Triage takes a brand stand
Reality producer, Levity team on Medium
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Division's first project is "On the Bubble," an animated Web series for Pepsi's Sierra Mist soda brand. Project will bow at Comic-Con and online this week.
Weekly series, to be syndicated across the Internet, consists of 30 webisodes told from the perspective of a group of 24-year-olds at a community college who have created their own version of the news.
Comedy Central alum Adam de la Pena ("Code Monkeys") created the series, with Worldwide Biggies ("SpongeBob SquarePants") handling the animation.
Medium is also developing a comedy-centric creative lab for Sierra Mist, with the goal of fostering new forms of entertainment for consumers.
Clients also include the In-Store Broadcast Network, for which Medium creates shortform programming for screens in Walgreens, Kroger, Duane Reed and Subway stores.
Medium is run by Ron Walter and Claudia Cahill, who have produced branded entertainment projects for Axe, including the "Evan and Gareth" Web series, as well as for Nestle's Stouffer's, Lean Cuisine and Purina brands.
"In all of the programs that Medium creates, the featured company's presence is minimal, and the true 3-D personality of the brand is what comes through as the end result," Walter said. But "creative has to play by new rules to capture and maintain an audience."
In addition to "Greatest American Dog," which was first conceived to be backed by a pet food brand, Triage also produces the Food Network's "Iron Chef" reality competish series. Levity is a majority owner in the Improv and one of the top bookers of live comedic talent.
