The reciprocal partnership gives Tool and Mustard the capability to offer clients production support for integrated and interactive projects, sitting between in-house content and interactive teams. Together they represent a high-calibre transatlantic roster of live action and interactive directors, developers, designers and interactive producers able to provide content that spans TV ads and interactive work.
The alignment with Mustard concludes Tool’s search for a digital production company based in Europe to work alongside Tool’s team of directors, technologists, creatives, and interactive producers.
To aid the transition Tool has hired UK-based dedicated digital producer Steph Hamill to join the London office, providing Tool’s digital capabilities directly alongside the production support of Mustard.
The expansion into Europe follows Tool’s recent success at SXSW Interactive, where it won four awards at the Interactive Awards show, including ‘Best of Show’ for ‘Take This Lollipop’, the interactive Facebook app which terrified users with a video of a stalker accessing their personal information.
Dustin Callif, executive producer of digital at Tool, says: “Our recent success in the States means that we’re very excited to bring our digital resources and creativity to Europe. Meeting with various European agencies proved to us that there is a huge opportunity to do amazing interactive projects in this market. Mustard stood out as the perfect match for Tool, with its high level of directing talent and enthusiasm for digital, as well as their core positioning in the UK and European markets.”
John Doris, Mustard’s managing partner says: “The ability to produce integrated projects with high-end directing talent is still a rare entity. There are digital agencies starting to offer live action production but not with the calibre of directors and interactive dedication that we have.”