you are a brand who wants to communicate your message through the comedy genre, Merman X Pulse is the perfect choice.”
“Brands have to be useful or entertaining to cut through the noise in the content space today,” added Rainbird, who has worked with Merman after selling his Addiction Worldwide label to the Mission Marketing Group in 2012. “Everything else falls through the gaps and is a waste of time and money.
Horgan (above) launched Merman last year with Clelia Mountford. The prodco has already produced Channel 4 and Amazon Prime Instant Video original Catastrophe and the Sarah Jessica Parker-starring Divorce for HBO.
For Pulse, meanwhile, the move is part of a sustained push into scripted content. In an excusive interview with TBI, Pulse co-founder Thomas Benski (pictured) said the firm would also be making moves in scripted content for the first time and ramping up its unscripted efforts after hiring Roy Ackerman.
Pulse has also moved into formats, launching East Entertainment earlier this summer as a joint venture with Israel’s Abot Hamieri.
Read an exclusive interview with Pulse CEO Thomas Benski here