Yan Elliott and Luke Williamson, former creative directors at WCRS, and Sam Brookes, the former managing director of Wieden and Kennedy Platform, have announced the launch of their jointly founded new venture, Fabula.
Based on a canal barge in Hoxton, Fabula is a creative studio with a philosophy of being built to build brands that capture the public’s imagination.
The creative studio model consists of the Fabula core brand team - creatives Yan and Luke, and Sam in business development - who work directly with the client to come up with the most effective solution to their problem. Then to execute this idea they partner with a network of multi-disciplinary talent from non-traditional creative, design, technology, media, entertainment, programming and business backgrounds.
Fabula has just finished work with ITV Creative on an extensive digital campaign for Julian Fellowes' drama 'Titanic', and is currently working on a brand redesign for personal training studio Body Studio, and the launch of the Superhuman Exhibition at the Wellcome Collection in mid-July, amongst many other varied projects.
Fabula operates its business between project work, retained clients and IP, as they believe the best way to understand a brand and how to make it successful in the market is by developing their own range of products. In this entrepreneurial vein Luke is the co-owner of the unique jeans brand 7ft Cowboy, who are also about to launch a range of chopping boards to appeal to the design community.
Yan and Luke first teamed up together at Mother when it was only a year old, working on campaigns for Coca-Cola, Supernoodles, Doctor Pepper, and the famous Orange Film Funding Board cinema ads. In 2005 they joined WCRS, where memorable campaigns include Weetabix, Brylcreem and Sky.
Sam has over 17 years experience in advertising, joining Wieden and Kennedy as an account director in the very early days and helping to win and run business for Sony, Coca Cola, Nokia and luxury brands including Prada and SpaceNK. Becoming one of the agency management team when she was promoted to client service director, she was instrumental in developing the Wieden and Kennedy offering from being an advertising agency and into becoming a fully-fledged creative business.
In 2010, she was appointed as managing director of a new initiative she created and managed called W+K Platform - an R&D lab within the agency, made up of young designers and technologists with a remit to create new 'technology driven' communication products for W+K and its clients.
Yan Elliott, said: “Fabula is a creative studio that understands big brands and our aim is to make the mainstream anything but average, and to have fun doing it.”
Luke Williamson, said: “Not only do we love the challenge of bringing a great product to market and winning it the exposure it deserves, being entrepreneurs also helps us understand our clients’ feelings about their products and the business problems they come with.”
Sam Brookes, said: “Fabula is a creative studio built to build things that can be enjoyed by people in culture. Clients are looking for creative solutions that can solve their business problems and need more than an advertising campaign, we believe our ideas and model is flexible and effective to deliver this. ”