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Firstborn Flaunts New Studio Reel

With another PepsiCo brand just added to its client roster, NY digital agency Firstborn has unveiled a new studio reel that showcases some of its most recent work–oh and look, there’s even a shot of one of those Twilight guys included. The idea is to make ideas harder, better, faster, stronger we think. Now that we’ve gotten to know the staff a bit, here’s a brief snippet as to what the Dentsu-owned operation has been up to.

FB president Dan LaCivita tells us why they created this clip: “We wanted to put together a new reel (which we are going to be adding to in the next month after some new launches as well) to showcase some new projects but also start telling the story about how we see content creation (whether its live action video, 2D / 3D animation, motion graphics etc) as a way to tell stories cross platform. So it’s not just producing video for TV or for the web. Its having an in-house group that concepts with our whole team from the beginning and works to create content that is a part of a larger multi-channel program we roll out for our clients. The content we create lives on the web, across mobile devices and ultimately TV.”

Hey, at least it gave us a minute’s worth of distraction from the day.

Firstborn Takes Lead Digital Duties on Sierra Mist

Nearly three months after tapping DDB Chicago to handle creative for Sierra Mist, PepsiCo has named NY’s own Firstborn as the lead digital agency for its soda brand. FB won out after a multiple agency review that kicked off in April and as a result, the digital shop expands its ties with PepsiCo as it has also served as lead digital agency for the mega-corp’s SoBe brand since 2009.

As lead digital agency for Sierra Mist–err, make that Sierra Mist Natural now–, Firstborn will handle digital creative, strategy and production, you know, what usually comes with the territory. Expect initial work for the brand to launch this summer.


Firstborn Appoints New CTO, Executive Director

New York-based, Dentsu-owned digital shop Firstborn has elevated two of its tenured staffers to new posts, including Francis Turmel to chief technology officer and EP Crystinue Cho to SVP, executive director. Turmel is a five-year FB vet who most recently served as director of technology and also put time in as director of interactive development. With his new, fancy CTO title, Turmel will among other things oversee all programming and front/back-end development at FB while also helping lead the agency’s R&D practice.

As for Cho, the new executive director arrived at Firstborn in 2008 from the now-decomposing MySpace, where she was a creative producer/services manager for two years. In her new post, meanwhile, Cho will play a more active role in Firstborn’s new business efforts and continue managing existing client relationships including Wrigley, SoBe and Aflac.

Firstborn Names First COO

NYC digital outfit Firstborn has appointed Kevin Arthur as its first-ever chief operating officer. Arthur, who has been with now-Dentsu-owned shop for 11 years, will now manage the day-to-day goings on at FB alongside founder Michael Ferdman, CCO JoonYong Park and president Dan LaCivita.

The new COO started as an account manager way back when on one of Firstborn’s first clients, The New York Racing Association, before eventually moving up the ladder and being named EVP in 2007. Says Ferdman in a statement, “Kevin is the driving force behind so much of what goes on at Firstborn behind the scenes – and this position gives him even more opportunity to fuel our business practices and continue to help move our agency forward.”

Firstborn Promotes Pair to CDs

Now that Cannondale’s been added to its client roster, NYC-based, Dentsu-owned Firstborn is making some moves in its creative department, bumping up Aaron Pollick and David Snyder from ACDs to CDs on the aforementioned account as well as Wrigley, SoBe and Mustang.

Pollick has been with the digital shop for four years, give or take, starting as a senior designer before moving up to art director during his first couple of years. Snyder, meanwhile, joined Firstborn in the summer of ’09 after spending five years at FL2, where he served as a creative director.