It seems that now-global production company B-Reel is hellbent on launching a new division every other month, or at least it feels that way. The latest unit to sprout up is B-Reel Content, which, as you can guess, “will focus on the creation, development and production of branded & original content across all formats and platforms.” The Content division, the fifth in the B-Reel fold, will be housed in the prodco’s Los Angeles office.

Along with the Content news, B-Reel has hired creatives Hector Muelas, Ricardo Viramontes, Brian Rekasis and Arrow Kruse (l-r in their best Abercrombie ad pose above). We’ll make this quick. While Kruse will head up B-Reel Content alongside founding partner/EP Pelle Nilsson, the other three will serve as a team that will help lead creative and strategy across the B-Reel network. Rekasis’s official title will be SVP/executive producer while Muelas and Viramontes will take on the roles of creative directors.

Where did these lads come from, you ask? Well, brace yourself. Muelas once served as editor-in-chief at VICE Central Europe and a senior creative at W+K Amsterdam, Rekasis was founding partner/MD of Goodness Mfg. (not to mention one-time head of CP+B’s entertainment/new media division), Viramontes spent nearly a decade at W+K New York and BSSP while Kruse had production stints at both W+K Portland and W+K Entertainment. Fin.