Locksmith Content, the content creation and production studio based in Los Angeles, has brought on Vince Genovese as Partner and Executive Producer. The announcement was made by Benjamin Blank and Stephen McDonald, founders and partners of Locksmith Content. Genovese joins the company as it embarks on an ambitious expansion of its roster of directors and the opening of an office in San Francisco.
Genovese is an industry veteran who previously worked as Director of Broadcast Production for both the L.A. and San Francisco offices of McCann Worldgroup and spent many years prior on staff at TBWA\Chiat\Day, FCB and Young & Rubicam in San Francisco. He also has worked as a freelance producer at San Francisco shops such as Agency215, DraftFCB, Venables Bell, and Goodby Silverstein & Partners.
Genovese’s impressive portfolio contains work for brands such as Adidas, HP, Microsoft, XBox, and Major League Baseball. In 2007 Creativity Magazine named him one of the top "agency producers" in the country. While at McCann in 2008, Genovese produced the breakthrough integrated TV campaign for Xbox Halo 3, which won the Integrated Grand Prix award at Cannes.
“Vince is a major talent with a stellar track record,” said McDonald. “He has worked on both sides of the advertising business, at agencies and in production. We look forward to expanding the Locksmith Content offer under his dynamic leadership.”
“He is a innovative producer who understands the creative process,” said Blank. “Vince brings a big skill set and experience as far as understanding the needs of agencies. He shares with us a vision of Locksmith’s future as a shop that works closely with agencies to produce more than thirty second spots.”
“In the past few years, things have been changing,” said Genovese. “Agencies need a production company like Locksmith. Today budgets are tighter, ideas are bigger. It’s not just about executing on a storyboard. Ideas need to play on the web, on TV, on your phone, in the cinema, in an installation. What we offer our clients is the ability to expand ideas onto any platform. We are a creative partner in the process.”
Genovese will help manage a multitalented and growing roster of Locksmith directors, who not only direct spots but also help clients develop multi-platform strategies for advertising campaigns. In addition, Genovese will spearhead the expansion of the firm’s activities into the San Francisco market.
“There is a renaissance of digital and integrated marketing going on in San Francisco and we plan to be a part of it,” said Blank. “By partnering with Vince, we are laying the groundwork.”