Actor, filmmaker and musician, Idris Elba, and Marc Boyan, founder of Miroma Group, one of the largest independent marketing groups in the world, announced the launch of their new international business venture, SillyFace. A global marketing and content business, SillyFace aims to unearth new storytellers and reinvigorate creativity and fun in brand marketing through ideation, creation and distribution of both long and short form content.
There is a growing sense of ‘purpose-fatigue’ amongst consumers, according to research by GfK, making it more difficult for brands to gain and hold the attention of their targeted audiences. With this backdrop, brands need to adopt new approaches to garner attention from consumers.
Born in response to demand for a new approach by marketers and consumers, SillyFace will bring together a team of global, creative marketers and content creators — under the expert guidance of Elba and Boyan — all with different perspectives and backgrounds, to ensure they add the excitement back into brand building. Possessing an extensive understanding of Gen Z and millennial demographics that many brands are hoping to serve and connect with, SillyFace will specialise in creative ideation, content creation and distribution, helping clients deliver authentic campaigns with cultural value.
Elba has a great understanding of the fashion and lifestyle industry, and experience in the brand building process, having worked to build campaigns with international brands such as Gucci, Christian Louboutin and Tanqueray and most recently developing a new wellbeing brand, S’ABLE with his wife Sabrina Elba.
Miroma Group also has its own deep ties to modern culture through its network of businesses that create cutting edge sports, music, fashion and entertainment campaigns and stories for brands including Spotify, Adidas and Netflix, as well as its history as an early investor in SB.TV, founded by the late Jamal Edwards MBE, and unearthed talents including Ed Sheeran.
SillyFace will operate as part of Miroma Group on a global scale, with the first three offices opening in London, New York and Los Angeles in 2023.
Featured image: Idris Elba and Marc Boyan / SillyFace