Hitman's Latest Campaign Set Garys (Busey and Cole) in Competition … to Get Assassinated

For Square/Enix’s Hitman, a video game where players must assassinate given targets without getting caught, Omelet LA spent the first half of the year building a campaign that kills (literally! … well, digitally, anyway). And it used that campaign to build actual gaming content. 

In March, for the game’s release, Hitman built pre-rolls that let you murder the ad. The spot, titled “The Wolfshark,” featured the aforementioned (“TV’s King of Corruption!”) and featured a “Kill this ad in…” button where “Skip ad” normally is. 

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Omelet Promotes New Partner, Head of Business Planning and Delivery

Los Angeles agency Omelet promoted Dena Gonzalez to the newly-created position of partner, head of business planning and delivery. In addition to her new duties, she will continue to oversee the project management department as vice president, according to AdAge.

Prior to joining Omelet in 2010, Gonzalez served as head of production at Animax Entertainment, where she helped provide animation, digital content development and production services for clients including Disney, ESPN, MTV, AOL, Nickelodeon, Ty Inc. and the Ad Council. She began her career in gaming, animation and digital, holds degrees in art and computer animation and is a “certified Scrum Master.”

For Omelet, Gonalez’s promotion follows the departure of executive creative director Shannon McGlothin for BBH New York in March and the arrival of TBWA veteran Ricardo Diaz as executive digital director in February.

Omelet specializes in video game promo campaigns, and its recent work includes launch spots for such titles as Hitman, Far Cry Primal and Mission Impossible: Rogue Nation.

There were also the Clementeenies.

Inside This L.A. Agency's Powerful Documentary About Gangsters Turned Interventionists

If the biggest extracurricular activity your agency has had time for lately is the yearly holiday card, prepare to have the bar hoisted higher than your T-rex arms can reach.

Los Angeles creative agency Omelet has released its first full-length documentary, a project that took three years to complete. The hook of “License to Operate” feels like a buddy-movie plot: It follows former gang leaders committed to improving their communities—partitioned into de facto war zones by subsets of gangs, sprung from the original Bloods and Crips—working with law enforcement when necessary. 

Along the way, we meet characters like founder Aquil Basheer of the LTO Movement and the Professional Community Intervention Training Institute (PCITI, which trains and certifies interventionists and other professionals), former Athens Park Blood Kenneth Jones, and Reynaldo “Whiz” Reaser, a former Raymond Crip. 

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Omelet LA Lawsuit Is a Go

omelet logo

A legal disagreement has taken shape involving current and former principals at Omelet, the “boutique Los Angeles creative shop” which lists AT&T, HBO, Microsoft, and others on its client list.

Omelet, which recently expanded its creative team with the hire of Leo Burnett/W+K/CP+B/Deutsch LA veteran Shannon McGlothin, is suing its former president and co-founder/chief content office Steven Amato. Or being sued by him, depending on who you ask.

Two things are clear:

  • Amato, who wrote copy for Deutsch and served as ACD at TBWA for three years before launching Omelet more than 10 years ago, left the agency last Spring to launch his own LA-based shop called Contend (home page here). Mike Wallen, a one-time freelance CD and producer for Adult Swim, Fox Studios and other parties, replaced him in the chief content role back in October.
  • Amato and current Omelet Chairman/CEO/one-time hedge fund manager Don Kurz, who joined Omelet in 2004, have a running disagreement.

Everything else looks like a classic case of he said/he said.

A source tells us that Amato is suing Kurz and his former employer for money owed to him, while Kurz says the equation is reversed: he and Omelet are suing Amato. For what? That’s not yet clear.

Here’s the quote from Kurz himself:

“Omelet is suing Contend and Steven Amato. We’re looking forward to a successful resolution.”

We were unable to reach Amato for comment today. But, in the absence of a settlement between the aggrieved parties, the story will almost certainly play out in Los Angeles County court in the months to come.

Staffing Changes at Twist Image, Omelet and More

twist imageToronto digital marketing agency Twist Image signed Jon Finkelstein as its new ECD. Finklestein, who most recently served as SVP/ECD at the BBDO “sibling agency” Proximity Canada, replaces Virginia Magaletta, who held the position for more than six years.

Prior to joining Proximity, Finklestein spent nine years as a partner and creative lead at Toronto’s Grip Limited; he also served as CD at henderson bas after starting his career as ACD at ICD and Ogilvy, where he worked on IBM, Amex and Kodak.

You may recall that Twist Image sold to WPP in May; at the time, President Mitch Joel described the move as “a bigger bet.”

“Branding, marketing and entertainment company” Omelet — which recently named  Shannon McGlothinformer director of Leo Burnett’s Samsung shop, as its GCD — promoted partner Mike Wallen to the newly created position of Chief Content Officer. Wallen, who the release credits with bringing in Walmart and Red Bull, joined the agency in 2011 and will continue to run its “branded content division” Omelet Studio in addition to promoting an upcoming feature film about “ex-LA gang leaders turned street saviors” (their words). He previously served as partner and EVP of content & development.

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L.A. Agency Shines a Light on Former Gang Members Trying to Make Peace

Spend a broiling hot summer on the streets of South Central L.A., a time grimly known to locals as "the killing season," to document some former gang bangers who now try to make peace? That's the idea behind LTO: License to Operate, a documentary from Culver City, Calif.-based ad and marketing agency Omelet and production partner Foundation Content. The project, now in Kickstarter mode to raise money for postproduction and music, started when Omelet, Foundation and director James Lipetzky shot a promotional video for nonprofit group A Better LA. Deciding there was a larger story to tell about former gang leaders working to stop violence and rebuild communities, Omelet and private investors ponied up money to get a full-length film off the ground. Omelet, an indie shop whose clients include blue-chippers like AT&T, Microsoft and Sony, wanted to shed light on inner-city gang crime and the dent that can be made when former gang members turn into peace ambassadors. They plan to finish the movie by October, with distribution still to be determined and the $50,000 Kickstarter goal still to be reached.

CREDITS
Omelet Producers and Creative Leads:
President, Chief Content Officer: Steven Amato
EVP Content and Development: Mike Wallen
Chairman, CEO, Executive Producer: Don Kurz

Foundation Content Credits
Executive Producer: Samantha Hart
Director: James Lipetzky
Associate Producers: Stacy Paris, Matthew Goodhue