Wieden+Kennedy has launched its entertainment division, Wieden+Kennedy Entertainment (WKE), that will develop, finance, and produce film and television projects both with and without brands. The new Wieden+Kennedy Entertainment has been developed over the last few years but only recently announced its first public project, a partnership in an independent historical drama, Porto Rico, starring Bad Bunny, Viggo Mortensen and Edward Norton. The Carribbean western and historical drama, currently shooting in the Dominican Republic, was inspired by Puerto Rican revolutionary, José Maldonado Román, known as Águila Blanca. The story explores his fight against colonialism and the US takeover of Puerto Rico from Spain in 1898.

The new division has two streams. One is to develop and invest in original entertainment unrelated to advertising. The other is to help Wieden+Kennedy clients move into film and television in ways that go beyond conventional branded content or product placement.

It is led by global head of production, Nick Setounski; global chief creative officer, Karl Lieberman; and Los Angeles producer, Lakshmi Iyengar.

The new division has two tracks. One is to develop and invest in original entertainment unrelated to advertising. The other is to help W+K clients move into film and television in ways that go beyond conventional branded content and product placement.

For Wieden+Kennedy clients, the entertainment division will use its strategy, creative development and deep client knowledge to create entertainment where a brand’s involvement feels organic to the story rather than added on afterwards. Those stories might be theatrical films, television series or independent features seeking distribution. First and foremost, the division and its projects will be grounded in Wieden+Kennedy’s history of doing provocative things and the new leaders’ shared interest in bold, artistically challenging stories built around conflict, authenticity and ambition.

Cover image: Kriss Films on Unsplash