“This collaboration offers an exciting opportunity for a new sort of dialogue with agencies and brands. Entropico is vibrant, young, smart and full of talent.” [Peter Masterton, Plaza Films]

Masterton’s a smart guy. This is Entropico:

“Although started in a flurry of overproduced house parties, abstract student films and late night pub meetings, Entropico is now a very serious company.”

Entropico’s student beginnings are now both its USP and its drawcard. Because, as the collective’s three creative partners – Harry Hunter, Erin Moy and Sam Egan – note with more perspicacity than Gen Y is supposed to have, “the traditional boundaries between advertising, content and media are growing fuzzier each day.”

Entropico is all about flouting those traditional boundaries. So is popular culture. Entropico is into film production, brand development, copywriting and art direction, and events production that’s – sorry for using the current cliche – fresh.

So they’ve been working with similarly fresh thinkers like Vivienne Westwood, General Pants, Flume, Touch Sensitive and Fuzzy Events (Field Day, Listen Out), and agencies such as Bashful and The Projects*.

And now Entropico is at Plaza. Plaza has grabbed the chance to form a partnership with the up and coming collective. That has win-win in its DNA.

“The partnership represents a new direction for Plaza,” Plaza executive producer, Peter Masterton, acknowledged. “This collaboration offers an exciting opportunity for a new sort of dialogue with agencies and brands. Entropico is vibrant, young, smart and full of talent – they bring a completely different approach to helping brands engage with the millennial consumer on every level, from experiential to digital to mainstream media.”

Entropico – the three creative partners and their core group of young creative collaborators – will work closely with Masterton and producer, Cathy Rechichi.

Rechichi has recently returned to Plaza after spreading her wings and stuffing her resume with productions and activations, a large chunk of them with Big Day Out before its sale 18 months ago.

“We were on the hunt for a fabulous young directing group to collaborate with in the online content space, and were sold as soon as we saw their cool and quirky spots for Field Day in September,” Rechichi noted. “Their work is fresh and innovative and they really know their crowd.”

“It will be exciting to work with Plaza and see new opportunities arise, especially in the growing online and integrated content space. And there’s a nice synchronicity to the work we both do; weird, funny, hyperbolic…” Egan remarked.

Check out Entropico’s reel here.