James O'Brien Of A'arra To Rep Division Nationally

Guerilla FX, an independent production, design, effects and post finishing company, has created a new digital division exclusively for the creation of interactive content, it was announced today by partners Creative Director Thor Raxlen and Executive Producer Doug Robbins.
“50% of our work has been in the digital domain. We have been completing the production, design, effects, and post in a digital environment and then giving our projects over to another facility to create the micro-sites and web banners. We strongly feel that handing the project off obstructs the flow of communication and adds another layer of ambiguity. At this point in our development, we are confident that Guerilla FX has the experience to do the work and keep the integration seamless,” explained Raxlen.

“The launch of this new division greatly expands what we can offer new and existing clients. We can start a project and carry it all the way through the process taking the idea of vertical integration a step further,” added Doug Robbins. “In fact, we just completed a Hewlett Packer banner that was extremely well received at Goodby and have begun work on a second banner for the agency,” he continued.

James O’Brien signed for representation:

James O’Brien, who launched the first independent, interactive representation company, A’arra Management, Inc. (AMI), in 2004, has built a nationwide interactive network. He leads new business and growth strategy for some of the worlds best interactive and creative companies and will serve as Guerilla’s marketing and new business partner for all production, effects, and postproduction work that lives on the web, and will be responsible for the development and management of Guerilla’s work in the digital space. O’Brien will work closely with Guerilla FX partners Thor Raxlen and Doug Robbins.

“James is one of the few, if not only, marketing reps in this area of the industry. He is exceptionally knowledgeable, connected and respected in this small and dynamically expanding area of the marketplace. The three of us have spent a great deal of time exchanging information, determining where the market is heading, where the work is coming from, and how the digital realm is evolving. We feel fortunate to have him as our marketing partner,” stated Doug Robbins.

Of his newest marketing partnership O’Brien explained, “I had heard great things about Guerilla FX from two clients of mine, Marcelino Alvarez (W&K) and Darren Himebrook (BSSP), so I knew Doug and Thor already had some big fans out there in the digital/interactive space. They truly are a vertically integrated company and are uniquely positioned for growth in the interactive space. Doug, Thor, and Theresa are very smart people, and I look forward to working with them."

A graduate of Rochester Institute of Technology (2000), James O’Brien was, from 1999 ‘ 2001, President/Co-founder of Medio, an interactive design agency. He sold the company in 2001, the same year he was nominated by the Small Business Association for NY State Young Entrepreneur of the Year. From 2001, until he opened the doors at A’arra, his independent traditional and digital/interactive representationcompany in 2004, he was an independent consultant to the industry. Other A’arra companies include Struck Creative, Honest, Templar Studios, the ID Corporation, Trace Pictures and Yessian Music, among others.

www.guerillafx.com