Under the leadership and vision of Twist Executive Producer Amyliz Pera, based in Manhattan, the production company has entered into a U.S. representation and production agreement with multi-award winning design and film collective Tomato.
The alliance gives Twist exclusive representation of Tomato directors in the U.S. market, and will see the companies joining together to create a wealth of original cross-media branding, campaign and content projects. Tomato's recently opened Los Angeles studio and New York office will be the primary partners for the Twist relationship, with close collaboration from Tomato's core London studio. Along with Pera, Tomato members Len Dickter (Los Angeles) and Graham Brennan (New York) will lead the relationship.
According to Pera, the marriage of Twist and Tomato could not come at a better time. ”I remember the day I was first introduced to Tomato's work and became a fan,” says Pera with genuine enthusiasm. “In a world of people who specialize, the idea of forming a diverse collective of highly experienced creatives and artists who regularly work together over a variety of mediums seemed bold. I’ve always put Tomato on a pedestal and, until recently, didn’t assert myself beyond being a fan and a friend with members of the collective. Over several conversations, we started to realize we have so many common features as organizations, and we just naturally fit together."
For Tomato members Len Dickter and Graham Brennan, Twist represents a dynamic new opportunity for Tomato in terms of client relationships in the U.S. ”There are very few national production companies that have adapted themselves to the industry’s changes the way Twist has,” points out Dickter. ”With a collective team model and internal sales force, Twist has positioned themselves for the future, and in a way that perfectly compliments our own ethos and approach. It's a perfect fit from every angle.” Agrees Brennan: ”We believe it is these key components to the structure of Twist, which we mirror, that will lead to success representing Tomato in the U.S.”
Pera notes that Tomato brings a unique expertise and global attitude to Twist. ”From fashion, graphics and type to directing/editing, environmental installations, branding, architecture and music, Tomato works on a truly cross-platform basis, which offers so many strengths and efficiencies," she says. “Twist and Tomato together can address the need for strategy and content execution, and provide creative solutions that work across all platforms, distribution points and budget levels.”
For Tomato, which has created work in over 35 countries to date, the partnership with Twist represents a new commitment to the U.S. and North American markets. ”With the recent opening of our studio in L.A., we were looking for a company with whom we could create a true partnership,” explains Simon Taylor, one of Tomato's founding members. ”With Twist, we found the right company and people to do just that. They have incentivized their team, and at both companies, everyone shares in the stakes. They also have a very loyal group of people working for them, who support and work for the company overall. We believe that together, we can offer clients a very interesting point of view for their projects, and a diversity of experiences.”
Tomato member Michael Horsham reports that the collective is currently working on a series of projects around the globe. One highlight is a collaboration with James Corner Field Operations (who also designed the popular Hi-Line in New York City and Santa Monica’s newly opened Civic Center/Tongva Park) on the rebranding of Seattle’s waterfront. Tomato also recently re-branded Okinawa, Japan via a project titled Be.Okinawa., and completed a multi-platform campaign for the United Nations that included global branding, content creation, international film contest and PR. ”We are contributing to a series of projects, literally around the world,” says Horsham. ”And bringing our talent to projects that incorporate branding, design, architecture and environments in exciting new ways.”
Among other current projects for Tomato is a deep creative role with SF tech start-up Calasi, which includes full branding, corporate identity, website, viral content and partnership marketing. The collective is also working on a mobile app for an acclaimed PBS series, and is in talks with the UN on several major 2014 initiatives.
The connections to music and art run deep at Tomato, appropriate given the collective first made a name for itself via a long term collaboration with the band Underworld. Tomato continues to work in the music industry via design, film and branding, and has recently partnered with legendary creative icons such as Brian Eno and Sir Peter Blake. Having first worked with filmmaker Danny Boyle on the titles for his iconic film "Trainspotting", Tomato recently completed the titles for Boyle's film "Trance", and supported Underworld in their collaboration on his National Theatre production of Frankenstein.
Known for their design aesthetic, which permeates all of their award-winning work, Tomato’s signatures are urban, sophisticated, artistic, innovative, interactive, empathetic and highly conceptual. This has attracted an incredible roster of global brands, including Levi’s, Adidas, Casio, Fuji Bikes, Time Warner, Ford, Unilever, Sony, Warner Brothers, IBM and Diageo. Tomato has also published several books on design, and their work has been featured in museums and galleries worldwide. In addition, Tomato has invented fonts, used reactive technology (sound, heat, light, etc.) long before it was common, and can handle extremely important strategic exercises like UI and UX, as they did for Microsoft and Sony. They were also commissioned in the Japanese market to create some of the first animated ring tones.
“This is not a company in need of a direction,” concludes Pera. ”This company is artistically engaged, and we're going to invite people to plug in and be part of the Tomato experience. You never know what kernel of a project will become something special or turn into the seed for a future blossom. I want to invite the industry into a dialogue with us to continue merging art and commerce.”